Short Videos—Your Best Bet At Online Content MarketingBy Vilampara on
According to a study, a minute worth of video conveys roughly 1.8 million words. That’s the reason why videos are getting a lot of traction these days. Short videos are proving to be the best content marketing format and show clear results of performing better than text and images.
People want to watch engaging and fun content. They will always skip ads when given a choice. That’s why advertisers want to keep their content as short and crisp as possible. Currently, videos spanning 30-60 seconds work best on major platforms like Facebook and Instagram.
Explainer videos explain the product or service in a fun and entertaining way that users can enjoy.
In the case of start-ups, it’s becoming a popular choice. Animated explainer videos are currently the trend, since they’re pleasing to look at and easily consumed.
Shorter Attention Span
The attention span of users is shrinking by the day. On average, studies show that attention on a topic doesn’t last more than 8 seconds. That means there’s a time limit for every pitch you want to make. This can make or break your advertising. If you don’t win the user’s attention within those 8 seconds, then it’s a lost cause for advertisers and content creators.
Among all the formats of content, the video seems to perform best. The click-through rates (CTR) for videos are 80-100% higher than images. In spite of having a higher production cost compared to text and images, videos have much lower cost per click (CPC). So, it can be highly cost effective in the long run. It also has a much higher chance to convert leads to sales.
Snapchat users generally watch videos that are 2-3 seconds long. Advertisers have to come up with compelling content that works within seconds and engages audience within that short span.
Retention is the first task of a successful pitch. Getting the attention of the user and keeping them engaged is one of the most difficult tasks in advertising. Statistics show, the longer the time a user spends on a web page, the higher the chances of conversion.
Getting attention from users is one thing. Being visible on search results is equally important. That’s where SEO comes into the picture. Brands work hard on getting themselves ranked higher than competitors.
Videos rank higher than text. That makes them a powerful SEO tool. So it’s better to work on a video rather than text content filled with keywords.
The most popular approach to branding these days is storytelling. A fascinating and meaningful story conveys a lot of things in a short period. A brand’s culture, identity, core values, and theme can’t be put together using text in a short period of time. Videos do this by combining both visual and auditory elements. This weaves a story that can be both entertaining and informative. Beyond all of this, for any content to be successful, it should trigger an emotional response in the audience. It must connect with the user in such a way that they want to share it with their friends and family. Statistics show that videos and infographics top the list and are most likely to be shared.
Short crisp and impactful content is the foundation of digital marketing. Video is undoubtedly more powerful than other forms of content because of the visual impact that it has.