- 28% of Internet users spend an average of 15 hours each week watching online videos.
- Boring videos crowd the Internet, but get very little attention.
- Compelling videos have the potential to reach beyond your core audience.
What was that? Sorry, I didn’t hear you because I skipped your video 10 seconds into watching it. I didn’t get to hear your message; you didn’t get to show me the value in what you do, and I’ll probably never watch it if I saw it again. Oh me? I’m nobody important. I’m just the “Average American Consumer,” that’s all.
What if you had the chance to talk with every person that ever skipped one of your videos before it was over? What would they tell you? How valuable would this information be to your business? You should probably keep reading then.
We talked about the undeniable size of the video marketing audience in my previous article: Video: The New Marketing Heavyweight Champ, but just because the possible viewers are there, doesn’t mean they are seeing your content. In a recent study by Android Digital, 2,000 random viewers over the age of 18 were asked questions about their digital viewing. Twenty-eight percent of respondents said that they consume fifteen or more hours of online or streamed video content weekly. Twenty-four percent of them let the content of the video itself determine whether or not they will skip it. Do those numbers seem eerily close? Could you be missing a quarter of your potential audience? The answer is a short one:
With such a large group of online viewers being responsible for such a large amount of online content views on a consistent basis, it’s safe to say that they are a very valuable group to attract. In addition to the amount of time actually watching online content themselves, they bring another big layer of value to the table. This group will most likely share video content they enjoy with all of the people they are connected to on social media, therefore extending your video’s reach even further.
The key is understanding how to get this group of consumers to watch your video all the way through. The answer is probably simpler than you think. They have to like it.
Think about it, If someone is spending over 15 hours of their weekly time viewing digital videos, then it’s most likely because they enjoy watching videos and are pickier about the content they choose to view. So really, the only solution is to create videos that people will enjoy watching – videos that offer some sort of value to your audience, emotional or practical. See? Simple right?
Here’s what you can do to engage your audience when putting together your next video (or when editing a current one):
- DON’T BE BORING! – Sorry, I didn’t mean to yell, but this is important! The number one thing to consider is that you want people to enjoy your video, not just know what you do and where they can find you. Cater to people’s short attention spans and keep the video moving. Don’t let scenes run on too long or use filler content. Your audience will get bored. Still not sure what qualifies as boring? Refer to the Average American Consumer you met earlier in this discussion for further answers. Ask other people what they think!
- X the Technical Talk – Remember that your viewer didn’t necessarily search for your video, but could’ve just stumbled upon it. Your message needs to tell them what you do and how you help people, but it also needs to evoke emotion in the viewer and be delivered in a way they can understand. Get them hooked on your message first. A good video gets across the point that your business is qualified and capable, without overloading them with information and still providing a call-to-action.
- If It’s Not Memorable, Start Over – If people are watching over 15 hours of videos weekly, it means you have to give people a reason to remember you to stay on top of mind awareness. The value in a viewed video isn’t only the view itself, but the possibility of the viewer remembering the content and sharing it with someone else they think may find the information valuable or amusing. Think of creative ways to make your product or service stay in the back of a person’s mind. That’s valuable real estate you may be missing!
- Start Off With A Bang – Your message and call-to-action won’t matter if no one sticks around long enough to see it. Hollywood movies have long, climactic storylines with both high and low points. They are very entertaining. You don’t have Hollywood movie kinda time. Start capturing their attention right from the beginning. Most people decide whether to skip a video or not in the first fifteen seconds, so it’s important to not waste any time delivering your message
- Be Inclusive of Others’ Opinions – Have you ever met a cook that didn’t take people’s suggestions and feedback on their food? How long did they last? Probably not too long. A cook is supposed to adjust their recipes based on what guests will enjoy. Remember that you are trying to create content for your target audience’s preferences, not your own. Just because you don’t think that certain things are entertaining, emotional or funny, doesn’t mean your viewers won’t. Hopefully you or an expert have done the necessary research to define your target audience. Take others’ opinions and use outside perspectives to create a great video that everyone likes. There are several personality types that are stimulated by different topics and everyone’s opinion counts.
Think about these tips whenever you are planning your next video project. Have fun and make something you can be proud of. If you are worried that you don’t have the resources to make your own video, or are just lacking the time to produce it, then seek the help of a professional to ensure a perfect product. With a little creativity and strategic direction, your next talk with the “Average American Consumer” will be one that leads to a much more valuable conversation.
Need help putting your next video together? Give us a shout using the form below and we’ll scheduled a free consultation to help you get started.