Donald Trump GIFs, dramatic car commercials, buffalo chicken dip being made in hyper lapse. babies saying things, babies eating things, babies literally doing anything, and then there’s this. With over 8-billion videos being watched on Facebook daily, this form of digital sharing has taken over the social media world and inundates feeds with a constant flow of moving images. In today’s media, brand marketing has to literally get moving in order to grab consumer attention.
As a company, your video marketing has the power to capture an audience and truly make a memorable connection. At LMS, we work with multiple brands to produce video marketing specifically created to capture target markets. Here are tips from the LMS Creative Director, Tim Lambertson, on how to make your videos stand out.
Catch Their Eye
“The first few seconds of a video have to be attention grabbing or viewers will move on,” says Tim. You’ve got to wow your audience immediately and entice them to continue watching or they will scroll right past. With analytics, brands can see how much of a video is watched and figure out what their audience enjoys or looses interest in based on the watching habits.
Drop the Beat
Good music to accompany the video will also help with consumer retention. Be sure to focus on relevancy to the overall message of the video as well as its popularity in your target market. Hard-hitting hip-hop verses a slow emotional ballad will have very different effects on your audience, so keep in mind the reflection the music will have on your brand.
All the Feels
Don’t underestimate the power of emotion! To have an impactful video that is memorable and encourages conversation and social shares, brands need to cater to their audience’s emotions. Everyone remembers the Lost Puppy Budweiser commercial from Super Bowl 2015 because the world gave it a collective “awwww!” Make your audience cry or laugh, inspire and encourage them. Make them feel all the feels and you will see all the success.
Get to the Point
There is a plethora of content online and consumer attention spans leave much to be desired. So when creating a video, it’s best to keep it “short and simple,” says Tim. Some ad spots are just 15 seconds long, which means every second of content counts. Longer videos allow for more content, but unless you keep them entertained, the extra time may be a waste as consumers get distracted. “Oooh! Something sparkly…”
Though mostly big brands are trailblazing this new marketing territory, smaller businesses should focus on working video marketing into their budgets as well, as it is rapidly becoming an industry standard. By 2019, it is expected that 80% of all internet traffic will be streaming video content.