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3 Tips for Creating Video That Sticks

Video has emerged as the most effective use of marketing energy— some experts even stating that a single minute of video is worth 1.8 million words (that’s the equivalent of 3,600 typical web pages). In fact, the Online Publisher’s Association states that 80% of internet users recall watching a video ad on a website within the past month. But that’s not all—of that 80%, nearly 50% took some sort of action. In fact,
  • 26% looked for more information about the subject of the video
  • 22% visited the website named in the ad
  • 15% visited the company represented in the video ad
  • 12% purchased the specific product featured in the ad

So, what can you do to create more effective video marketing campaigns?

1. Get to the point

10 seconds. That’s the amount of time you have to capture the attention of the folks watching your video.  According to research by Visible Measures, 20% of your viewers will click away if you don’t grab them in those first few. That theory is backed up by a study done by Microsoft Corp. that tells us that our attention spans are now officially less than that of a goldfish (8 seconds)

2. Keep it short

As you’ve probably noticed, 60 second recipe videos, 30 second workout sessions, 20 second laughing baby videos, and 2 minute news briefs have all but completely taken over social news feeds. In fact, this morning I spent a little over a minute watching this little gem. Not necessarily one of my fave’s but… yeah. Point made. People are constantly scrolling through their social feeds, their friend’s social feeds, their friend’s cousin’s friend’s aunt’s feed (we know you guys go into stalker status at least a few times a week…) searching for interesting content to ingest. More and more, the desirable content is video. They may be waiting in the checkout line at the grocery store, on their lunch break, or just unthinkingly scrolling during a TV commercial break (those guys need Tivo), but the bottom line is they are more likely to watch a short (less than 2-minute) video they see online than they are to read a 500-word article or blog post.

3. Be intentional

Take time to consider your target demographic when making any video.  Make sure the content you create speaks to your audience and answers any questions they may have. Create videos that accompany potential customers through every phase of the buyer’s journey. From short product demo videos and service explanations to case studies and testimonials, incorporating purposeful video can be huge for your business and pave the way for sincere and trustworthy customer relationships.