What is the ideal length of your branded video content on social media?

The start of a new year is the perfect time to talk about… time. Many people have asked us how long it takes us to produce a stop motion video. Well, to be honest: longer and longer. As our ambitions stretch further, we want to create even more detailed film sets and well-developed characters. We are off course always looking for ways to speed up the process. But that doesn’t really answer the question yet: how much time for one video?


Phase 1: Concept

It all starts with an idea. We usually come up with a story very quickly, but we continue to polish it along the way to make it technically feasible. Not only do we create the concept, we also discuss which materials to work with, how to make something, etc.

Time needed for this phase: 1 day.

Phase 2: Storyboard

Our clients should know exactly what we’re doing for their brand. We therefore translate the idea into a detailed paper storyboard. Want to make some changes? Now is the time. We like to avoid editing afterwards at all costs.

Time needed for this phase: 1 day.

Phase 3: Production

Everyone satisfied with the storyline? Then we start composing the set and characters. We’ll go as far as the client wants us to, but the cost will never be outrageous. We produce each prop in house and are not dependent on external specialists.

In this phase, the camera is fixed and not moved again until everything’s recorded. We build up the set through the lens. Every prop is placed so it fits into the frame. Some elements are even made a little crooked on purpose to look better on screen.

Time needed for this phase: depending on the project (1-5 days).

Phase 3: Recording

Once everything is set, we record. Most important thing is to start with a clear mind. We double check every step of the recording. The studio is made lightproof. Spotslights turned on. Every prop is fixed as steady as possible.

Now starts a process that easily lasts a few hours. 6 seconds of video require around 150 photos. The more movement in the recording, the more work. Every object that moves, needs to be relocated slightly. Sometimes 3 millimeters, sometimes 5, depending on the speed and distance the object needs to travel.

Time needed for this phase: a few hours.

Phase 4: Post production

When the recording is ready we look for audio that supports the story and sometime we need to delete some rigs.

Time needed for this fase: 4 hours max

And how long should a video be?

Our videos aim to reach people on Twitter and Facebook. Getting users’ attention starts in their timeline, and motion is the perfect medium to do so.

Brands however often seem to think that the longer the movie, the more they can tell. Wrong. Your time to reach someone on social media is limited. Drowning in an information overload, users scroll away in a second. At LoopingTales, we are firm believers of telling a story in the shortest way possible. Endless loops support this by repeating the message. So the perfect time? 6 or 15 seconds are the lengths that Vine and Instagram think it’s best. Youtube uses 5 seconds because that should be the length that viewers of a video are willing to watch an ad before they skip it away. 
Do you want to grab the attention for your brand? Let’s talk!

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