Video marketing is becoming huge, with content strategists increasingly using this medium to gain momentum and interest through their campaigns. However, it is vital to recognise that the first five seconds of a video are crucial for maintaining interest. If a brand is unable to hook a viewer immediately it risks losing some business, so it’s essential to focus on video openings.
New research from Cisco suggests that over 69 per cent of content could consist of video by 2017. This shows that the video marketing approach continues to excel; however, it also indicates there will be far more competition than ever before, meaning that videos must be expertly curated if they’re to keep consumer attention. Users are becoming extremely fussy over what they watch during their precious time, so companies need to catch them during the first five seconds, otherwise, people will simply move on. If it’s a small firm they’ve lost interest in, they may well forget that brand name forever.
There are numerous reasons why the first seconds are vital. For example, research has shown that the average attention span has shortened. In just 15 years, it has dropped from 12 seconds to 8.25 seconds. It now means that human beings have an attention span less than goldfish; which has an average of nine seconds. With it being harder to catch and keep people’s attention, brands must now offer some form of instant gratification.
Viewers need to be hooked instantly if they’re not to click back and forget about a brand. To do this, video needs to speak to the consumer directly and answer any questions to confirm they’ve found the information they’re looking for. When a consumer knows they’re in the right place, they’re more likely to stay around. In addition, the first five seconds of a video can be used to set the tone – not only of the content to come – but the brand overall. There are many ways to do this, including voice tone, visual style and music.
Finally, all video content must spark curiosity. Most consumers will not stay around long enough to watch the entire piece if it doesn’t make them wonder what’s to come. Five seconds is not a lot of time to work with and it’s a huge challenge to get any form of complex idea across. However, by hooking viewers and making them curious about the content, people are more likely to stay for longer. One good tip is to open with a question they’ve asked themselves; thereby indicating the content has the answer. Alternatively, outlining a common situation they may find themselves in and indicating that the video will have solutions is a good option.
Video marketing is set to continue growing in appeal over the coming months and years. It is, therefore, essential for content strategists to start honing their expertise in this space. With falling attention spans, hooking consumers immediately is of growing importance, especially if brands are to get people to watch an entire video, regardless of its length.
