Video marketing has been on the up-and-up for a good few years now and is a key part of online marketing. But how videos are produced is about to change, and in order to stay one step ahead of the curve you need to start adopting short form video in 2019.
The stats are in to back-up this claim, and they show that the optimal length for a video on Instagram is 26 seconds. On Facebook, meanwhile, 75% of all published videos in the last 12 months lasted less than 2 minutes.
Since short form video is a must, here is how to do it:
Nail The First 5 Seconds
You haven’t got long to grab your audience’s attention, nor do you have much time to cram your message into your video. As a result, you need to make your first 5 seconds count.
Indeed stats have shown that viewers will stop watching a video if the first five seconds haven’t grabbed their attention.
Capturing their attention means knowing exactly who your audience is, and what they want. What’s going to make them stop flicking through their newsfeed to settle down and watch your video?
It’s a smart idea to get your logo in there as soon as possible, while using tools to create eye-catching graphics that present brand familiarity work, too. Branding, after all, is what establishes familiarity and trust.
Refine Your Message
You don’t have too long to focus your message on social media. With less than 2 minutes to have an impact on Facebook, and even less time to have an impact on Instagram, you need to get good at focusing your message so that any needless details are left out.
To make every single second count so that the view
er stays with you until your call to action, your message needs to be absolutely crystal clear.
To that end, focus on one single key point that your video will be about. You can be as detailed as you want in your script, but everything must centre around one specific point. If your message is all over the place, viewers will stop watching.
Produce 6 Second Video Ads
If a 26-second Instagram video didn’t sound extreme enough, how does a 6-second video ad on YouTube sound?
This super-short format is driving audiences wild at the moment, with studies showing that they boost brand awareness by as much as 61%.
Of course, cramming your core message into 6 seconds is a challenge, and you will likely need to experiment a few times before you get good at this. But as the ROI promises to be huge, it’s important that you make a start now.
For inspiration, check out some of the top 6-seconds ads so far.
Create a Solid Script