Content marketing is getting shorter than ever. Explainer videos at 90-120 seconds were last week’s craze. Now it’s the 6-second video. Twitter’s 140 character limit wasn’t enough. Now they’ve launched Vine, a mobile app which allows you to record six second videos which can then be posted to Twitter or Facebook. If it was difficult to present a value proposition in 2 minutes, getting it down to 6 seconds can be downright tricky. The question is whether you should try and if so, what should you be aiming for?
First, let’s review the basics. Buyers are looking for quality products and services offered by companies that are reputable and trustworthy. No one can tell a company story and convey all the features and benefits into a 6-second video. That’s why content-rich blogs, pod casts and videos are king. They tell the story and generate the Google search results that drive new business. If rich content is your cake, the 6-second video is the icing on top.
Do you need the icing? Yes. Here are several reasons why you should create 6-second videos:
- It’s incredibly popular: In 6 months, Vine has grown to over 13 million users (which prompted Instagram to get into the game). Tweets with Vine attachments get 6-8x the level of engagement than those without. You’re competitors are doing it, why not you?
- Great for promotion: Got a new product or service? Create a quick 6-second video to let everyone know. Seeing it is the first step to buying it. Videos create excitement and interest around new products.
- Forces you to focus: The visuals, sound and text convey the message in a clear, simple and compelling way. The short-story format enables you to reach busy consumers with a compelling, creative story with visual content that awakens interest.
- Showcases your personality: Your video, done properly, showcase who you are as a business. A humorous skit or a direct message from the CEO exposes you to your audience.
- Could go viral: Over 70% of internet users watch video online. Interesting and humorous videos get shared most. One great 6-second video can be seen by millions.
- Increase brand recognition: The picture, sound and text combined increase retention up to 50% more than text alone. If you want to be remembered, create a great video.
- Small investment, long shelf-life: The cost of the video is small compared to the payoff. Your video can be watched over and over again by new prospects, and can be viral more than once in its lifetime. It’s not uncommon to see a Facebook video passed around that was created 2 years ago.
In summary, 6-second videos are a great way to engage your audience with new product and service introductions, convey your value proposition, showcase your identity and share your message – not to mention increase followers of your brand and increase sales.
– Video Caddy
Gone are the days when excellent copy and great headlines sold products. People just don’t have the time to read through multiple paragraphs of text. As a result, the dramatic rise of explainer videos. These 90-120 second videos, which zero in on the key value proposition of a product or service, are increasing conversion rates dramatically, in some cases by 300%.
An explainer video tells a company’s story or showcases the benefits of a product in a fast and entertaining way. It can be an animated video with lively characters engaged in dialogue or with just background music. It could also be filmed with real actors or the company CEO. Market researchers know that if you don’t gain a prospect’s attention in the first 8 seconds, you’ve lost them. Explainer videos get that initial attention and keep prospects focused up to 2 minutes.
The cost of an explainer video can range anywhere from $200 to $20,000 for a 2-minute production. Epipheo is an industry legend with clients like Google, NBC and Microsoft. Gisteo, which charges $3000 for the first minute, is also an industry legend. For smaller companies with smaller budgets, there are numerous entities on Elance.com that will create a 2-minute explainer video for under $500.
If you are wondering whether you should invest in an explainer video, the answer is yes. Here’s a list of reasons why explainer videos can increase your conversion rates dramatically:
- Visual, audio and verbal learning: The picture, sound and text combined together increase learning. People retain up to 50% more when these elements are combined. In other words, they’ll “get” your message immediately.
- Clear presentation before and after the sale: Customers will know exactly what they are buying and why. Furthermore, after-sale support is reduced because people have been informed properly from the start.
- Simple is best: The 90 to 120 second limit forces the script writer to take only the most important elements and discard all the extraneous, irrelevant information. When you pay for expert production, you get video, sound and text combined that conveys the most important benefits in a clear, simple and compelling way. More is said with less.
- Leverage your message: The creation of your video will be posted on YouTube and your website. You can also include links to the video on Twitter and other social media sharing sites. Over 70% of internet users watch video online. Interesting and humorous videos get shared most.
- Showcase your personality: Your video, done properly, showcases you are as a business. Humorous animation or a direct message from the CEO tells the prospect more about your company than a block of text.
- Higher Google rankings: A site with a video will come up higher in searches than a static site with just text.
In summary, explainer videos is a great way to engage your audience, convey your value proposition and share your message – not to mention increase your overall conversion rate.
– Video Caddy