23 Jun Making YOUR Video More Effective
I’ve shared for several weeks about video marketing increasing exposure for your organization. If you’re NOT using video to promote your organization, you’re losing customers to those who do. Video has become an essential marketing tool for ALL organizations. According to Small Biz Trends, online consumers significantly prefer video to any other form of content. At Unity, we are doing more and more video production. See the video below that we recently produced for Dr. Parva from Parva Plastic Surgery.
If you ARE using video, are you using it most effectively? Here are some tips on making your videos more effective.
How long is your video? You can always have a 5 minute video for your organization, but the shorter your video, the better! While desktop viewers tend to stick with videos for 2 minutes or less, mobile users seem to have a longer attention span. iPhone users tend to watch for about 2.4 minutes. Android users give a video three minutes to engage them and Symbian users stick around for just over 4 minutes. iPad users have the longest attention spans of all, sticking with a web video for an average of 5 minutes.
In fact, according to research conducted by Jun Group (2011), videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. Those shorties are only shared 18% more often than videos of longer than 1 minute.
The reason these shorter videos are so popular is because you really only have 10 seconds to grab the attention of your viewers. According to research by Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer. And it doesn’t get a lot better than that. You’ll lose about 1/3 of your viewers by 30 seconds, 45% of them by 1 minute and almost 60% by 2 minutes. And those numbers remain the same no matter how long the video is.
If you want to get a big bang for your buck on social media, try removing audio. Many Facebook, Twitter, and Instagram users view videos without any audio whatsoever. Think about it: If you don’t have headphones, but you’re scrolling through your news feed in public, you’re not likely to grab earbuds to watch a 30-second video. Consider approaching videos as moving images. A solid goal is to grab the viewer’s attention without using audio. Experiment with removing audio from your clip entirely to test the strategy on your own.
Understand the importance of SEO. Your video should be easily searchable so your audience can find it. If you’re posting video content on other social networks, be sure to use popular and relevant hashtags.
I hope these tips help you produce a top notch and effective video. Remember, no matter how long or short or flashy or simple, all experts agree your videos should have some sort business goal or objective besides apart from selling a product or boasting a website. Make sure to use the tips above and if you need more help, call Unity today and we can help produce YOUR videos!