AL MUTEL / ARTICLES
15, 30 or 60 seconds? The right ad length starts with the goal
The biggest mistake in an ad is fixing the length first and then cramming every service into it. It's better to choose one message, write its shortest version, then add only what the viewer needs. 15 seconds for one idea, 30 for an idea with quick proof, 60 when the decision needs explaining. These are editing rules of thumb, not platform rules.
Updated: · AL MUTEL team
The short answer
| Length | Use | Suggested structure | |
|---|---|---|---|
| 15 seconds | A quick intro or one idea | Problem → benefit → action | |
| 30 seconds | A product or service with a benefit and proof | Promise → visual proof → call to action | |
| 60 seconds | An explanation that needs context or comparison | Question → explanation → example → action |
How to cut without weakening the message
- Drop the long logo intro; open with the problem or the scene that matters to the client.
- Make every shot add new information or feeling, and don't repeat the voice-over word for word on screen.
- Watch it on mute: is the message clear from titles and subtitles?
- Prepare versions with different sizes and openings for each channel instead of cropping one wide version.
Length alone doesn't guarantee views. Track completion rate, clicks and enquiries against the campaign goal, then improve the next version.
Video production & editingThe AERA ONE ad
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