By Rebecca Kappel, Strategy Director
Attention span… 3… 2… 1… Gone.
Imagine you’re in a pitch meeting and you have just a brief few seconds to sell your idea. Sounds dramatic, right? But when it comes to advertisements and videos on social media, it’s reality.
Since the development of platforms like Snapchat, TikTok and Instagram story, we’ve become reliant on the ability to “skip.” Whether it’s commercials or your paid ads, you have less time to capture your audience.
Why is urgency so important in digital advertising? For one, our attention span is now shorter than that of goldfish. A recent study from Microsoft revealed that humans lose concentration after approximately eight seconds, 4 seconds less than recorded five years prior. With that said, hopefully I still have your attention with this blog post…
The good news is that viewers retain 95 percent of a message when it’s viewed via video, compared to 10 percent when it’s read it in text (Insivia). On social platforms, hook viewers with relevance in the first few frames of video. Whether it’s design, imagery or content, your first three seconds will ultimately determine the success of your video. It’s once you’ve captured your viewers that you can then explain how your product or service works.
During the pandemic social media usage is at an all-time high. But it’s still important to be platform-specific when developing videos. But regardless of platform, always think mobile-first. According to eMarketer, 75 percent of video views happen on mobile devices. In fact, mobile video consumption rises by 100 percent every year (Insivia).
Also be sure to enable sound-off viewing. Think about it: When you’re at your desk, in public, or even around family members, you likely don’t turn your sound up for everyone to hear. Whether with captions, text overlay, or other creative design, incorporating text can take your social videos to the next level. That doesn’t mean to ignore the audio quality… That tends to be a weak spot for amateur videos.
Lastly, and most importantly, be creative and professional. Those three to five seconds come and go very quickly. In a world where everyone is scrolling, it’s your design, creativity, and individuality that will bring that scrolling to a pause. You want to represent your brand well. More than 65 percent of people use YouTube to help solve a problem, so what problem does your organization solve? Tell your story and then consider a call to action.
The audience for videos is constantly growing, with no signs of slowing. By 2022, Cisco predicts that online videos will make up more than 82 percent of all consumer internet traffic — 15 times higher than it was in 2017. If you take the right steps in creating your videos, you will see positive ROI and engagement with your target audiences.
Check out some of our recent video work on our Vimeo page.