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Marketing Videos: Tips to Grab and Hold Viewer Attention
June 28, 2012
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Simple truth: You might create the best marketing videos around, but if you can't convince users to stop and click, your work is all for naught.
And although Web videos have become extremely popular, there are still countless potential viewers who choose not to watch them. (Just think: Someone could be ignoring your opus right now!)
According to the folks at the Rainmaker blog, one obstacle sits at the root of the problem: Unlike with text, potential viewers can't skim a video to decide whether they want to consider it more carefully.
So, to overcome that "initial objection," Rainmaker says that it's important to make the following points crystal clear on your introductory Web page:
- What's covered in the video. A brief synopsis will serve to quickly "skim" the content for visitors.
- How the viewer will benefit from watching it. "By listing at least one benefit, you're giving your viewers a compelling reason to click the play button," Rainmaker notes.
- The video's length. Tell them the time commitment required to get that benefit.
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A customer can't skim a video, right, but remember ,some readers read books from back to front :) Of course the article is correct, you need to give the viewer full disclosure on what they can expect in the video. However the creatives behind videos should not neglect a principle used in (dare I say the word?) traditional print media. OK, so you give all the meat to the viewer in the opening two lines of the video, a mere reproduction of what they have already read in the title text - What then? - What if you are trying to slow burn your way to the sales resolution? What if the potential customer has fulfilled their info need there and then, and see no need to complete the video and ever get to the call to action? Good print media uses a device called the "delayed drop," it blows the "inverted pyramid" info delivery system out of the water. It maintains reader interest long haul bringing them happily to the end of the article with that satisfied feeling. This is rather than having the reader believe there is little of value to be gained from reading to the end. Were video creators to consistently adapt their videos to the method proposed in this article, then the consequence would be an adaptation on behalf of the Video watcher / user / prospective customer, to know to leave the video before the video has delivered its core goal. Remember it is not the delivery of the information that is the core goal, it is the eliciting of a response - That response should not be a leaving of the video before it has reached its purpose.
Mike Dawson of : sollylabs.blogspot.com