Tag Archives: online video

Why Short Videos are the Most Effective in Online Marketing

3 Aug


As the internet becomes increasingly ubiquitous, businesses of all varieties are adding videos to their online content. Videos can be easily embedded on social media, blogs and websites, giving them potential to connect with prospective clients, build rapport and make a lasting impression. The bottom line is some people are more strongly impacted by video as opposed to the written word. However, certain types of videos are more effective than others. Of critical importance is the length of the video.

Less is More When It Comes to Video

The cardinal sin of online video is making the content even the slightest bit longer than necessary. Though there is no magical video length that allows for the optimal effect, videos posted to the web should generally only be a couple minutes or less. When in doubt, make the video as short as possible. Put yourself in the position of a prospective client. They see a blog post, social media post or text on your website, with video embedded between the text. They click the video’s “play” button just to see what sort of footage appears. If the video content does not immediately grab their attention, they might not continue watching beyond the 30-second mark. If they are mildly intrigued, they will likely watch the video for about a minute. If they are absolutely captivated by the video’s beginning, they will likely watch for at least a couple minutes, if not the whole thing.

Why People Favor Short Videos

Do not lose sight of the fact that people do not visit company websites, social media and blogs with the intent of a watching video, so they probably won’t tune in for a video that is any longer than five minutes at an absolute maximum. Even those who are genuinely interested in a business’s service and products might not be willing to watch a five-minute video in its entirety. Attention spans are rapidly shrinking in a society that seems to offer just about everything in an on-demand fashion. People are being flooded with information from commercials to pop-up advertisements, banner ads, listicles, videos, photos and beyond. If your video content doesn’t pull them in right away, they will eventually gravitate toward other stimuli.

Prospective Customers Notice Video Length Right Away

The typical person’s eyes veer toward two things when they find a video online. The first is the thumbnail. If the video’s thumbnail looks intriguing, there is a good chance the prospect will click it and give it a chance. The other element people notice before clicking the play button on a video is the length. If the video length has four digits, meaning it is 10 minutes or longer, plenty of people will ignore it. If it has three digits, meaning nine minutes or less, some will watch. If the video is only a couple minutes or less, viewership will be maximized. The shorter the video is, the greater the odds of a click and a complete watch-through.

Short Videos Engage the Audience

Take a moment to put yourself in the position of a prospective client. You are perusing a company’s website and find a video embedded in the content. You find the thumbnail interesting. Your eyes move toward the video length and you see it is one minute and 40 seconds. You click the play button as you don’t mind sacrificing a mere minute and 40 seconds of your day. After all, most videos have something interesting to offer. So, you click “play” and are immediately hooked by the video’s intro. You continue to watch the remainder of the video and feel a deeper connection to the company. This is the type of engagement your videos should produce.

Alternatively, consider the lack of engagement generated by a prospective client who finds a video on your website, blog or social media that lasts beyond five minutes. Though they might click the video’s play button and give it a chance for 30 seconds or so, the odds of them watching a substantial portion of such a long video are quite low. The moral of the story is lengthy videos often intimidate viewers and make them feel as though the content requires a long-time commitment.

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How can Building Product Marketers create their own “World-Wide Rave?”

11 May

Image linked from CalTech.edu

6 Core Rules to help you get people talking about your ideas from David Meerman Scott.

I read a book a few years back and thought the ideas were powerful enough to pick it up and review again. The book is World Wide RAVE by David Meerman Scott. The basic idea behind the book is to create triggers that get millions of people to spread your ideas and share your stories. In the world of building product marketing, we know how important relationships are, and years ago we called this “word of mouth” marketing. With technology, those basic ideas can be infused with steroids and put into overdrive. It may sound obvious but, in order for people to share your ideas and stories on the web, you must make something worth sharing.

Basically, Meerman contends there are 6 core rules:

  1. Nobody cares about your products (except you). Yes, sad but true. People care about themselves and ways to solve their problems.
  2. No coercion required. You don’t have to trick people to engage with free or % off deals, engage them with relevant content – no coercion required.
  3. Lose control. You have to be willing to lose control of your messages for this concept to even have a chance of success.
  4. Put down roots. It’s simple and the same here as in the off-line world. If you want to receive a letter, you need to send one to someone first. If you want your ideas to spread, you need to be involved in online communities of people who actively share.
  5. Create triggers that encourage people to share. Your content needs to solve someone’s problem, be interesting, or funny, or even outrageous to gain traction.
  6. Point the world to your virtual doorstep. Engaging content drives better search results.

Simple right? And, if it is, why are so many organizations still not doing this? Well, Scott offers up 26 different challenges to us to get past the logjam; some of my favorites:

  1. You have to answer the questions—what is interesting about you and your organization? Why do people like to do business with you? How are you and your organization unique?
  2. Never talk about your products and services again. Focus on your buyer personae and how you can solve problems for them.
  3. How can you push the envelope of what is tried and true in your market? What can you talk about that others are too scared to touch?
  4. Every company has something fascinating or unique that can be turned into a video that people want to share.
  5. What proprietary data and metrics do you have that would be valuable to others? Publish them.
  6. Think about how your organization can do work with bloggers or other influential online contributors such as podcasters and video bloggers. Include them in your press conferences, schedule interviews with them along with any traditional media journalists or include them in your product tests.

Just think about the last time you were at the stadium watching your favorite sports team – one person stood up and started the wave and it quickly spread to thousands. Get out there and create your “rave.”

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