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How To Create Video That Stops The Scroll
February 14, 2017
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Part of any brands social media strategy today should be how to pause the scroll, right? After all, we've become a scroll nation.
Scrolling our mobile devices is a national pastime.
So how do we stand out in this "news-feed environment" we're operating in?
Twitter recently partnered with Omnicom Media Group to find what is likelier to work as we focus on video content.
And the takeaway? Keep it short, focus on the first few seconds and feel familiar.
Remember "Less Is More" and "First Impressions Count?"
Interesting: 15 second videos on Twitter are as impactful as a 30 second ad on TV.
The study concludes that shorter videos resonate deeper due to the nature of our scrolling behaviors. We're moving fast when we're in front of our news feeds - shorter videos allow us to retain messaging quicker and move on.
Notice the graph below - Twitter users remember details at speed and process it quickly.
Mindset Changes With The Time Of Day
The study shows content consumed in the morning is most likely to elicit "a feeling of personal relevance and generate detail-oriented memory encoding." Later in the day there is more of an emotional response to content.
Twitter points out that perhaps this information should lead brands to think about sharing useful information in the morning - more emotional in the afternoon.
Creative Characteristics That Stop The Scroll
- An early story-arc is the greatest attribute to ensure your videos get viewed past 3 seconds. 58% viewed these types of videos vs. any other video tested.
- The presence of people in the beginning has a huge impact on resonating with viewers as opposed to videos without people.
- Culturally relevant or time-specific videos were also viewed past 3 seconds. The brain responds to familiarity.
- Text or subtitles pull people in.
Video is a critical part of the social space today.
Video offers us the ability to share moments in an even more real-time way, and the more we move into that zone, the more interesting we become.
So study fan behavior - Do more of what they view, and stop doing what they ignore.
Substandard video is as brand erosive as bad breaks on-air. Over time the audience becomes fatigued and unmoved.
In short, they become passive fans.
And there is no value in a passive social fan base.
Your show is something that should always be on. Use the power of video to keep the fans connected to you - especially when they aren't listening.
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