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Can You Resonate In Six Seconds?
November 7, 2017
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Vine (R.I.P.) was the first platform to introduce us to the art of trying to make an impact with six-second videos.
And after reading an Ad Age interview with Andrew Keller, Global Creative Dir. for Facebook's Creative Shop, it sounds as if "Vine-like" video ads are an emerging trend among advertising agencies and national brands.
It makes sense.
A new study by comScore revealed online (and social) ads targeted toward Millennials must be around 5 to 6 seconds to be effective.
Here's why:
Keller explains what he is seeing at Facebook, "People are processing images in 30 milliseconds and they're getting a lot out of these [smaller] pieces of content. [Six-seconds] brings up the need for being very clear; saying one thing."
Keller spoke on brands "need to drive clarity; making sure we get simple [visually], thinking mobile [video/use] from the beginning."
Six-second video ads have been popping up - most recently Fox tested out six-second video ads with MLB, and will reportedly air a few during NFL games on Thanksgiving.
So what does your station's six-second (story) video 'ad' look like?
If all studies point to a serious decline in attention (in fact, are you even still reading this?), we need to accept this data and act on it.
When working on social content for our stations and advertising partners, come at everything from the mobile/social perspective first.
Creative Must Be An Experience
If people aren't "touching" your content ("liking," sharing, clicking, etc....), it's not an experience. Refine and reset immediately.
Every Second Matters
The days of big set ups are done. Get to the content right away.
Visual Cues
85% of all videos are viewed with the audio off. Videos with caption pull the viewer in and create an easier way to process the video when we can't turn the sound on.
Money Quote
The text component to any video (ad) is often as critical as the content. Succinctly put the video in context.
The core tenants of brand building have changed.
Follow trends; hack your own way to what works. It doesn't mean everything we do must only be six-seconds. But pay attention.
If the audience can only give us six-seconds of their time - we want to build new disciplines in order to fit in and respect this lack of bandwidth.
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