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Seconds Matter...Especially In News Feeds
March 14, 2017
According to a Fors Marsh group test commissioned by Facebook, people are spending, on average, 1.7 seconds with a piece of content on mobile, and 2.5 seconds on desktop.
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Untitled Document According to a Fors Marsh group test commissioned by Facebook, people are spending, on average, 1.7 seconds with a piece of content on mobile, and 2.5 seconds on desktop.
And video is a huge part of the content they are consuming.
Just look at how video consumption continues to explode:
- 100 million hours of video is consumed on Facebook every day.
- Instagram Stories have 100 million daily actives.
- Snapchat reports 10 billion video views a day.
- Twitter says video drives a higher rate of getting your content shared.
- 300 hours of video are uploaded on YouTube every 60 seconds.
Becoming proficient at video should be on everyone's mind.
But we're dealing with an audience addicted to distraction - scrolling our smart phones is now a national pastime.
So how do we resonate enough to "pause the scroll?"
Facebook offers the following insights they have picked up on:
Capture Attention Quickly
Consider starting your video with lifestyle and product shots, recognizable spokespeople, action scenes or a vivid background to spark interest.
Create For Sound Off
Work to convey your message visually. Showing captions, logos and products can communicate your message, even in silence.
Design With Mobile First In Mind
People have a unique interaction with the quickness of their mobile feeds.
Test, Learn, Iterate
There's no universal solution to building brands or driving actions with video, so keep experimenting, testing and iterating to learn what works for you.
And while those are a few of the best tips you'll get in creating impactful video - some of the most memorable videos are actually the unpolished and unscripted moments that play out in life.
This is why it's smart to always have "video rolling."
Perhaps you saw the "BBC Dad" last week. The video was a very real and raw look into balancing family and work life:
Our favourite live TV moment of the week by far pic.twitter.com/GXSCUl5hYI
— BBC Newsbeat (@BBCNewsbeat) March 10, 2017And what did C100/Halifax do?
Use video to parody it:I understand - it's silly. But this is what video can do for you.
It can place us in cultural moments - ensuring our brands remain in the hearts (and the hands) of the fans.
Study what gets consumed - what's the length and content they seem to tolerate?
Do more of what they view, and stop doing what they ignore.
Because remember - every second counts; especially the first 1.7.
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