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A goldfish has an attention span of nine seconds. Your target audience? Just eight! What you do with the first few seconds of your video matters; learn some of our best practices and tips for capturing your target audience's attention faster!
Citation preview
Capture
Attention!Capture
Attention!Capture
Attention!
With Your Video Marketing
With Your Video Marketing
BY JENNIFER PEPPER
BY JENNIFER PEPPER
BY JENNIFER PEPPER
BY JENNIFER PEPPER
Cool ThumbnaiL? -YEP!Cool ThumbnaiL? -YEP!Catchy HEADLINE? -Yep!Catchy HEADLINE? -Yep!
You click to watch this video...
You click to watch this video...
WHAM!!!WHAM!!!WHAM!!!WHAM!!!THEN... THEN...
HIT WITH AN AD.HIT WITH AN AD.
THEN...
HIT WITH AN AD.
If a five second ad is driving you berserk...Imagine the effect of a
30-second video intro!
With today’s short attention spans, you have to get to the video goods fast!
Ditch theDitch the
High school English may have taught you that the meat of your story is delivered between “intro” and “conclusion” buns ...but this isn’t true for video content.
“Burger “Burger Method”Method”
MIN MIN
ComScore’s research shows the average video length has shortened
from nearly 7 minutes to just under 5 in the last year and a half:
MIN MIN
FUN FACT:QUESTION:
The typical attention span of a web user is a second less than that of a goldfish, clocking in
at 8 seconds.
Drop Off: The loss of viewersafter the first few secondsof watching video
What are you gonna do with
your 8 seconds?
When crafting your messaging, become selective and concise.
Reduce the length of your scripts and make sure the first sentence qualifies viewer interest.
Reduced a 1:06 minute promo video to 43 seconds
Cut the script from 11 points to just 6, and
Retained 65% of the audience through to the very end of the video
HERE’S WHAT THE DATA LOOKED LIKE:HERE’S WHAT THE
DATA LOOKED LIKE:
There was an initial drop off where we lost 20% of the audience after the first 7 seconds, but this is actually what you want when
narrowcasting your message.
ORIGINAL INTRO – SUPER BROAD & NON-DESCRIPTIVE:
“We’re proud to present the leader in enterprise cloud computing…”
REVISED – SPECIFIC TO QUALIFY LEADS:REVISED – SPECIFIC TO QUALIFY LEADS:
“Vidyard is introducing native video tools throughout the Salesforce Experience.”
By summarizing our main point right away, we qualified leads’ interests immediately.
Anyone who wasn’t interested bounced in 7 seconds, but that left us with 65% of leads we
could actually focus on converting.
Keep the attention of your niche audience with highly targeted video content instead of gaining millions of uninterested viewers who drop off instantly.
You have a chance to convert the niche. You’ll never get the drop offs! (so lose ‘em quicker)
THE MARKETING MORAL HERE:
Targeted, short video scripts help retain
your audience:
Design them with drop off in mind
Qualify your leads immediatelybased on targeted interests
Ensure content is concise and entertaining enough tO get
viewers to the end
QUESTIONS? COMMENTS? CONCERNS?
Content Marketing Manager jennifer.pepper@vidyard.com
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