I stood and watched people hustle by an aisle cap with a video display. I could hear some of the audio, but with all the sounds in the Wal-Mart, it was impossible to make out any of the words.
If this were a Facebook ad, we would have added words on the screen to make sure that the video’s audio communicated the story. We would have also done some research–a bit more comprehensively than my observations, but I can tell you the video was way to long for anyone to get the message.
I’m guessing that the video was made for some other purpose, not in-store viewing. It’s great to repurpose video content. The problem is that you must make sure the video is made for the medium in which it is used.
The other obvious problem is message alignment: The video is advertising fusions, yet the aisle-endcap has Miracle Whip featured.
Here are six rules for waiting-room videos, in-store videos or lobby videos:
- Quick, bite-sized tidbits (10 to 20 seconds)
- Apply closed captioning or subtitles to the video
- Double your typical editing so the video really moves (edits should occur every 2 to 3 seconds)
- Use large graphics to help tell the story
- The first few seconds are critical so use techniques to attract attention
- Talk to one person. “Hey you with the full cart, do you have any healthy, high vitamin cereal in that cart for your kids?”
Even if you believe that your audio is fantastic or key to the sale, know that someone who must hear the video all day (receptionists, shelve stockers, store salespeople) will turn it off or down very low. Lights, camera, action, and no audio. Silent movies are now very much back in style in the aisles.