WHY ARE 8 SECONDS SO IMPORTANT FOR ONLINE VIDEOS?
8 seconds may not seem like a long time. But when you think about it, a lot can happen in that short amount of time.
- 15,800+ tons of water flows over Niagara Falls
- Roughly 26 babies are born into the world
- Thunder travels a little over a mile
- 17 million emails are sent
- 47 new websites are created
- And as science has told us about human nature, your video marketing content will, or will not, capture the attention of most people
As human beings, our attention spans keep getting shorter and shorter every year. That means when we click an online video, or sit and watch TV, the content better get our attention fast.
THINK ABOUT YOUR OWN EXPERIENCE
Watching television almost certainly means being bombarded by commercial after commercial. Think about all the ones you’ve been seeing. Do any of them stand out to you? Did any make you look over at the person next to you and comment or laugh? How many of them do you automatically tune out? If you’re like me, the answer to that last question is “most of them.” Television advertisers have a captive audience - How are they missing the opportunity to engage us?
DATING & VIDEO MARKETING: YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION
In a lot of ways, creating good video marketing content is like going on a first date. Sounds kind of strange, right? But it’s a good analogy to explain these tips.
Tip #1: Be visually striking; Make a professional corporate video
The Date: When your date opens the door, you want to be in your best outfit, with your hair looking good, no stains on your shirt, and your car nice and clean. Right or wrong, the first glimpse at the door is going to tell that person a lot about you.
The Video: Start your video out with something that will catch the eye and capture attention - A small detail that engages their curiosity or a really unique visual. Get creative and try to stay away from something completely obvious, run-of-the-mill, expected or overused. And create a corporate video that looks clean and well put together so your viewer understands you’re a professional company that takes pride in your own brand.
Tip #2: Have some information about the person you’re trying to impress
The Date: Hopefully your first date is happening because someone thought the two of you had something in common. Maybe a dating website found some similarities in your profiles and made a suggestion. It’s good to know what those things are so you have something to talk about. Even if you met on line at the supermarket, the first thing you want to do is find out if you have anything in common.
The Video: With video marketing, this translates to “know your audience.” It’s the best way to use the right language and messaging to make a connection to the viewer. If you’re trying to reach dog lovers, you can guess that your video should start with a cute or funny dog. If you’re trying to reach CEOs, start your video with information or a stat about things that are currently affecting CEOs on a daily basis. And if you’re trying to reach scientists and engineers, know what interests them as a group so that your video immediately speaks to them on a professional level. Not only will this tip help get their attention, in some use cases they’ll actually appreciate it and become customers because you took the time to understand what drives them.
Tip #3: Don’t make the conversation about yourself; Make the video about them
The Date: Hopefully you’ve never had the experience of going out on a date and the person across the table goes on and on about themselves. If you’re anything like everyone else in the world, you’ve gone through it at least once. While some self-talk is fine and even appreciated, we’re all kind of turned off by a “me, me, me” kind of person.
The Video: It’s definitely OK to talk about what you do, why you do it, how you can help the viewer, etc. But don’t be the talking doll who pulls its own string. Make it clear how your product or service is positioned to help them in their situation. Make it clear that you have an understanding of their pain points so they know there’s a reason to listen to what you have to say.
Tip #4: Know where you’re going beforehand; Plan the video out
The Date: If you’re in charge of the date, a lack of planning can definitely be grounds for disappointment. Spontaneity is nice, but even that is a plan in itself. The person you’re taking out probably wants to feel like you put some thought into the whole date thing. It can come off as lazy or like you really don’t care too much about the other person if you play it be ear.
The Video: One mistake marketers sometimes make is to try and make content that is everything to everybody. There’s no real plan to their video content marketing. When asked “who is this video going to be talking to?” the answer is “everyone.” When asked “what is the purpose of this video?” the answer is “to drive traffic to the website, to get people to buy something, to go viral, and to tell everyone about our company culture.” Unfortunately, that's a lot to put into one video. You might be able to hit two or three of those points, but to do more would be confusing and too much to take in. Your viewer might leave in order to not be overwhelmed.
Tip #5: Be OK with rejection; Know what your video marketing goals are
The Date: Let’s face it, not every date is going to be amazing. Not every connection is going to be a good one. Sometimes you need to meet a lot of frogs before you meet Mr. or Ms. Charming. It’s not you, it’s not the other person….it’s just not the right situation.
The Video: No video ever made is going to get 100% complete views, 100% downloads, 100% click throughs, 100% anything. Before creating any video, understand what acceptable outcomes and ROI look like for your company and work back from there. This is also tied in with tip #4 (planning) and can help you recognize whether the ROI you’re getting from your corporate video content is hitting your goal, or if you need to rethink your strategy.
Just like in dating, none of the rules of video marketing are completely set in stone. And mixing and matching them can be good or bad depending on a lot of factors. Storyboard Media Group can help you navigate the road to good video content.
NEED SOME HELP WITH YOUR VIDEO MARKETING?
Storyboard Media Group provides corporate video production and video marketing services in NYC, NJ, CT and beyond. We can assist you in navigating the rules of the road to support your marketing goals through video content.