From the Blog
Say More in Less Time With Online Videos
In recent years, there seems to have been a growing trend towards producing business videos that drag on and on. In fact, some ‘promotional videos’ are bordering on 20 minutes or more in length.
Studies have shown, however, that shorter videos are actually a lot more effective than those extremely lengthy ones. As you may have heard, a single one minute video is worth 1.8 million words. There are things that you can convey in a video which you simply would not be able to convey in text no matter how hard you may try.
This is what makes video so effective. It can give potential consumers the ‘low down’ on the type of product that you offer, but ensure that they do not get bored reading through a ton of text. The problem is, many people have opted to go overboard with the length of their videos to cram as much information in as possible.
Very few people seem to realize that internet users tend to have short attention spans. So short that no matter how interesting your video is, the vast majority of them are going to click away within a few seconds.
In fact, the majority of people watching your video through a desktop computer will not watch for more than 2 minutes. If you can’t hook them within those 2 minutes, they’re gone. If your call-to-action is after those 2 minutes, then you’ve definitely lost that lead.
Research suggests that around 20% of your viewers, yes, 1/5 of them will disappear after 10 seconds. This means that if you do not have a hook within those first 10 seconds then, you will have lost even more customers.
Around 1/3 of your viewers will be gone by the 30 second mark; this number will go up to 45% by the minute mark. So, if you produce something epically long, most people will not stick around until the end. This is why you really need to focus what to include in your videos.
Your main sales message needs to be conveyed within those first 10 to 30 seconds. Any longer than that and you will be throwing customers away. You simply can’t ‘beat around the bush’ with a video.
One of the main reasons you may want produce videos for your business is because they are very easy to share. Studies discovered that videos SHORTER than 15 seconds are 37% more likely to be shared than videos that last anywhere between 30 seconds and one minute.
So in a nutshell, the longer your videos, the less likely they are to be shared. Again, this reinforces the notion that long, drawn out videos are nothing more than dead weight. They will do absolutely nothing for you in terms of converting more viewers into customers.