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Planning & Strategy

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:

  1. Shorter is better. Ideal lengths are up to 120 seconds.
  2. Use graphics or compelling imagery in the front and back of the video timeline.
  3. Be specific in shots and convey new information with each image cluster.
  4. 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.
  5. 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.
  6. 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.
  7. 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.

1eMarketing.com
2 Hubspot
3 Cisco

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Mark wrote his first direct-mail fundraising letter in 1981 for the University of Iowa Center for Advancement. The effort raised a few million dollars in undiscovered wills and legacy gifts. From that day forward Mark discovered a love of the big idea that moves the needle. After 12 years at KWWL, Mark became a business owner as a co-founder of ME&V — rebranded as AMPERAGE in 2015. After 25 years of leading creative teams in video production, graphic design, PR, writing and web development, Mark transitioned out of ownership in 2021. Today he serves in an employee role as special projects consultant. He is creatively ambidextrous — son of an artist and engineer — and famous for distilling complex ideas down to a few words and a few visuals. Mark is a writer. When he found that many nonprofits struggled with complex branding puzzles, he wrote the book, “NonProfit-NonMarketing .” He also wrote a novel called “Reenactment.” Mark is an active blogger OneMinuteMarketer® with nearly 1,000 readers each week on LinkedIn, Facebook, Twitter. One of his most popular YouTube videos is on “How to Look Good on Zoom.” One of Mark’s fondest business memories was being named to INC 500 two times and attending the INC 500 conference with other winners. Mark is considered by some a Civil War expert (and that explains his novel). Mark also served as an adjunct professor in the business and in the communications departments at Wartburg College. Mark is a graduate of the University of Iowa and is currently vice president of the University of Iowa Journalism and Mass Communications Advisory Board. Mark is married to state Sen. Liz Mathis, and the two love to travel, even when it means being trapped by a volcano in the Czech Republic for three weeks.