Since the big boom of TikTok a couple of years ago, video has been everywhere. It’s made its way into our social lives, our working lives, and now it’s even how we’re being persuaded to buy new products and services. We’re like putty in the hands of video creators. But while it seems so easy and clever to those of us who are being targeted, creating a successful marketing video is not as simple as it seems.

Crucially, finding the balance between things like graphics, number of words, images, length, audio, and much more are the make or break for successful marketing videos. But how do you know how much of each to use? Where are the guidelines given out to video creators? Don’t worry, we’ve got your back. Read on to find out the true key to success with video marketing.

SO, HOW LONG SHOULD YOUR VIDEO BE?

The general consensus is that marketing videos should be no longer than two minutes maximum. It’s even reported that 56.9% of viewers said they would be put off watching if the video was too long. In fact, Facebook reports that almost 50% of the value of a video is in its first three seconds! That’s a very high bar to aim for. The guy in this video knows his stuff!

But is that really the thing to concentrate on? After all, if the message isn’t coming across, does it matter what happens in the first three seconds? It’s easy to work with numbers, but more important than anything when creating a video is to ensure that the value of the message you’re trying to portray is solid.

THE RIGHT FORMAT FOR THE RIGHT TYPE OF VIDEO

Firstly, different messages require different styles of videos – one size fits all definitely does not work here. So, what are the different types?

• Explainer videos: breaking down complicated concepts and making them accessible and easy to understand. These can be used in sales, on landing pages, or even when the customer is on board

• Product demo: to show the features and functionalities of your product and service along with the USPs. Use on product pages and social media to launch new features

• Testimonials: get your existing clients to shout about how great you are! A hugely effective method and best used on the homepage

• Animation: to deliver information quickly and entertainingly. Great to stand out on social media

The message being portrayed in each of these types of videos will be vastly different to the others. From tone, to aesthetic, to content. But one thing is for sure: you want to focus on the story, not the sale.

THE BATTLE OF THE STORY VS. THE ATTENTION

Unlike in pre-social media times, adverts now compete directly with entertainment. Back in the day, adverts interrupted entertainment and users really didn’t have much choice on whether to watch them or not. It couldn’t be more different now.

So, how do you get around that? Tell a story that will connect with the viewer and make them want to keep watching. A great tip is to create the story first and work on the length of the video later. There are some great tips on how to do exactly that in this video!

Another reason why video length should not be your main focus is down to the public’s collective attention span… or lack thereof. Did you know that nowadays, due to the constant roll of information we have access to, our collective attention span has whittled down to a shocking eight seconds? All of a sudden the idea of putting so much weight on the length of a video seems obsolete, right? If you concentrate on your story first, you can ensure the first few seconds are captivating and interesting enough to engage your viewers. If you do that right, you’re on to a winner!

PUT YOUR EFFORTS INTO AN ENGAGING STORY AND REAP THE BENEFITS!

By concentrating on the value of the message you are putting out into the world, you are going to be much more authentic in your marketing – and viewers can tell. When you’re trying to entertain as well as sell, you’ll find viewer interaction and engagement will soar, and the numbers will come flooding in.

But where do you start with that? Creating fun, interactive, and engaging content is a skill, and investing in it will be sure to pay off. But investments don’t always have to be in-house. Have you considered partnering with a third-party company to work together on supercharging your brand strategy and video content? Funny you should mention it, actually – we know just the people! Contact us now to amplify your audience engagement and you’ll never look back!