Social media, online games, streaming, and mobile campaigns have left people with extremely short attention spans. Apparently just eight seconds, which is now shorter than that of a goldfish!
What to do? Quite simply, we need to adapt.
Trends show people are reading less and watching more. So goodbye text-heavy posts and hello easy-to-digest videos.
A successful adapter is the New York-based media start-up’s cooking channel, Tasty. Their videos regularly get millions of views and their Facebook page boasts over 61M Likes. That’s more people than the population of South Africa!
The good news for content marketers and producers is that these popular short form videos are both effective and don’t break the bank. Check out this ‘Tasty’ video:
Another brand to successfully adopt this trend is e-cigarette company, Twisp. Their social media agency, Stretch Marketing, produce digestible ‘how to’ style videos for them. This is one of them, which is understandable with or without audio:
And remember, low-cost video content doesn’t have to look low-cost. Miran Media produces excellent short-form videos that look like they came from a BBC production office. This was released via MasterCard’s social channels and quickly generated over 300,000 views:
Here are some tweetable reasons why videos should be included in content strategies:
So, interested in jumping on the short form video bandwagon? Here are some tips for success:
Make sure your videos are:
*Facebook auto plays without sound, so it’s important that content can tell the story without audio (visuals, including subtitles and motion graphics can help with this).
With online videos quickly becoming a crucial way for people to satisfy their information and entertainment needs, brands that fail to include them in their digital marketing strategy do so at their peril.
Imagine a few years into the future – would you be reading this article or would you be watching it?