What's the right length for your culture content? If you can't tell your story in 2-4 minutes or less, it probably means you haven't found your authentic voice.
Discovering that voice takes time, and you may be surprised at what you find. It may not neatly align to your company mission and value statements. And, in our opinion, it doesn't have to. It should support all of that stuff for sure, or you may have a bigger issue on your hands, but it doesn't have to hit every key message in your employee handbook.
It does, however, need to hold people's attention and make them believe. Instead of trying to jam your culture into an epic, all encompassing video, boil down the most important attributes, the secret sauce, into a short video, then support that video with other, well crafted stories that stitch the whole thing together. Culture content is a team effort...you're much more likely to engage viewers with a bunch of short and sweet films than with a ten minute snooze fest.