A lot of our clients get stuck on video. Whether it’s stage fright, busyness, lack of equipment/know-how, or just a tight budget, they simply don’t make it happen.
Can you relate?
Well, I have some good news that may or may not take you by surprise (depending on your own social media habits).
I did some digging and discovered…
After looking at a lot of analytics and data regarding the attention span of users on Instagram and Facebook, I was not actually shocked at my discovery. I reviewed my customers’ videos across all accounts this year, and here is what I found:
Only 30% watched any video past the 15-second mark. 30%.
That means that 70% of those who clicked on a social media video stopped after 15 seconds.
Do you know how much time it takes to create videos that are 30 to 60 seconds? Depending on several factors, it can take hours and hours (if not a day or more)! If your team has to pay a videographer hundreds or thousands of dollars to produce amazing videos, and you know that 70% will STOP WATCHING after 15 seconds, don’t you think it’s time to rethink your video strategy?
The numbers drop off even more to the point where barely anyone watches your videos on social media to the very end! This only happens when you have developed a cult following using amazing industry knowledge or humor.
What do we suggest?
- Start with using your smartphones and not a video production team. In fact, use the pile of cash you saved on production and funnel it instead into promotion and digital marketing! One epic video is never going to cut it – you need to be consistent and pay to promote your content.
- Record a few seconds per clip of a job: pressure washing, sanding, masking, spraying, brushing, the final product… Then quickly dress it up using a simple video editing app (iMovie on iPhone is an example). If you want to spend more time editing, use a Desktop app like Camtasia or iMovie.
- If you do decide to use a video production team, make sure those videos are still super short: 10-15 seconds.
- If you do need a longer video, make sure the main point you want to convey is obvious within the first 15 seconds.
- Watch a lot of Instagram ads for inspiration. You’ll see that the best ones are short and to the point to sell their product or service. Try something similar.
- Your videos should stir some emotion. Try to get your followers to watch more!
- Practice using Instagram stories to post your short video clips. This is a great way to gain followers and get more views.
As we mentioned above, just stay consistent. One hundred 15-second videos shot with the phone in your pocket will ultimately be more beneficial than 1 or 2 Hollywood productions. Really.
Don’t overthink it – just start shooting it, posting it, and share your passion. It WILL take off.