Skip to Main Content
Introducing Next-Gen Confirmations; Reliable, Dynamic, High-Performance Booking Confirmations→

Trends Q: Does the length of a resort YouTube video impact the views and ratings it receives?

photo of the author Gregg Blanchard

Video is a powerful medium, but whenever video strategy is discussed it’s hard to avoid debating the optimal length. Individual story needs aside, we wondered what the numbers would say. Do longer videos get fewer views and lower ratings than shorter ones? Here’s our answer.

The Goods
For this analyses we looked at over 22,000 YouTube videos uploaded by over 240 North American ski resorts. Combined, these videos had nearly 50,000,000 views and over 110,000 ratings. We then grouped these videos by their length in one-minute intervals. As a slight departure from normal Stash style, we included both the average view count and average rating. Take a look.

length-vs-viewsrating

While the variations aren’t as dramatic for ratings, both curves follow a fairly similar path where their lowest points are for videos that are 0-1 minute long and peaking around 3-5 minutes. Videos longer than 5 minutes showed a sporadic, but nonetheless downward trend all the way to 10 minutes.

What This Means
The short version is, yes, length matters. It probably shouldn’t trump the needs of a specific piece of content, but it does correlate to both the number of views a video receives as well as how users rate it.

What was interesting, however, was the low view and rating results for shorter videos, especially those under one minute. In both cases, this was the lowest performance which makes us think that while videos can certainly be too long, it seems they can also be too short.

Tuesday Tapestries
From massive spindles of resort data we weave simple, unique marketing tapestries (like what you just read) and release one every Tuesday. We call it “The Stash” and if you want a heads up when the next one drops, stick your email below.

Free Resort Marketing Playbooks

Download a 4-pack of our most popular ecommerce and marketing playbooks when you subscribe to our news + updates list.

Western Mountain Destinations Post First Revenue Gains Since February

October 15, 2020

Lodging in Southeast Destinations Post Big Rate and Revenue Gains for Upcoming Winter During Busy September Booking Period

October 14, 2020

Strong Rebound at Southeast Destinations to Close Summer

September 14, 2020

Short-Lead Bookings Dominate Lodging Patterns at Western Mountain Destinations

September 14, 2020

Booking Pace Softens at Southeast Destinations in July

August 18, 2020

Questions? Talk to a friendly Inntopian.

Prefer the phone? Not a problem. Just call (877) 740-4143 and the amazing Leslie Whitaker will give you a hand.

Contact Our Team
the inntopia team celebrating a new campground client