What can video advertising and motion graphics video do for you?
It’s all about the power to tell a story that elicits an emotional response from your target audience. Make them laugh, make them cry – if there’s an emotional response, you’re creating empathy, engagement and a lasting connection. And when they “get” you, they’ll be more likely to buy from you. The cherry on top? They’ll also be able to find you! According to Forrester Research, a video on your website makes you 53 times more likely to appear on page 1 of Google’s search results.
But didn’t we just say that attention spans are getting shorter? And don’t videos take time to watch? You’re right, we did, and they do – and that’s why it’s important to get the quality and timing of your videos just right. Keeping in mind those shrinking attention spans, you may think that a shorter, punchier video is clearly the way to go. And you may be right – but not always.
Long shots or short cuts: Why the length of your video matters
Let’s look at what you can fit into various lengths of video.
- 15 seconds: A chance to simply and directly share your brand message;
- 30 seconds: Room for more detail about what makes your brand unique, perhaps a brief story or joke;
- 2 minutes: Here’s where you can tell a longer story, go behind the scenes, or maybe talk about the history of your business;
Research by Google on exactly these video lengths has shown that shorter videos can result in significantly better brand recall, but that longer videos are often less likely to get skipped by viewers. Importantly, longer formats also generate much higher brand favourability results. So, if you’re going for name recognition, then go short. But if you want to tell your brand story and build a connection with your target audience, longer is better – yes, even with those shorter attention spans.
At some point, everyone furiously clicks on the skip button before the dogs-in-socks video we’ve been waiting impatiently for, because we’re not interested in something as inconsequential as a five second advertisement. Those five second ad blips tend to turn into mental speed bumps, and you don’t want people slowing on the approach to your business. But think of your video marketing as a majestic mountain, or at least a good hill for a quick hike. You can make the views so tempting that people will invest time in taking the journey.
Leave a lasting impression with engaging video advertising content
Striking the balance between your content and the length of your video advertising project can feel tricky, but the takeaway here is not to be afraid to tell the best version of your story… because when it’s done right, people want to hear it. Whether you’re a realtor trying to show your personal touch, or a family-run operation telling the history of your business, if viewers know and like your brand story, they’ll be more likely to engage with you and ultimately buy from you.
That said, video advertising can be an intimidating prospect. Do you go interview style, or a narrative? Animation or reality? 15 seconds or 2 minutes? At Original Ginger, we’ve got the experience and expertise to guide you through the process from start to finish. We’ll help you put together great videos that deliver your brand message and create an emotional connection with your audience. Find out more about how video can be used to share your story.
Get in touch with us to chat about how our professional team can help plan, produce, and share the awesome video you’ve been imagining.
