Earlier this month our Drivers took a trip to Google’s DC Office to take a YouTube Masterclass on video production! While we were there we learned some of the best practices for creating meaningful videos that engage the audience.
1. Shorter = Better
People are constantly taught that shorter videos are better because viewer’s attention span for ads are dwindling. However, quality has been proven to be much stronger than quantity when it comes to the length of the video. If there is a story to tell that will engage the viewer, it is worth it to make a longer video. Compelling, user focused stories are receiving more engagements in some cases than shorter clips. Check out this video from Kleenex below:
2. Comfortable = Entertaining
Regardless of the length of your video, it has to be entertaining. Most people believe that entertainment has to fit a mold that’s comfortable for the consumer. However, there are times when a video can be successful because it stands out from the crowd. A video that is “different” will grab the viewer’s attention (one of the hardest aspects of video production) and can lead to a successful campaign. Use your time wisely and embrace the strange! Mountain Dew is one of the companies known for using this strategy to its advantage:
3. Higher Quality = More Effective
Most companies assume their audience wants to see a higher quality video. This was proven wrong when comparing the number of engagements of two videos. The lower quality video actually received more engagements than the higher quality one because the audience was more comfortable interacting with the former.
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