By Christine Schmidt

Audiences are engaging more with longer videos, and you shouldn’t think of all of the “bounces” that show up in your Google Analytics as bad visits. That’s according to two new studies on video and social traffic out today.

Audience tracker Parse.ly and social video builder Wochit both found that content that takes longer to digest is being welcomed by at least some parts of the audience — and Parse.ly noted that there might not be enough supply for the demand. The top 50 percent of visits to webpages tracked by Parse.ly, after excluding visits under 15 seconds, are between 1 and 7 minutes, with 2 percent of those visits greater than 5 minutes. (A visit that lasts past 7 minutes is still rarified air.) On the video side, Wochit found that videos longer than 90 seconds received nearly 80 percent more shares and views than videos of other lengths, in examining the content of hundreds of publishers on Facebook.

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