Don’t’ lose customers by boring videos
Did you know that most online videos lose viewers after 10 seconds? Worse, if your online video campaign had, say 5 million viewers, 1 million of them saw less than 10 seconds of it. Whoops! This means that uploading a boring explainer video or corporate film is an opportunity missed.
One of the most fatal mistakes of content marketing is neglecting video content in terms of quality and the message it attempts to convey. While it’s true that video viewing has seen an all-time high in the past decade, the bounce rate has been equally high due to the competitions of storytelling techniques.
Why you should care so much about videos?
Videos when executed correctly generate leads and eventually sales. ComScore says after watching a video, 64% of users are more likely to buy a product online. Yes, that’s the power of engaging video content. Forbes testifies that 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video.
Today, the average user is exposed to an average 32.3 videos in a month. Do you see an opportunity here?
The biggest enterprises and corporations present even their case studies through interesting videos while almost all the funded startups in the world have a history of their video content going viral.
Why boring videos hurt your product?
We live in a world of unforgiving customers who don’t give a mobile application a second chance or more than 10 seconds to switching from a video. Time is ever so short and your first impression may actually be last.
There’s nothing worse than a bad video ad film or an explainer video that ends up conveying you are boring. A boring video shows you haven’t paid attention to the making of the video. This leads to loss of the right message and worse, conveying all the wrong messages that may not be true of your product or service. It is said that that one minute of bad video is equal to losing 1.8 million words. As per VINDICO, 80% of online video ads are abandoned within the first half of the ad.
How can you make your videos interesting?
There are many agencies, freelancers and video production houses that help you hit the right chord with your users. However, your video will completely reflect the kind of brand or product personality you have. At AVM Pictures, we encourage the clients to have a brainstorming session as to what they really wish to achieve from a specific corporate film or explainer video or an ad film. Here’s our checklist of how you can make your videos interesting:
List down messages: Brainstorm and jot down the messages you wish to convey from your video. Remember, these messages are the crucial aspects of your company, brand, product or service which would get your sales leads. Our experience says a 60-second video should have no more than three messages for the customers.
Choose your audience: Ideally, a great video appeals to all kinds of audiences. Yet, you MUST choose your audience and ensure that your video targets them.
Clear-cut concept: Once you have shortlisted your messages and decided upon your audience, get down to brainstorming a clear concept. Your concept should be an integral part of your video content marketing strategy. For instance, educational institutions play on their faculty strength and infrastructure to produce concepts, real estate companies create emotion-driven concepts etc.
Comedy or emotion: Burst Media says comedy is the most popular form of online video content among all viewers at 39% followed by news (33%) and music (31%). To break it down for you, comedy, a news or music that evokes some sort of emotion have the power to convert viewing into some sort of decision or action. Choose an emotion you wish to evoke for your customers. Always do an honest video content analysis before diving into it. When it comes to ad films or explainer videos, we at AVM Pictures swear by David Ogilvy’s quote: The best ideas come as jokes. Make your thinking as funny as possible.
Find a story: Every video is bound by one string. One of the biggest lessons that we have learnt in the past decade of video production and video content creation is that a great story will not only bind the ideas together but also the viewers. We encourage clients to focus one strong message and the time and manner it would be conveyed in the video. Once we find this, the video knows its job. An excellent video content syndication provokes a strong emotion for customers in a great story. Check out the benefits of great storytelling.
Solution to a pain point: Remember your product or service is solving a pain point. The same needs to be conveyed in your video. When a customer spends 30-60 seconds on a video, he/she expects some sort of a solution to his/her problem.
Sound is a story teller: Did you know that the success of your product or service video relies on the sounds? An energetic or a sophisticated voice over backed by pleasant sound becomes a great story in itself. Some videos, even without a VO, leave a lasting brand impact.
Leave them with a benefit: A sure-shot way to convert a call to action is to leave your audiences with a strong thought about your brand. It could be your brand punchline or a benefit that spells out clearly how exactly you have solved their problem.
Hire professionals: Of course we will say that since we are a post production firm. If you can create legitimate brand videos or video content marketing through these ‘Do it yourself’ tips, it’s fantastic. But if you are aiming for the sky, hire professionals who understand the art of making winning videos or simply check with video content providers.