Myth of the Short Video: Why Shorter is Not Always Better
There is a common myth in the world of modern marketing that our attention spans are getting shorter – much shorter.
Some studies claim the average attention span is around 10 seconds, especially in the millennial generation. In response to this trend, advertisers have championed the use of short, attention-grabbing videos to draw in a mass amount of views. There are plenty of situations where shorter videos are better suited, but there are just as many situations where a longer video would be a much better fit.
When Short Video Might be Better
Short videos are best used at the top of the marketing funnel, where the customer is seeing your product for the first time. The most common example of this is seen in TV commercials, which run for 15 to 30 seconds on average. But short videos can be especially useful on social media platforms and online advertising as well. Effective short videos (around a minute or less) include product highlights and daily content videos, such as inspirational quotes, behind the scenes, and general social media ads.
Explainer videos are another useful format to introduce consumers to your product. Another effective option is creating highlight videos that are cut from larger videos, such as webinars and keynote speakers, in order to generate interest in long form video content.
When Long Video Might be Better
Once your consumers have purchased your product or service and have begun developing loyalty to your brand, longer videos become a tool for cultivating and maintaining those relationships. These videos are a stark contrast to the 15 to 30 second advertisements that are popular in digital marketing. These long-form videos can run from a few minutes to hour-long live streams and webinars.
A sign that your company is successfully connecting with your target audience can be seen in high engagement in long video formats.
Maintaining an active and positive brand personality requires an endless need for content. Look at popular tech brands such as Google and Apple, or fashion brands such as Armani and Prada. These companies have created such a strong brand presence that their customers can’t get enough of their products and stay up to date on all the latest trends and releases. Here are four examples of when long video would work to promote your brand.
Keynote Speakers & Conferences
This video format can help your audience reach a deeper understanding of what your brand represents and also gives your audience a human representative to go along with your products. Keynote speaker videos can also be used internally to reinforce your company’s culture and goals. Effective keynote speakers understand what your audience is passionate about and can connect your brand to your customer’s needs.
Video content from conferences are similar to keynote videos but typically involve a greater focus on your product along with your company’s respective role in the industry. Most trades have conferences that highlight current trends and exciting developments in the future of the industry. Highlighting your brand’s presence at that forefront of what’s new and exciting will further increase your brand’s credibility.
Livestreams are a great tool when sharing your company’s current events. Consider using live streams to cover special announcements for holidays or product previews and launches. Live video is also perfect for behind-the-scenes tours. In an age where most media is pre-recorded, live media remains an exciting and in-the-moment alternative. Hosting a live video is great for building trust with your audience and promoting the authenticity of your brand.
*example* Dunkin Donuts – Live Tour
While other long video formats can promote your brand, webinars can be both an engaging and educational method of communicating with your audience. Webinars are the most effective in cultivating brand loyalty because they provide the value of an educational experience. Webinars have become a popular alternative to conferences as being more cost-effective and convenient for attendees. As mentioned before, webinar videos can be cut into short effective marketing videos. You can even sell an exclusive service or offer to customers who sign up for a webinar. Or, simply offer an incentive for signing up and generate a great pool of future leads. There is also the possibility of embracing customer feedback by addressing common questions by incorporating live comments or a Q & A session.
Product Reviews & Customer Testimonials
Short product review videos can be effective in bring in prospective customers but there are also many cases where long-form videos are more effective. An in-depth review gives interested customers the information they need to make an informed purchase. Product review videos have become extremely popular on youtube and social media platforms, comparing rival products and services.
Along with embracing and promoting reviews, use long form video to share how your customers are using your product. Customer testimonials focus on the personal connection between your brand and your customers. Long-form video can best illustrate this relationship by going into detail about how your product meets your client’s needs.
*example* Tony Robbins – Salesforce