Thanks to high-speed broadband and smartphone technology, video marketing has grown considerably and multiple studies have demonstrated its effectiveness. For instance, including the word "video" in an email subject increases open rates by 19 percent and boosts click-through rates by 65 percent, according to Invodo. Meanwhile, a report from Unbounce shows that including a video on a landing page can increase conversions by 80 percent.
Social media sites like Twitter and Facebook have evolved to include video auto-play features in recent years and any company offering professional SEO services will point out the positive impact video content can have on search marketing. Nevertheless, many companies produce video marketing campaigns, only to find they don't produce the results they were expecting. Here, we take a look at why your videos are not getting results.
Short Attention Spans
One of the biggest marketing challenges of the digital era is overcoming short attention spans and the multitude of modern-day distractions. A study commissioned by Microsoft found that in the year 2000, prior to the smartphone revolution, human beings had an average attention span of 12 seconds. Yet today, the average attention span stands at just eight seconds. To put this into context, goldfish have a nine second average attention span!
The prevalence of hand-held devices is one of the biggest contributing factors and it impacts upon marketing. Consider when you are watching television. When the adverts come on, do you keep watching, or do you reach for your phone so that you can flick through your Facebook feed, or text a friend? This is the challenge you face as a video marketer as well, and the only solution is to create content which sparks curiosity and rewards viewing.
Personalisation Is Key
In order to overcome the short attention span hurdle, you need your video content to feel like essential viewing and one of the best ways to do this is through personalisation. Today, internet users voluntarily provide companies with huge amounts of data and if you work with an SEO agency or video marketing specialist, you can utilise this information to create personalised video content, which speaks to individuals.
Amazon customers are used to the site recommending products based on their buying history and browsing habits, and a similar approach can be taken with video marketing. Facebook users may remember that for the site's 10th anniversary, users were sent a customised video, which highlighted their 'most memorable moments', while Coca-Cola provide another recent example, using video adverts which featured the user's name on a Coke bottle.
“It's all about understanding people and creating a one-to-one relationship,” says Tal Chalozin from Innovid.
The Art of Simplicity
With that said, despite the temptation to utilise digital technology to enhance creativity, simple works better.
Research from Visible Measures found that 45 percent of viewers will stop watching a video after one minute, while that figure increases to 60 percent at the two-minute mark. According to Jun Group, videos that last 15 seconds or less are shared 37 percent more and if you are still not convinced by the need for simplicity, studies show that around 20 percent of viewers will click away from a video after just 10 seconds.
Perhaps the single most common reason why videos fail to produce the desired result is that their message is too complicated or convoluted. Instead, focus on telling a simple story, in as short a period of time as is realistically possible. If you can combine the art of simplicity with personalisation and offer some kind of reward to viewers who sit through your content, you will find that your click-through and conversion rates increase dramatically.