The human attention span is shorter than that of a gnat. Visual clutter and info overload is rendering us almost incapable of functioning. Crissy Bogusz, designer and motion graphics artist with Vogue says, “The shorter [the video] the better. The attention span of the general public is lower than it’s ever been due to the sheer amount of data that they’re subject to daily through new media, in particular social media. Snapchat Discover gives you 10 seconds to deliver the message and engage the user.”
The bottom line? Less is the new black. Videos of 15 seconds or less are shared up to 37 percent more times than videos that last for 30 seconds or more.
We spend around five hours a day on smartphones, which are made to be held vertically. With the majority of internet traffic now coming from mobile devices, take advantage of this format to engage your viewers.
Grant Munro, general manager of Shutterstock Custom, says, “Snapchat recently claimed vertical video ads on its platform were watched all the way through, nine times more than horizontal video ads. Mobile is by far the biggest driver of vertical video.” Social media platforms are also gearing up for vertical, including Instagram, WhatsApp and Facebook.
The bottom line? Invest in square of vertical video optimized for mobile in 2018.
Once isn’t enough
Digital video may take up more of your budget, but that doesn’t mean you should invest in just one video and use it across all marketing channels. A variety and mix of videos is a big part of what makes successful brand campaigns so popular.
“A video isn’t a one-trick pony! Many marketers make the mistake of thinking a video is only used for brand campaigns and social media,” said Tyler Lessard, vp of marketing for Vidyard. “Video is extremely effective throughout the entire buyer’s journey and is particularly important for B2B companies that have complex sales cycles. It’s effective as part of email marketing, digital marketing, web, social media, brand and content marketing.”
The bottom line? Video isn’t just for brand services. You can explain your solutions, showcase product capabilities, share customer stories and provide thought leadership across multiple channels.
In a nutshell
Video takes up the lion’s share of all web content, and will continue to grow, so it pays to reach your customers through this medium. Dwindling concentration spans and a rise in visual noise means your video needs to stand out. Keep it brief, keep it focused on the message, go vertical format, and ensure that your videos are part into your digital marketing strategy, and not an isolated event. Follow these industry-expert tips and they’ll help you build the blueprint for successful brand campaigns.