As a business owner, you’re always trying to figure out the best way to reach your customer. One growing problem is that as the use of technology increases, the attention of your audience decreases. The average attention span in 2000 was 12 seconds. In 2015 the average attention span has dropped to 8 seconds.
To put that in perspective, a goldfish’s average attention span is 9 seconds. Video, when made properly, is a very effective way to engage your customers. The use of proper shot design and editing keeps the viewer’s attention longer and more focused.
Let’s take a closer look at what you should how focus on in video marketing and why your business needs to be doing it in 2016.
Tool Number 1: SHOT DESIGN
Shot design is the ability to choose how you want your subject to look through the camera. By adjusting the lens choice, height of the camera, distance from the subject, and movement of the shot- you can completely influence how the subject is shown. – you’re able to control how viewers respond to the subject on a subconscious level. To learn more in depth, you can check out this article here which breakdown some examples through shot design:
Tool Number 2: EDITING
Editing is the art of invisibility. The perfect edit should hypothetically coincide with the audiences natural inclination to blink. It’s been theorized that a person will blink once they understand what they’re being told/what they see.
Each time you blink, you’re subconsciously telling the other person that you’re ready for new information. You can learn more in Walter Murch’s book “In the Blink of An Eye”:
Finding The Right Piece To The Puzzle
At the foundation of any solid video is a good story. People love to hear a good story. Ask yourself: who do I want to tell my story to? And what’s the best format/style for conveying my message?
Here are the general format’s:
- Motion Graphics
- Social Campaign
- Documentary Style
- Music Video
- Social Media/Instagram Campaign
For Example: Nike wanted to create a viral video that put their product at the forefront of millennials minds. They opted for a social video produced by Casey Nessetae: a leader in social video. This video had over 14,000,000 views and was considered a huge success. It went viral, had shares, and got people excited about the product.
Now imagine showing the exact same video to a group of potential investors. The video wouldn’t explain anything about the product, its sales, etc. It would more than likely fall flat at an investors meeting.
In conclusion, it’s important that each video you create be specifically catered to your intended audience.
Hard Facts About Video Marketing
- By 2016 over 60% of all internet use is going to be video
- If you have a video on your website you’re 53% more likely to appear on Google’s first page.
- 59% of senior executives would rather watch a video than read a text, and half of those executives made a purchase after watching the video
- Click-through-rates on email marketing increased 96% after adding a video to the email
- 80% of people recall a video advertisement they saw in the past 30 days
- 46% of those people take action after viewing an ad including looking for more information, visiting the website, or making a purchase
- People remember 20% of what they hear, 30% of what they see and 70% of what they see and hear!
I’m Michael Potter, the co-creator of Jose Remi Productions. We approach the art of filmmaking from the documentary perspective: turning real stories into one of a kind commercials, promotional videos and documentaries. Since our launch, in 2014, we’ve already had the honor of working with clients such as National Geographic, TIME, and the Rockefeller Foundation. When it comes to our philosophy its’ simple: the better the quality, the clearer the message. That’s why we work with some of the best gear on the market. Our gear and experience work in almost any situation- we can cram lights into an office, or set up a tracking shot on top of a mountain. The only limit is your imagination!
joseremi.com – Go to our website and reach out to us today.
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Jeremy is the Lead Designer & Owner of Enable. Jeremy is a small business connoisseur who helps the little guys conquer big. When he’s not designing websites or writing blogs, you’ll find him spending time with his wife and family.