There are literally billions of videos available on the web, bombarding us with noise and information. Everyone wants more likes, comments, and shares. So what’s the magic formula? How do you stand out? Creating a promotional clip is a great way to spread the word about your creative project, but let’s be honest: time is a precious commodity.
While your mother might sit patiently through your lengthy promotional video (and possibly even clap at the end), you will lose the majority of viewers within the first two minutes. I get it – you are passionate about your work; you want to tell your story, and that is awesome! But when you are emotionally invested in a project, it can be hard to objectively decide what information is of value. People love internet videos, but we also have very short attention spans. Having a professional produce your video can help you cut the fluff and keep your audience along for the ride.
The challenge, and ultimately the key to success, is creating a promo that instantly captivates viewers; inspiring them to take action. I tell my clients: let’s keep your clip short, memorable, and on message.
Example of a short, humorous, to-the-point update video for a Kickstarter campaign.
Having trouble deciding what content to include in your promo? Here are a few things to consider:
- 44% of viewers will abandon a video within the first minute. Don’t let these people leave without getting the message! Grab the viewer’s attention right away, and get your point across as quickly as possible. Start with the most important information first, giving details toward the end of the clip.
- The longer your video is, the less likely people are to even click it. When people see a 10+ minute clip, they might get commitment-phobic and suddenly remember all the other things they were supposed to do today. Clips under 5 minutes are more enticing to casual internet browsers.
- If your video is too short, viewers are less likely to understand the point, less likely to feel engaged with the message, and therefore less likely to share it. Vine and Instagram Videos have their place but if you want to connect with your audience, it takes more than 15 seconds.
Knowing your audience and hooking them in the first 10 seconds is critical to your promos success. You have to earn viewer attention, and you are competing against millions of adorable cat videos for it. Make sure your video is simple, unique, and worth the time it takes to watch.
So.. how long should promotional clips be? There is no one-size-fits-all solution. Most evidence suggests the ideal video length falls anywhere between 1 and 3 minutes, dependent on your project. At Tree in the Sky, I collaborate with clients to produce high quality videos that convey their passion and personality, while remaining clear and concise. Contact me today for a consultation. Let’s work together to craft an entertaining, yet informational clip that inspires audiences to get involved!
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