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Tested And True Video Fundamentals
September 25, 2018
As the social space continues to evolve - watching it morph from a text-based medium into a very visual one - cutting through and resonating with video can be challenging. Between the speed in which content flows through News Feeds, and the addiction to scrolling - rarely pausing to even consume content - finding and following tested and true fundamentals is critical.
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As the social space continues to evolve - watching it morph from a text-based medium into a very visual one - cutting through and resonating with video can be challenging.
Between the speed in which content flows through News Feeds, and the addiction to scrolling - rarely pausing to even consume content - finding and following tested and true fundamentals is critical.
And Twitter, always testing what works, recently developed a series of the more superior steps to ensure video success.
While some of what you read below may feel like common sense, if we think about the amount of content ignored every day, these techniques are not always (but should be) common practice.
- First Three Seconds Matter
Videos immediately conveying key message outperform those that ramble or wait until the end. - Shorter Video Drives Maximum Impact
Quicker content drives memory encoding; allowing the audience to remember specific product claims. - Text-Component Must Trigger Reaction
The purpose of copy accompanying the video is for set up - a cue the content is something we don't already know; something of value. - People Want People
Featuring characters or everyday people in the first few frames creates an emotional connection. - Visual Cues & Captions
Remember many people watch ads without sound. - Socialize The Perfect Hashtag
Complementing videos with a clever hashtag can lead to nearly 20% higher unaided recall. It also encourages people to use it. But - be careful.
Hashtags Should:
Be promoted across all marketing efforts.
Be monitored - make sure no one tries to brandjack it.
Be acknowledged.
And as always, note when the video is too broad, it dilutes the message, lessening impact.
Video is a big part of the social space today.
It 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.
Study audience behavior - Do more of what they view, and stop doing what they ignore.
Substandard video is brand erosive.
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.
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- First Three Seconds Matter