7 Key Elements of Digital Video
Many marketers consider video the most effective type of digital content, and they’re right. Video is now seen as a full marketing funnel medium with the ability to reach beyond awareness and impact consideration, preference, conversion and loyalty.1
The combination of messaging and emotion in video builds trust and credibility with your audience, increasing the likelihood that viewers will share the video with others. In fact, 92% of mobile video consumers share videos with others.2
There’s no denying it. Video is on a rapid growth curve with little chance of slowing anytime soon. It will account for 79% of global internet traffic by 2020 – up from 63% in 2015 – which means if it isn’t already part of your digital content marketing strategy, it should be.3
When building video for digital, there are 7 key elements to keep in mind:
- Shorter is better. Ideal lengths are up to 120 seconds.
- Use graphics or compelling imagery in the front and back of the video timeline.
- Be specific in shots and convey new information with each image cluster.
- Keep the emotion level high. One thing robots cannot pick up is the emotional value of video. Video has the intrinsic ability to move people emotionally, which is more memorable and powerful for communication.
- The average human attention span is 8 seconds. A goldfish’s attention span is 9 seconds. It’s time to make sure we have really compelling video at every 8-second interval.
- It’s important to match content to the medium, beyond just the timing constraints. According to a Device Research report, 82% of respondents said the ads that “appeared in mobile videos should be tailored” to the medium or content they were watching.
- Front load the good stuff.
Use your voice. Tell your story. Video content is an asset. It will be up to you how that asset pays dividends for years to come. Ready on the set, and action.