Short-form videos will help grow your business
Forbes said, “87% of online marketers are currently using video content in their digital marketing strategies.”
It’s easy to notice that video marketing on social media and online platforms have greatly become a source of organization awareness for a lot of companies just in the past few years. Although a lot of companies are participating in this movement, it’s those who do it well that stand out. We believe the best way to achieve a successful online presence is by immersing your audience with powerful short-form video content. This article will provide you with 3 things to keep in mind when creating a powerful message through 30-60 second short-form marketing films.
Great Stories Are Not Easily Forgotten
We can all remember a time where we’ve sat through a 3 minute video on social media and said to ourselves, “I can’t believe I just wasted my time watching that.” The video was most likely drawn out, the message was unclear, and the video quality was poor or unoriginal. Jack Dorsey, Twitter’s CEO, said, “Make every detail perfect, and limit the number of details to perfect.” I think when we begin any creative project, whether it be filmmaking or something like engineering, we start with a lot of ideas, but clarity happens when we begin to take away ideas that don’t support the end goal. As a filmmaker this concept was the hardest thing for me to grasp, because I would always say, “wait we never mentioned ?” And the response would usually be, “it doesn’t support the story, so we need to take it out.”
One of my favorite advertisements recently has been Condition’s ‘Be There’. It’s a simple film that speaks volumes through it’s visuals and sound. This 48 second ad provides room for the audience to place themselves in the story, feel suspense, and ultimately provide clarity at the end. That’s what a great story does. It grabs you with a question, the audience plays a part in answering that question, and then it ends with clarity and response. When creating original video content, never leave your audience in the dark. You’ve spent valuable time and money producing your film, so you want to make sure your message is clear. I’m not saying be blunt with the delivery of your message, but always provide clarity within your creativity.
Short Attention Spans
Everyone can claim to not having enough time. We look around and everyone is in a hurry to get somewhere. Even when people do have a quick moment between meetings or picking up the kids, most people are likely on their phones, checking email, Instagram, Facebook, etc… So how do you, a business owner, grab their attention with a 30-60 second story that will not only engage them, but leave a mark? Time Magazine said, “according to a new study from Microsoft Corp., people now generally lose concentration after eight seconds, highlighting the effects of an increasingly digitalized lifestyle on the brain.” I bring this up because video marketing is now competing with science.
With short-form video content, it’s all about a “hook” in those first 8 seconds. The hook can be visually or narratively delivered. The hook should raise a question, state a new idea, surprise, or even provide a solution right away. When done with creativity and originality, you will draw your audience in and prevent them from scrolling to the next post on their feed. Originality is always a hook and when you can inspire and make your audience feel something, your story will stand out amongst the noise.
Production cost will always be dictated by the style and scope of a film. However, short-form video content will always result in cheaper costs. Because of the length of content being produced, this means more money in your marketing budget for things like boosting your social media posts or holographic business cards. So rest easy that quality video marketing is at reach for any organization. WordStream said, “Marketers who use video grow revenue 49% faster than non-video users” & “Views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017.” These are encouraging statistics for those who have yet to take the step towards investing in video marketing for their business.
Organizations exist because there is a story behind what they do and why they do it. More obviously, they exist because they solve a problem that meets the need of the public. This is awesome, but profit does not come until they serve an abundance of people and that can only be accomplished when they REACH a lot of people. I encourage you to pay attention the next time you visit Instagram or Facebook and see how quickly you scroll or engage with video content.
If you would like to inquire about a short-form video for your business or organization, email us at email@example.com, or schedule a free 15 minute consult with us!