I know you, and I know you've been sitting at your desk, or running in between meetings, or sitting poolside on your lovely family vacation (finally!), and thinking, boy, I wish someone would send me a video statistic right now. Well, I have just what the doctor ordered, your monthly dose of Solstice wisdom (just don't ask us to prescribe anything non-video related. We don't like to mix our medications).
Facebook, that pusher of video (at nearly 3 Billion video views a day, they are becoming a serious player in the distribution world), conducted a recent study through Nielsen Research to measure the impact of video on changing a viewer's behavior. At only one second, one second (that's 24 to 30 frames, for you tech nerds), impact on Ad Recall, Brand Awareness, and Purchase Intent all see a lift, and by 3 seconds in, that lift jumps to almost 50%. By the 10 second mark, the lift in Purchase Intent is up to 72%, and the others jump almost as high. Hard to believe? Just read it for yourself.
So, how does this relate to us? Well, let's look at this in a few different ways:
1) Marketers have long been touting video as the single most effective tool. Now we know that even one second of video impacts the viewer in a positive way. Pretty cool, huh?
2) Short and effective can move the viewer to a 72% increase in purchase intent. Wait, did I say that already? Just making sure you were paying attention.
3) Every second of video counts. What do you show in those first 24 or 30 frames? What does it sound like, what is the messaging? Grab the viewer, share your message, right away. Every frame tells a story, and those stories, those seconds, can add up to a tremendous impact, if used correctly. Don't waste them.
4) There is a learned skill in creating short, effective, impactful video. Just getting ready to put that first second on screen requires hours, sometimes weeks, of scripting, planning, talent casting, storyboarding, you name it, and even then, it takes a collaborative team effort to bring it to life. Just as you rely on a medical professional for your drug prescriptions, it's important to rely on a video professional for your production needs (side effects of DIY video may include: loss of interest by your audience, a negative brand perception, boredom, or upset stomach).
Ready to make an appointment? You know how - contact me here.