HOW LONG SHOULD YOUR INTERNET MARKETING VIDEO BE?
As businesses embrace Internet marketing videos in their marketing strategies, it is important to understand how users watch video ads. Studies show that roughly 60% of all website traffic originates from online marketing videos, therefore they are essential tools for creating brand name awareness and advertising products and services. When using Internet marketing videos, it?s good to analyze how audiences watch them.
Internet marketing videos are more likely to grab the attention of the viewers in the first seconds of a video, and are much less likely to capture a viewers attention as they continue watching. This is partially due to the fact that the first 15 seconds of a marketing video must introduce the video advert. Consequently, the introduction often determines whether or not the viewers will continue watching the rest of the video. The introductory part should clearly define what the viewers expect to see in the video.
In a survey conducted by Poll Position, 54% of consumers in the United States think that 15 seconds is an acceptable time for an Internet marketing video. The survey involved 1,179 participants, and was carried out through telephone. In addition, it showed that only about 12% of the respondents believe that videos up to 30 seconds in length are appropriate.
From this survey, it is evident that patience is low when it comes to Internet users sitting to watch lengthy advertisement videos online. Viewers are not willing to spend much time on the Internet viewing video ads before they can see the information they want.
Businesses using Internet video ads need to make them short, precise, targeted and clear. So what is the appropriate length for an online marketing video?
Whereas 10-15 seconds of an online marketing video may not comprehensively capture all the details you want to pass across to the viewers, it?s important to remember that 5 or more minutes of a video will most likely erode the patience of the viewers. After all, one of the first things a viewer does is check how long a video is.
To get your message across accurately, try to keep the run time of your online marketing video between 4 and 5 minutes. However, in order to keep the viewers engaged throughout the footage, you need to create short attention spans in between the content. These spans are aimed at grabbing the attention of the viewer to keep on watching the video.
In addition, you need to create simple call-to-action (CTA) points in the video. They could be at the beginning, in the middle or at the end of the video. ?Keep in mind that too many call-to-action points can confuse the viewers, so don?t go overboard. A popular CTA point is encouraging viewers to subscribe and share the video in social media networks like Facebook and Google+. You can also ask them some simple questions, or tell them to leave comments on your post. All these actions are intended to keep the viewers engaged till the end of the video.
Source: http://www.name.com/blog/startmybiz/2012/11/how-long-should-your-internet-marketing-video-be/
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