Short vs. Long: What’s the Best Video Length for PR Exposure

How Long Should Your PR Video Be to Get Picked Up, Shared, and Remembered?

In the world of video PR, length matters.

Too short, and your message might lack depth. Too long, and you risk losing your audience before the key point lands. Whether you're producing a press release video, a media pitch, or a brand story, choosing the right video length can be the difference between being ignored and going viral.

So, what’s the sweet spot?

Let’s break down the ideal video length for PR exposure in 2025—based on platform, purpose, and audience behavior.

🎯 Why Video Length Matters in PR

Video press releases aren't the same as commercials or YouTube vlogs. Their purpose is:

• To inform journalists and outlets

• To attract attention quickly

• To get syndicated and embedded in news articles

In this format, brevity, clarity, and impact are key.

🧪 The Science: Viewer Retention Drops After 90 Seconds

According to data from Wistia and Vidyard:

• Videos under 2 minutes long get the highest engagement rates

• Viewer retention drops sharply after the 90-second mark

• 68% of viewers will stop watching after 2 minutes unless the content is very compelling

For PR purposes, the ideal video keeps viewers engaged long enough to communicate your core message—then ends with a strong CTA.

🕒 Short-Form (15–90 Seconds): Best for Media Pickups & Social Syndication

When to use it:

• Announcing a launch, event, or milestone

• Accompanying a press release distributed via PR platforms

• Sharing on LinkedIn, Twitter, TikTok, Instagram

Benefits:

• Quick to produce and distribute

• More likely to be watched to the end

• Easily embeddable by publishers and journalists

• Works well with autoplay on social media

What to include:

• Hook in the first 3 seconds

• Quick summary of the news or product

• A soundbite or quote from a spokesperson

• Call-to-action (visit website, learn more, etc.)

✅ Ideal Length: 30–60 seconds

🕰️ Long-Form (2–5 Minutes): Best for Storytelling, Interviews, and Evergreen Content

When to use it:

• Highlighting a brand story, founder interview, or case study

• Creating content for your website’s newsroom or “About” page

• Submitting to video platforms like YouTube with strong SEO intent

Benefits:

• Adds depth and emotional connection

• Better for educational or mission-driven content

• Increases time-on-page when embedded in press releases

What to include:

• Opening hook + introduction

• Visual storytelling (b-roll, graphics, testimonials)

• Interview segments or behind-the-scenes

• Company mission and value prop

✅ Ideal Length: 2–3.5 minutes for general audiences
✅ Up to 5 minutes for technical or documentary-style PR content

🎬 What the Media Prefers

News outlets and digital publishers favor videos that:

• Are under 2 minutes

• Include captions

• Can be embedded easily (YouTube or direct MP4)

• Start strong (first 5 seconds determine coverage interest)

Tip: If your long-form video is 4+ minutes, create a 1-minute teaser for distribution and embed the full version as a secondary link.

🔄 Mix & Match: Use Multiple Formats

To maximize your PR exposure, consider this two-tiered strategy:

1. Short-form PR video (30–60 sec) for press release embeds, social sharing, and outreach

2. Long-form version (2–5 min) hosted on YouTube or your site for deeper engagement and SEO

Repurpose clips into Instagram Reels, TikToks, or LinkedIn posts to expand your reach.

📊 Quick Reference: Best Video Lengths by Platform

💬 Final Word: Short Wins Attention, Long Builds Connection

There’s no one-size-fits-all when it comes to video length—but for PR? Short-form wins the first click. Long-form earns the deeper connection.

For most campaigns, lead with a short, polished press release video—then follow up with longer content as part of your brand storytelling ecosystem.

Need Help Producing the Perfect-Length Video?

At VideoPRWeb.com, we help brands craft high-impact video press releases tailored for media, SEO, and social platforms. From 30-second teasers to 5-minute spotlights, we’ve got you covered.

🎥 Start your next campaign with a format built to be seen—and shared.

👉 [Contact Us] to get started or [Submit Your Video PR Brief] today.