I have this debate all the time with clients when deciding how long an online video short should be. There are lots of factors that decide this but the main and obvious one is how long will the creative hold the attention?
Most 'Viral' campaigns created by brands are 'one hit' creatives and actually based on the methodology of a TV ad regardless of their adaptation to the online medium. Once the gag is revealed there is no point going beyond a short edit due to the short attention span on offer from your target audience. Not to mention the fact that the sooner you get to the point the more chance you've got of converting the view into a click.
If you are going to go for a longer edit then the content has to be super compelling and have a narrative pleasure for the viewer that transcends the 'joke'.
We achieved this with our short comedy film for Pringles Xtreme and Keith Lemon which had an almost 80% view through and here is another stunning example from trick biker Danny MacAskill for Red Bull. Their work gets ever more ingenious and I am totally taken with this and I am open mouthed in admiration at the talent of the man and that's what content should always strive to achieve.
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