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How long should my video be?

Look to the left. Now to the right. Are you alone? No one has to know the answer to this question. This is a moment of truth. How many times in a day do you check your smartphone? How many times while you’re reading this blog do you think you’ll have a quick glance at your email inbox.

News flash: attention spans are shrinking!

That much we know. But, before making any determination on length you have to consider your audience. Where do they live?

Your answer impacts which platform you should use to share the video. The answer really is don’t just create one video at a fixed length. In this multi-channel world, it is very ambitious and bold to ask a lone video (regardless of length) to do everything. To maximize performance, vary the length of the same concept. What you put on Instagram will not be the same content you share during a live event.

With all that said you’ve got to learn to crawl before you walk. In essence, in order to break the rules you have to learn them first.  So here are the basics when it comes to length.

Go Shorty…

Remember when we mentioned those short attention spans? Let’s get back to that. To cater to viewers’ fleeting attention advertisers now film snackable, six-second versions of their 15- or 30-second ads.

Six seconds?! Yes. This is a very viable length right now. But remember, the video does not have to do everything… it just needs to get the attention you desire and cause the viewer to want more.

The overwhelming majority of videos we create are less than two minutes in length. Our team embraces the shrinking attention spans and shifting audience expectations, and we are always advising our clients on how to adjust their content to match.

We find that when it comes to product videos, some demos, and explainer videos, the shorter and more succinct the better.

1. Explainer Videos

In essence, an explainer video is one which provides an overview of a problem and demonstrates how your product or service provides a solution.

As these are generally quite top-of-funnel, meaning you are likely engaging your audience for the first time to get their attention and get them wanting more,  it’s best to keep them concise.

Recommended Length: 60 seconds or less

We produced a high-level infographic to explain what Hu-manity.co stands for.       
A deep and sophisticated philosophy does not have to be difficult to demonstrate with video.

2. Product Videos/ Sizzle Videos

If you think of the explainer video as the “what.” Then your product/ sizzle video is the “why.” These videos let your viewers experience your product or solution.

And at this stage, it’s okay to go a little longer. At this point, you’ll have piqued their interest!

Recommended Length: One to two minutes 

A product video doesn’t have to be something tangible. It can be a concept or an event. We produced Visit Tampa Bay’s Sales/Sizzle video as a tool for them to attract more meetings and large scale conventions to the area.

3. Webinars

Webinars are great opportunities to delve deep into subjects of interest to your audience.

With webinars, you also have a lot of flexibility on video length. It all depends on what you’re presenting and how you want to present it.

Recommended Length: 15 minutes plus Q&A

                               Our crew assisting with Bayer’s CTEPH webinar. 

4. Social Videos

What better way to connect with your audience than through their favorite social channels?

The rising popularity of IGTV is the world’s way of recognizing people are watching less TV and consuming more digital content. Instagram TV allows creators to upload high quality, long-form videos. It allows users to create channels where they can upload videos between 15 seconds and 10 minutes long.

IGTV is in fact the exception and not the norm (for now). In general, short and sweet videos are perfect for engaging with your audience on social.

And while it’s important to keep tweaking your video approach as social needs are always changing, here’s what’s working well right now.

Instagram stories can be longer, but they go away. And remember money talks. If you put money behind your push on Instagram and Facebook the rules are different. Posts can be longer. So below are for those of you going it without the added push.

Recommended Lengths:

  • Instagram: 15-30 seconds
  • Twitter: 15-60 seconds
  • LinkedIn: 15 seconds-tw0 minutes
  • Facebook: 15 seconds-two minutes

Video Pitches

Are you pitching a reporter or maybe you’re producing a sales pitch?

If you think six seconds is short, consider that your email pitch may be competing against 799 other email pitches.

As professionals who have lived on the other side of the pitch, we recommend keeping pitches short and sweet.

You can check out more on video-pitching here.

Recommended Length: 30-45 seconds

Long-form Content isn’t Dead

Now with all that said, we are NOT swearing off long-form content. It comes down to your goal and many times the platform. Webinars, certain event videos (like our example below) and many product demos can be 3 minutes and more. The bigger questions are: How well do you know your audience and can you meet them there?

We created a longer-form video for Habitat for Humanity based on what we knew about the audience and the circumstances under which they would be watching. 

In a nutshell, even though short content performs well, consumers also seem to have an appetite for in-depth educational content.

Remember, time is money. But don’t sell your story short.  Hit reply and tell us if you think this article was helpful.

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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.

 

Video Trends for 2018

As we move full speed ahead into 2018, the world of video marketing is not slowing down. In fact, with one more year of technological innovation and creativity behind the camera, the world is in for more captivating content in the year ahead. From virtual reality and 360 and everything in between, marketers are getting immersive and uber creative with their content.

VR/360 VIDEO MARKETING

Virtual reality and 360 video  really started to gain traction in 2017 with more and more industries recognizing the power of an immersive experience for consumers. In 2018 look for this trend to continue it’s skyrocketing ways. Industries like Education will be spending more on Virtual technology. Travel & Tourism are going to be investing more in 360 and VR, allowing travelers to explore locations before booking vacations.

Between 360 and VR, 360 may have a bit of an edge. Like our videos below, with 360 degree video content, the consumer can control their perspective with a VR headset *or simply with a computer or smartphone screen’s browser control.

 

 

Branded Content

The concept of Branded Content isn’t new. But you are going to see A LOT more of it in the year ahead. Customers generally don’t like to be told, “do this” or “buy this”. They like to make decisions for themselves, and of course, they like to be entertained and told stories. Branded content first and foremost entertains and informs. When done well, branded content hits customers emotionally through humor, passion, drama, and/or intrigue. Branded video content works so well because it doesn’t sell the product, it sells the “concept.” It focuses on the story on the story and the execution of that story instead of the product. Adknowledge wanted to raise awareness about its product at an event without being “selly.” So we created an experience. You can watch it below.

 

Live Streaming

Live streaming will continue its explosive rise in popularity. You could make the argument that  dominated 2017; about 80 percent of consumers would rather watch a live video from a brand than read a blog, and 82 percent would prefer live video to written social media updates. According to Yahoo’s “Tune In To The Live Video Opportunity”  report (albeit from 2016 it’s very relevant), online viewers are drawn to the feeling of excitement, immediacy and connection live streaming offers. The expansion of live streaming to all sectors of business is inevitable and 2018 will see live streaming becoming more commonplace in businesses’ social media marketing campaigns.

The Importance of Video in 2018

In 2018, consumers won’t just want to watch. They’re ready to jump through the screen. It will be fascinating to see where the creative minds in marketing take video in 2018 with the unprecedented combination of new technology and the rapid consumer acceptance of new trends.

If you want 2018 to be the year that your product takes off, you and your team will need to set yourselves apart from the masses of competing products with a new and compelling video marketing strategy that makes your customers want to buy and keeps their attention engaged. While you’re planning your marketing engagement strategy for the year, consider including one or more of these trends into your video creation that are sure to take off in 2018.

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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.

 

The Power of the Preview

They can be the source of angst, excitement, irritation or joy. In no more than two minutes, previews have the ability to make us feel an array of emotions. Video marketers  can learn a lot from a preview.

We are going to use the “Game of Thrones” as an example because our Team at Mad Bear is a big fan. The season trailers are fantastic. Sometimes – as is often the case with movie trailers- the preview is sometimes much better than the show/movie itself.  What do you mean we have to wait a year???

There is big money invested in network television and movies. Much of the success of series or a film, hinges on the handful of 1 to 2- minute movie trailers that promote them. Whenever an industry pours millions into making brief video snapshots as entertaining and persuasive as possible, we’re interested, and we think you should be too.

With that said, here are 3 things we can all learn from previews and trailers.

Make them Feel Something! Maybe its excitement, longing, sadness, desire, camaraderie – what ever it is that drives your point home — make it happen in your video. Figure out how to break down your brand narrative into a mini-story. Are you saving the world by saving customers’ time or money? Are you skyrocketing end-users to career-stardom because of how good they’ll look after buying from you? Or do you want them to feel a thrill so great that they’ll have to go and experience it for themselves? (like in the video below) Our Behind the Scenes Virtual Reality shoot gives viewers just enough of a taste of what they could go and experience for themselves to encourage them to try this new technology. Regardless if they’ve never tried VR before or if they are comfortable in a 360 world, they will be inclined to explore.

Hook ’em! Good trailers don’t open with a whimper—they start with a growl. Suspense-filled music, fog, a curious piece of dialog to spark curiosity. Do the same with your marketing videos, and do it fast. Because unlike a movie theater, marketing videos do NOT have a captive audience. If  your goal is to increase membership to an organization, think about your audience and the type of pace that appeals to them. For the the video below, our Team created a quick sizzle reel for the American Marketing Association of Tampa Bay. So we went with fast-paced and energizing.

Create Anticipation! The goal is to have viewers take action after they watch your video. A trailer hasn’t done its job if you don’t want to actually see the movie afterward. Your marketing video should similarly leave out the best part while hinting at the grand finale. Our goal in the video below was to remind families to sign up for camp and if your daughter has never been to a Girl Scout camp… the video implies “she is missing out”. You could even take it a step further and instead of waiting for your viewer to hopefully buy from you later on, capitalize with a CTA or lead form within the video itself. Any viewer who has made it that far is clearly qualified and interested and it’s time to move them forward in the epic drama of their customer journey!

Marketing lessons are everywhere. Video trailers are all about giving the audience a brief introduction to the ‘product.’ They rely on being short, relevant and engaging. And they combine voice, movement, sound and design to create an audio-visual experience which, if executed correctly, leave the viewer absolutely needing to find out more. Sounds familiar, huh?

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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.