How To Beat Short Attention Spans With
If you have doubts about video advertisements here are a few statistics for 2019 from Wyzowl that might change your mind:
- 83% of marketers say video gives them a positive ROI
- 96% of people say they’ve watched an explainer video to learn more about a product or service.
- 84% of marketers say video has helped them increase traffic to their website.
- 81% of marketers say video has helped them generate leads.
While it is obvious that videos are a great way to advertise, in an age of short attention spans there are a couple of tips you need to know to get the most out of your video advertising.
Keep Them Short
The average attention span has gone from the already short 12 seconds to an even shorter 8.5 seconds. Brands are now racing against the skip button in order to capture the audience’s attention before they get a chance to skip the ad. Facebook recommends keeping social media videos to 5-15 seconds in length. Shorter videos have higher completion rates and give you a better chance of delivering your entire message.
Most ads or videos viewed on a mobile device are watched with the sound off. It is important that your videos can be understood without sound by using clear visuals or subtitles. About 85-90% of branded videos are viewed silently.
Hook Them Immediately
We live in a world of scrolling where you only have a few seconds to convince the user your video is worth watching. Try inserting something relevant and interesting in the first frame of the video to capture their attention. If content takes too long to get interesting it is very likely that the user will exit out before you get a chance to deliver your message.
Facebook says that a consumer is 13% more likely to remember your brand if it is mentioned in the first 3 seconds of a video. Most users don’t watch a video till the end so if you leave mentioning your brand or logo till the end it is likely the user will leave without even knowing who the video is from.
Standout With Your Title and Description
As much as we pretend it isn’t true, most people do judge a book by its cover. In this case, videos are often judged by their title or description. Catchy titles are more likely to stop a scroller in their tracks giving your video a bigger chance of being watched. Do your research on what your target customer is interested in and include a relevant keyword in your title.
Clear Call to Action Early On
While the first three seconds should be dedicated to grabbing the attention of the viewer, you should make sure to include your call to action at near the beginning or middle of your video. Once you have the viewer’s attention you want to make sure you deliver a clear call to action so they know what next steps they should be taking before they decide to exit out. Although you want to make sure the CTA is near the beginning you don’t want it to come before the hook because you have to give them a reason to care.
In a world of mobile devices and access to everything in the palm of our hands, there is a lot of noise advertisers have to fight through. Video has become one of the best options for gaining and keeping your customer’s attention.