It’s not shocking that video use is becoming common practice; especially in regard to the social strategies of small and large businesses. Video content is being consumed at a massive rate now more than ever. Studies show that video content, especially on social media channels like Facebook, have much higher engagement rates and are generally more effective than a single image or image carousel, and definitely more engaging than the days of stock imagery.
If video is not a part of your digital marketing strategy then you should figure out a way to use it in order to remain competitive and relevant. Don’t mistake what I’m saying here about using video content to boost your marketing efforts online to mean that you will have overnight success. You still have to work hard, sorry lazy assholes, perhaps a coloring book will help you release that hostility brewing at me now.
Here’s a couple things to consider when creating videos that will enhance your content marketing.
As it stands, one of the most important factors you need to take into consideration while filming is the length of your video. Keep your content short and concise with a clear message and call to actions. These days, everyone has a short attention span or has somewhere to be. Keep in mind that with social platforms like Facebook users can easily skip through content that they’re not interested in viewing. This applies to both organic content published by their social network or friends as well as paid video content published by us digital marketers.
Generally, the most successful videos on Facebook have an average run time between 30 and 60 seconds. One minute is plenty of time for you to get your message across, and if you can’t you need to think of ways of simplifying it. It sounds like a small amount of time, but this is more than plenty of time! Studies indicate that 92% of people use Facebook on their mobile device which means they’re most likely not stationary. Taking that into account, you basically only have users attention for a quick 3 to 10 seconds so you better make the first 10 seconds count.
The First 10 Seconds
The first 10 seconds of your video are the most important in order to hook our target audiences attention so they’ll watch the rest of the video and not skip it to the next. As I’ve already mentioned, your target audience is more than likely on their mobile device which means they’re more than likely on the move or short of time. The first 3 seconds is your only opportunity to grab their attention and present some sort of call to action.
Now the real question is how do you capture one’s attention in such a short amount of time? It’s easy when you’re able to be clear, concise, relevant and attractive. You want your target audience to understand who you are and what the video is about immediately; so be up front without being too pushy. You want your viewer to actually want to view the content after all. All of this should be done in an creative and engaging way so think about your target audience, your business, and goals and then take it from there. There’s no such thing as a “one size fits all” mentality when it comes to creativity, so that part is left up to whatever your brain can come up with.
Sound or No Sound?
I will say it again, and probably again later on in this article; your viewer is probably on a mobile device.
For this reason, you want to optimize your video content to be just as effective without sound as it is with sound. Why would you do this and how does this connect to mobile? Let me explain; if your viewer is on a mobile device somewhere out in public, on the train or bus, or in the office, they probably don’t want the audio of the video blasting out for all to hear.
On the flip side, maybe their surroundings are too loud to hear the audio such as a train station, mall, or outside on the street. Either way, being able to convey meaning without sound will make your video that much more effective. Your video should have some sort of captioning that conveys the message in a concise manner without being too text heavy. This is another opportunity to enhance the creativity of your video content and overall aesthetic.
- The best video length for engagement 30 to 60 seconds on Facebook (shoot for t.
- People can easily skip through your content.
- The beginning of your video is the most important, so make it count.
- You have 3 to 10 seconds to capture the viewer’s attention and include some kind of CTA.
- You really only have 3 seconds.
- Be clear, concise, relevant and attractive in your messaging and content.
- Optimize video content to be effective without sound.
- People using Facebook via mobile device 92% of the time.