One of the biggest mistakes brands make in regards to video production is creating a video and/or campaign that is either too short or too long. If you don’t give customers enough lead-time to engage with a campaign before it’s over, you get no benefit. At the same time, videos that are too long make your viewers stop watching and are a waste of time and money to produce. In other words, finding the sweet spot of video and campaign length can be a challenging, but crucial, component of success.

But for the American Simmental Association, the numbers don’t lie. In fact, sometimes they can be a surprise. This week on In Focus we visit with Chip Kemp to learn how the ASA determines the length of their videos and marketing campaigns.

Chip shares how the ASA has experimented with different video formats, video lengths and campaign timelines to determine what works best for their digital platforms and audience interests. Through testing and relying on the resulting data, they have found patterns that continue to prove successful.