Video Is Easily Skippable
In our rush to video-ize everything, there is a need to remember that, with any video content, consumers carry a huge club to kill our exuberance about the technique. The club has three ideas on it: Ignore, Scrub-through or Skip. Interruptive video is just not the same these days.
No video length or concept fits all media outlets: A video that works great for Instagram just doesn’t hold up in a Facebook experience or in a broadcast environment. Thirty seconds seems to fit many media outlets, but it is a safe bet, not a strategic bet on the power of each outlet. The right length is just the first choice for optimizing your video.
I heard this line used in a podcast, “Don’t interrupt with video, inspire.” The video experience must “show” something of real value to the viewer. Digital video must be visually appealing, novel, emotional and take the right amount of time to tell the story.
Most research points to the fact that we are growing tired of interruptive advertising. This should change how we are viewing video strategy going forward. People want to be engaged: They want to be invited into the story and then immersed in a story worthy of their time. It’s not just about being funny or loud. (Car dealers will struggle in a non-interruptive world.) It’s about being totally aware of your target audience point of view.
It’s about being relevant, informative, engaging and aligned with viewers’ wants and needs. (If you need a car repair, do you want the owner or the head mechanic?)
Start with this premise for your next digital video: What does the target audience of this video want to see and hear? You’ll never go wrong focusing on the needs of your prospective patient, customers, client or donor.