Due to the rising popularity of video advertising, last year I posted an article on tips to improve your videos. In the past 18 months, video advertising has become even more popular. In fact, it’s currently the most popular and successful type of digital advertising.
As the media strategist here at Verdin, I regularly receive data on video usage and I love tracking the latest research and technology. That’s why I’m back to share four new tips to make your videos even better.
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The New “Five Second Rule.” Whether your video is being served on Facebook, Instagram, YouTube or in banner ads, research tells us that you only have three to five seconds to get your viewers’ attention. Ninety-four percent of people will skip pre-roll ads on YouTube after the five-second mark. Be creative in finding ways to get your most important information served in the first three seconds.
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Sounds of Silence. On most platforms, video will play without sound as a user scrolls. While users have the option to click to hear the soundtrack, most will not. Make sure your video is visually appealing enough to engage users even without sound. Consider sound the frosting on your video cake.
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No Recycling Allowed. We are big proponents of recycling… except when it comes to video advertising. Do not recycle your television commercials into video advertising. While using portions of the raw footage from a TV spot is an option, your 30-second television ad will not be received well in the digital space. Traditional commercials are too long for digital platforms and users will quickly leave.
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The More Things Change, The More They Stay The Same. Regardless of the platform or type of ads you are creating, emotions and storytelling continue to be the building blocks of all great advertising. Use emotional or inspiring storytelling to help engage viewers and break through the digital video clutter.