If you’re in the thick of gala prep right now, chances are you’re reviewing a fundraising video or two and asking yourself: How long should this be?
It’s one of the most common questions I get. And for years, the go-to answer has been, “Shorter is better.”
To that I say… not always.
My personal rule: A video should only be as long as it needs to be—and no longer.
If it’s engaging the whole way through, length is less of a problem. But the second it starts to lose momentum? It’s too long.
When I’m thinking through video length, I always look at three things:
- Who’s watching?
- Where are they watching?
- And what do you want them to do afterward?
The answers shape how much time your video really has to work with.
Here’s how I usually break it down:
In-Person Events & Galas
You’ve got a captive audience that wants to be there. That gives you permission to go deeper.
- Impact stories shine in the 3–6 minute range.
- Opening anthem videos should stay snappy—usually 1–2 minutes.
- Mini-documentaries (yes, even 15 minutes!) can work if the story earns it. We did this with the MN Zoo Foundation last year and it was one of their most successful gala videos to date.
Website Videos
People on your site are already curious. You’ve earned a little more time.
- Promo/mission videos: 2-3 minutes
- Story-driven content: 2–4 minutes. Usually the same or similar to your event impact videos.
Email Campaigns
They’ve opted in, but attention spans are still short. This is a bit of a gray area on optimal length and really depends on the audience’s state of mind when they receive it.
Social Media Feeds
This is interruptive content. You’re catching someone mid-scroll, so you’ve got to earn attention fast.
- Keep it under 2 minutes. Shorter if you can.
- Lead with the most compelling moment—don’t save it for the end.
Paid Ads
The most interruptive format. They didn’t ask to see this.
- Think in micro-moments: 15, 30, or 60 seconds max. Here’s an example.
- Repurpose from longer videos by pulling out one powerful message.
Bottom line: Your video’s length should match the attention your audience is willing to give—based on where they are and what they need.
If you’re not sure, test it. I often rewatch rough cuts with someone who doesn’t know the subject. The moment they stop leaning in? That’s when it’s too long.
