Keep On Moving

According to Cisco, video will make up 80% of consumer online traffic by the end of 2019.

But how long are they watching for?

Over the last 2 years we have seen video embed itself as the social format of choice, with the rise of Stories, .gifs and new channels such as IGTV and TikTok cementing the moving image’s place in the social content sphere.

We’ve been told as marketers that attention spans are waning and the race to the shortest video content possible is the race to run. Whilst this may hold true in certain circumstances (such as the most effective YouTube bumpers staying at 6 seconds or fewer), we think this is the year set to see the return of longer-form video pieces capturing attention spans and bringing worthwhile ROI.

Why?

A number of reasons – the nature of marketing content is shifting (for instance, more and more sponsored Influencer content is being consumed, which naturally takes longer to engage with), and as production values improve/quality becomes cheaper, captivating video content can last longer for the same budget. It’s proven that if you can capture attention spans for longer, the sales uplift of those who engage is greater. Basically, it’s worth the investment in your production to ensure your audience invest their time.

In fact, 64% of consumers said video content from Facebook has influenced a recent purchase decision. That’s almost on a par with real-life friend recommendations.

So, what’s the key to ensuring audiences engage with your video content? As distribution sophisticates at pace, through pre-planning to understanding the audience, use case and context with which they will engage with your content is paramount. Video is here to stay, but in a million different forms, and understanding how to effectively service many consumer needs with one content production will ensure you stay on the front foot.

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Jamie Bell

Jamie is Executive Creative Director of Create in EMEA.

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