Today, more than ever, marketers are struggling to keep the attention of consumers. Satya Nadella, the CEO of Microsoft, has said, “The true scarce commodity is increasingly human attention.” He’s right.
According to Statistic brain, the average human attention span was 12 seconds in 2000. By 2013, it had dropped to 8 seconds—a second less than the average attention span of a goldfish. So, what does this mean for marketing, and especially marketing channels that required prolonged attention, like video?
Keeping It Short
There’s a big push in the industry to keep videos short. We recommend that most videos don’t exceed much more than 60 seconds, and if the video is specifically for an advertisement, no more than 6–30 seconds (depending on video placement).
For video advertising, we also recommend YouTube bumper ads and TrueView ads. (Contact us here if you’d like to learn more.)
Luckily, there are several ways you can increase consumer’s attention to your video:
- Select an engaging thumbnail—choose something that will make them click on your video
- Have a great hook—draw them in right away
- Be relevant—make sure your video covers what consumers want to know
- Be concise—and cover the most important stuff first
Embed calls to action—so anyone interested can easy know what to do next We’d love to help strategize and execute your next video project. If you have one coming up, let’s talk.