Video has become the backbone of marketing. It is one of the most powerful tools, provided you follow a few rules. The factor that is playing a key role at the moment is duration. Users have less and less time, which is why short and precise formats are the most demanded.

Here we explain how short-form video marketers are effective!

Why Short-form Videos?

With the intensive use of new technologies (social networks, multi-screens, etc.), our attention span has become shorter. We went from 12 seconds in 2000 to 8 seconds today, according to a Microsoft study. This is why the first 8 seconds of a piece of media are crucial. If you haven’t captured the user’s attention in this time frame, they will look for the information elsewhere. Attracting and keeping the attention of Internet users is a real challenge on the web because there are many sources of distraction, especially on social networks.

Studies indicate that videos between six and eight seconds have a 36% higher engagement than longer formats, especially mobile videos. In addition, they generate twice the click-through rate (CTR) than online video formats.

However, videos that focus on a specific product and include a customer service call should be slightly longer, approximately 15-30 seconds.

The truth is that short videos are a trend among brands because they are more effective in generating more significant interaction with users.

A Video on Your Homepage

A video on the home page of your site can help you hold the attention of your visitors. In addition, it lengthens the average visit time on a site by 2 minutes. It can also be used as an introduction to appointments or meetings to synthesize information and stimulate attention. In short, a multi-purpose marketing tool!

Succeed in Your Video Marketing Strategy

There are three things to succeed in your strategy: Video is omnipresent. You will have to stand out, diversify its form and content and keep in mind that the creation process is long.

Stand Out with a Good Spread

The companies that released the first marketing videos didn’t need an aggressive release strategy. Posting content was enough to ensure success.

Today, this is no longer the case. The techniques for creating content are less expensive and more accessible. In 2018, more than 80% of companies used video as a marketing tool.

It is everywhere, but can we consider this as a saturation that threatens the future of video marketing? Not really, since Internet users watch an average of 1h30 audiovisual content per day, and the demand continues to grow! The public is fond of audiovisual and expects to be offered new content.

However, good distribution remains a key step to reaching your target. Think about it before the production of your video: you can adapt the content to the chosen distribution channel (Facebook, Twitter, intranet, website, trade show, etc.)

Be entertaining and playful in the first seconds to hook Internet users and convince them to watch the sequel.

Diversify the Format and Content of Your Videos

As said above, video is omnipresent. By always offering the same formats to Internet users, you will not retain their attention. You have to constantly innovate and come up with new things: 2D animation, real shots, vertical or square format, personalized video, etc.

Social networks are developing many tools to help companies diversify their content. We can find the stories with their vertical format, the interactive videos and their playful side, the 360° films which make it possible to engage a community and make it travel.

Internet users are big fans of new things. Do not hesitate to carry out tests, diversify your content on social networks and above all, analyze your results to find out which formats are most successful with your audience.

Good Video Production Takes Time

Marketing videos take time to make, especially if you decide to go it alone. You must first study what your target likes, determine the formats that will be successful, and know the distribution tips according to the distribution channels.

In addition to that, there is also the whole production part: How to write an effective script? How to do storytelling? Which style is best? What tools have you deployed?

The important thing is to have ONE message and ONE target only per achievement. Otherwise, you will not be relevant. If you have several messages to convey or several targets on the same subject, then cut into several episodes and make a series!

All that’s left is to determine a publication schedule to make an appointment with your community!

If you don’t have a lot of time to devote to creating your marketing video or if you lack certain skills, hire an expert agency. RadVine Marketing experts can help you with your projects. Indeed, our agency accompanies you from the definition of your need, through the production of the content, until its distribution. Contact us at 405.212.9432 or visit their website to find out how we can help with the production of the right video to bring life to your brand.