Years ago, when businesses first began harnessing the power of video in their digital marketing campaigns, long product and instructional videos were the go-to for consumers to get the full scope of a business. The majority of online users today have much more limited attention spans and want to be able to access the exact information they’re looking for much quicker, otherwise referred to as micro-moments.
Within these micro-moments exists micro-content: small pieces of easily readable or watchable content that can be accessed anytime, anywhere. Video has become the ideal avenue for this and as Cisco projects that more than 80 percent of internet traffic will be video by 2021 there’s never been a better time to be producing short, insightful videos for your audience.
Todd Phillips, Vice-President and Editorial Director of Universus, recommends that videos should ideally be no longer than 60 seconds. In fact, depending on where the video will exist and on which channels, videos can be as short as two, five, 10 or 15 seconds. “The trend of videos is that they’re getting shorter and crisper, and even employing rolling starts as opposed to spending time on introductions. The way people search for videos has changed, they’re looking for a specific, quick answer so the length of everything is getting much shorter to match that.”
Phillips also says that long videos can generally be divided into smaller, targeted chapters. “We’ve created videos for Facebook and Instagram that were 15 second versions, taken from a 45 second version. Social channels really dictate how long the video should be.” The main point is that videos don’t need to be long to get an effective message across.
“Different age groups are interested in different types of videos and it only takes a few seconds for someone to decide if they’re interested,” adds Chris Morris, Supervisor of Video Editing and Motion Graphics at Universus. He notes that someone who’s really invested in a product or brand may want a longer, detailed video and that’s a solid part of capturing them at the right point in their journey.
As Forbes states that 90 percent of customers say videos help them make buying decisions and 64 percent say that just seeing a video makes them more likely to buy, this is great news for businesses as they now have more potential to use bite sized videos to influence customers than ever before.