-
What Counts As A Video View And How To Nail Views Every Time
January 9, 2018
-
As video consumption continues to explode - people are quickly processing images - at 30 milliseconds - and streaming video like crazy:
- 100 million hours of video consumed on Facebook every day.
- Instagram Stories have 100 million daily actives.
- Snapchat reports 10 billion video views a day.
- Twitter pushes video for a higher rate in getting content shared.
Becoming proficient at video should be on everyone's mind; especially how we can use video to elevate our advertising partners.
But nothing matters if we don't work on the key elements when turning video views into value.
Let's start with what counts as a video view.
So if it only takes 1 to 3 seconds to earn a video view, why do some videos fall short?
In those cases we're not coming at content from the consumers' point of view.
Consider the following fundamentals to ensure better outcomes:
Capture Attention Quickly
Start videos with recognizable talent, action scenes, something to spark interest.
Content Must Be An Experience
User action determines the greater amount of awareness (and impressions) generated.
If people aren't "touching" your content - it's not an experience.
Refine and reset immediately.
Money Quote
The text component (the text you type in the tweet or post to give the video context) can be as important as the actual video in driving interest.
Create For Sound Off
Always add captions by transcribing the audio of the video.
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.
Test, Test, Test
There's no universal solution to building brands or driving actions with video, so keep experimenting to learn what works for you.
And video, by the way, shouldn't only be for our growth - video is the most effective way to market our advertising partners.
Research commissioned by Brightcove revealed three in four consumers link social video viewing to purchasing decisions.
Eight in ten said they enjoy interacting with brands on social media, and agree video is the easiest way to get to know a brand online.
The core principles of brand building have changed.
Let's continue working on new disciplines to fit in and respect seconds matter.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
Please enjoy MERGE archives here.