High-quality video content material is extraordinarily highly effective. For companies eager to drive tangible success in trendy digital marketplaces, understanding the way to produce partaking video it’s arguably extra necessary than ever earlier than.
Research performed by Wistia in 2016 highlights some notable video engagement statistics together with:
- 2-minute lengthy movies are wonderful engagement mills
- A transparent drop in engagement usually happens between minutes two and three
- The interval between minutes six and twelve of longer content material are a primary alternative to drive extra connection along with your viewers
- As quickly as your video content material enters its twelfth minute, engagement ranges will seemingly steadily scale back till the finish
Importantly although, this analysis doesn’t conclude that each video you produce needs to be lower than 120 seconds lengthy. So simply when is longer video content material efficient and why? Let’s take a better take a look at the benefits and disadvantages of each quick and long-form video content material.
Short Video Content
Typically securing higher engagement ranges than its long-form counterpart, quick content material can be extra prone to maintain viewers’ consideration for longer than ten seconds, which is proving to be one in every of the best challenges going through video entrepreneurs as we speak.
Although claims that our consideration spans at the moment are shorter than that of a goldfish have been confirmed to be deceptive, as people we do have the tendency for brief consideration spans. Some fascinating analysis from Princeton University in 2018 exhibits that focus spans and notion isn’t a steady expertise however as an alternative ‘pulses’ on and off, as we swap our consideration each 250 milliseconds from what’s happening on-stage to the evaluation happening in our personal heads.
This fluid consideration span has given us an evolutionary benefit and signifies that we’re much less prone to overlook issues, nonetheless, it does make it trickier for entrepreneurs to carry consideration spans for lengthy sufficient to speak key messages and info. This is the place short-form content material shines.
If you’re questioning how a lot might be mentioned in such a brief period of time, you could be shocked at simply how versatile quick video content material might be. You may, for instance, use a brief video to:
- Highlight a selected subject, story or information article associated to your corporation, emphasising a number of key factors that your viewers will discover significantly attention-grabbing
- Condense a webpage into a quick piece of partaking content material to enhance engagement metrics
- Produce a inventive commercial that showcases your ethos and model persona.
- Create a fast how-to video that may assist your viewers to resolve a really particular downside
You may discover that you may’t talk all the pieces you wish to with a view to present the most worth to your viewers, however this doesn’t imply that you may’t additionally pursue a brief video content material technique. In truth, you need to use it as a chance to spotlight your long-form content material by making a teaser trailer that may give your viewers simply sufficient info to immediate them click on by and interact.
Shorter content material like this will also be modular in format, with every video being only one a part of collection that examines a sure situation, subject, services or products.
Remember, audiences aren’t often prepared to speculate their time into long-form content material in the event that they aren’t satisfied from the outset that it’ll ship sufficient worth in return for his or her time. Short teaser content material can work to reassure them that your content material is efficacious and received’t disappoint.
Pros of Short Video Content
Requiring much less time and sources, quick content material is usually fast and easy to supply. In addition to fast turnaround occasions, you’ll discover that you may produce a bigger amount of high-quality video content material very effectively.
As extra persons are prone to interact with quick movies, your messages might be extra prone to attain and resonate with bigger segments of your viewers.
Short video is very shareable. This is necessary if rising your attain is one in every of your core enterprise targets as a result of 92% individuals who watch video on cellular units additionally share video content material with others.
Cons of Short Video Content
Working with a restricted timeframe means that you will want to condense your communications accordingly, which may imply skimming over a few of the element that you simply may ideally favor to incorporate.
Short video merely doesn’t lend itself to each subject or type, so that you seemingly received’t have the ability to undertake this strategy completely.
Some creativity might be required to make sure that your quick video content material is each partaking and useful. It is comparatively easy to throw collectively a video with a runtime of below 60 seconds, however it’s difficult to ship highly effective experiences that your viewers will keep in mind.
Long-form Video Content
Video can be utilized in all kinds of the way to satisfy key advertising and marketing targets, enhance conversions, and propel your corporation in direction of core enterprise targets. So, though “as short as possible” is often the default reply to the query of how lengthy your video content material needs to be, the precise reply relies on a wide range of various things together with the motivations behind your video content material technique.
Long-form video content material is superb for:
- Capturing consideration with area of interest subjects
- Building model affinity and model id
- Establishing your corporation as an authority inside your business
- Creating emotional experiences that audiences will keep in mind
Pros of Long Video Content
With no time constraints to fret about, the solely issues that may prohibit the potential of your long-form video content material are your finances and your creativity. Whether you wish to showcase the behind-the-scenes of your corporation in an in depth day-in-the-life documentary or train your viewers the way to change a tyre by choreographing an interpretive dance to music, the solely factor stopping you is you.
As you could have the time to offer a big amount of knowledge, long-form video content material has the potential to make a major affect in your advertising and marketing targets lengthy into the future, offered that it’s well-produced. You may even have the alternative to make a collection of shorter edits of your closing video for various platforms to extend your attain and drive extra engagement.
There are a spread of the way to keep up your viewers’s consideration together with Call To Actions (CTAs) and utilising these methods properly can efficiently lead your viewers by the gross sales funnel and drive extra conversions.
Cons of Long Video Content
As you’ve acquired extra time to play with, it goes with out saying that you will want to speculate extra time into the planning and manufacturing processes to make sure that your closing video communicates your core messages clearly and logically, in methods which can be persistently partaking all through. This usually signifies that your finances will must be considerably bigger to account for an extended put up manufacturing course of.
It is vital to keep in mind that the solely people who find themselves going to look at a long-form video from starting to finish are those that are already significantly concerned about what you do and what your content material is about. As it’s basically unattainable to enchantment to your total audience right here, you must as an alternative work to focus on very particular purchaser personas who’re additional down the buying funnel. Generally, this implies addressing extra area of interest subjects in additional depth. While you may not safe a lot of views with this content material, long-form video does have the potential to drive a major variety of conversions when you have pitched it to the proper viewers.
Front-loading key messaging is typically really useful to achieve these viewers who aren’t going to look at the total video, nonetheless, this will interrupt your narrative. Instead, focussing on telling the story in the method you wish to inform it is going to usually yield the greatest outcomes.
Video has the energy to drive success for your corporation in a wide range of methods, however solely in case you are profitable at speaking your core messages in ways in which your viewers discover partaking. Put storytelling, engagement and high quality at the forefront of your strategy to make sure that each you and your viewers get the most worth out of your video content material.