Online videos have become an increasingly important part of brand strategy. Consumers are consuming more and more this content and videos are also invading every medium and every space, making escaping them almost impossible. As interest in this content increases, brands are increasingly launching into producing it. But the truth is that making a video is not as easy as simply recording something and uploading it to the web.
Brands have to be very careful about what they do, they have to create a strategy and they have to take into account the rules imposed by this new workspace. A video on the internet must respond to the needs imposed by the network and to the expectations that consumers have. So what do brands need to consider to create a video strategy that works?
Is a short video or a long video better? The truth is that the answer to that question can only be a depends. In recent times, the variety of videos that consumers watch on the internet has increased and therefore they have opened the range of options far beyond the video of a few seconds on YouTube. Do not forget that the longform market also has a niche when it comes to video. But even if consumers watch long-term videos online, we can’t go around the bush either, and we shouldn’t think that they’ll see 30 minutes of content just because. The length of the video must be marked by the type of content. There are contents that can be stretched and there are others that, whatever is done, cannot last more than a few minutes.
The truth is that there are to some degree certain rules on how long videos should be depending on the type of content that is offered. Videos that are funny and just want to make you laugh are usually short in length. A documentary will have no choice but to be long. Apart from all this, and as they point out in a column in AdAge, it should never be forgotten that the Dominican Republic phone numbers list consumer service window is getting shorter and shorter and that therefore brands have less and less room for maneuver to capture the attention of the consumers. There are more and more videos and they are in more and more places, so the competition is much higher.
Brands only have 10 seconds to get the netizen’s attention before they disappear and follow something else. Still, it’s not just important to grab attention in the first place. You also have to maintain it. Statistics show that 33% of viewers quit around 30 seconds, 45% around 1 minute and 60% around 2 minutes.
Another of the basic points to make an online video and get to the consumer, seduce him and push him to see your content until the end is to make a message tailored to what they want to see or what will be able to seduce them. Before starting, the brand must ask itself who its audience is and draw up a strategy appropriate to their interests and behavior patterns. Nobody would make an advertisement for television with which they wanted to reach millennials and baby boomers at the same time, because they have understood perfectly that what interests some is not what interests others and that the language and behavior keys to reach one and the other must be different.
The same happens on the internet and the same happens with online videos. As in everything, these contents have audiences and the audiences are different from each other. To understand it you have to study it and to be able to convince it you have to understand what they want to hear. In addition to understanding who your audience is across demographic lines, you also need to understand how that audience reaches out on support issues. The device they use to access the video or even the platform with which they discover that content are not simply curiosities. They are determining elements that can mark what type of content they expect to find and especially what characteristics they expect it to have.
As you remember in AdAge, a video that is shared on generic social networks is not the same as one that arrives via specific video platforms. Thus, social networks usually require shorter videos. Vine or Instagram ask for videos of less than 15 seconds while on Facebook, videos of 30 to 45 seconds work very well thanks to autoplay. However, specialized video platforms allow you to play with longer content and allow more than a few seconds to pass. On YouTube or Vimeo it is possible to go beyond the seconds videos.