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A Feeling I Get

Not too long ago I pulled off the impossible. A surprise party. Months and months of covert planning, secret phone calls and shady behavior all came together for one purpose: A Reaction. It was priceless. Watching raw emotion and excitement unravel as a result of something you had a hand in, is in a word: AWESOME. I’ll remember that moment always.

 

I get the same feeling when I sit in an audience and watch a room full of people react to a video our Team produced. My heart skips a beat. I love nothing more than hearing people laugh at all the right places, take pause when it counts and rise to their feet, and clap at the end. It’s like watching someone unwrap a present that you know they will love, and then watching them freak out when they see it for the first time. We recently produced a series of videos for the Girl Scouts of West Central Florida’s annual “Women of Distinction” event. To sit amongst hundreds of people – including the women and their families- and watch them react, was a feeling I won’t forget.

We are all hardwired to remember events that are more emotionally charged. Good marketers know how to leverage this fact. You need to help people feel an emotional connection towards your brand, and there’s no medium more emotional than video. It lets you convey so much more than words. Facial expressions show people your excitement, tone of voice tells a compelling story, and sometimes music alone can get people fired up about your product. Like this one we produced for BMW of Freehold.

Look for different ways to leverage this emotional opportunity. If your support team is interacting with customers via email, phone, and support ticketing, use a video to introduce those team members in a new way. You can even create an emotional connection to your product. If you use case studies as part of your marketing mix, try a video case study. Here’s an example from Wilson HCG.

Emotional connections are important because they help people remember you. The goal is to make people feel inspired, delighted, or joyful when they see your content. In remembering you positively, they’re more likely to buy from you, come back as a repeat customer, and even recommend you to someone else. An emotional connection will help you stay memorable and drive more sales your way.


About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

How long should my video be?

You’ve probably heard people joke about human beings having a shorter attention span than goldfish, sadly it’s kind of true. If your content doesn’t capture a viewer’s interest in the right amount of time, they’ll move on to something else. We have to hold our audience very tight and not let them even think about moving, not even a tiny little inch (or pixel) from our content.

 

In one of Wistia’s video lengths analytics, it’s clear shorter videos are better for getting people to watch the whole thing. Also, if you go to your YouTube accounts dashboard you will find an option to view your videos analytics. Their research supports the idea that  shorter videos produce a more engaged audience. That said, not all videos are created equal and you can’t always live by a one size fits all rule.

 

TV Commercials are generally 30 seconds in length. When they first came out, the spots were very expensive. So advertisers shortened their ads and that’s one of the main reasons why most commercials today are very short. And generally speaking that length works very well with human attention span.

Online Video Content Length is an important factor to consider when creating online video content. Viewers will only stick with your video for so long, but the optimal video length tends to vary depending on the purpose of your content.  There are so many different rules when it comes to the length of online marketing videos, it’s difficult to come up with a steadfast strategy. For example, we are in the middle of a campaign right now where we are dealing with videos that are between two to three-and-a-half minutes. THAT’S LONG. The completion rate is VERY low… uh oh.. you might think, BUT what we are finding is that within 20 seconds a higher than normal percentage of people are clicking the “learn more” link and as a result we are driving traffic early on in the video. Driving traffic is the goal, so the full length of the video does not even matter as long as the call to action is taken by the viewer.

With that said keep in mind that when it comes to snack-able video content, shorter is better.

Crowdfunding Videos are meant to create credibility around the project, so there is       usually a “talking head” involved. And it’s usually the founder or inventor speaking about the product, and another part of showing the product and how it works. These videos can be a bit longer than commercials. The audience is looking to learn more. Think of this one as the Goldilocks of videos. One minute videos are usually too short. Five-minutes is too long. Two to three minutes is just right.

Testimonials are informative, but that doesn’t mean they can’t be creative. You    want to show your customers and/or employees talking about your product or business. Keep in mind the audience watching this wants to learn more, so it’s more about listening than watching. While longer form testimonials aren’t terrible, if you’re going to use them for marketing purposes you wouldn’t want the video to last more than two minutes.

 

Campaigns/ Brand Videos The rule here is quite simple. In fact you can equate it to a rule of writing. Your copy can never be too long, it can only be too boring. The minute you stop being engaging, you’re going too long. So for these videos — make them as long as it takes to get the point across.

That’s all for now. Best of luck with your video production. It can all seem overwhelming, but it doesn’t have to be. Allow the Mad Bear team to help. Start by clicking here.


About the Author: Roshni Hannon
Contact: roshni@madbearproductions.com

Her name means “light” and that is what she is… high energy, bright and fast. And yes… she does run regularly. While we’re not sure what she is running from (perhaps her two young kids) we know she’s covered a ton of ground. She was the Executive Producer for an award winning and number one rated morning show in Tampa for years. And now, she uses her unique blend of organization, storytelling and curiosity to help Mad Bear clients find their stories. Think of her as an architect, a story architect.

User Generated Video Can Enhance a Project (if used right)

Yes — we are actually encouraging people to produce professional video using their smartphones.

No — we are not crazy because this is a strategy that works.

The word strategy is crucial here. Without strategy, you just have a bunch of poorly shot video without purpose.

This is a way of significantly increasing the scope of your project while keeping the cost of production down.

Here is a scenario — there is only enough budget for a few days of professional shooting yet you are trying to capture locations in more than one state.

Unless you have some magical ability to be in multiple places at once — you’re stuck, right?

Nope!

Here is where you can leverage the fact that most people have easy access to some type of device that shoots reasonable quality HD video.

Take a project we recently completed for WilsonHCG. They wanted a video that captured the essence of their corporate culture but their people work/live all over the country. So, we asked some of their employees to answer a few questions by speaking into their own cameras. Then we wove some of their footage into the storyline.

Not only does the user generated footage add scope to the storyline but the fact that employees are helping to produce the piece adds a subtle amount of intimacy — it creates the right feeling.

One final note: When you ask people to use their phones to shoot their own video, remind them to make sure the phone is positioned on its side rather than vertically.

For those who don’t understand what I mean — you may be one of those unfortunate souls who has VVS (Vertical Video Syndrone) — if you get nothing from this post other than how to avoid VVS — then I would call this post a success. Enjoy!