Video Marketing- How its Content is Shaping Power and Reach
Video marketing – changing for the better
If you’re going to ask experts in the video marketing business for advice on creating video content for your web marketing campaign, they’ll often tell you one thing – keep it short. This is because most people are believed to have fairly short attentions spans which mean that when you are marketing with videos, you’ll have to get your marketing message across as quickly as possible. But what if all that talk about short attention spans is just a myth although many would certainly disagree – various studies show that abandonment rates in video online marketing can be very high (as much as 33 percent in the first 30 seconds and another 44 percent after a minute. Thus one can easily conclude that it’s a good idea to keep the duration of their videos below one minute although it certainly doesn’t have to be the case.
We can see some quality videos online that are making a scene on video sharing websites like Youtube. These videos are very effective in captivating the attention of viewers for more than one minute. This is primarily because of the quality of the content which can be either entertaining or informative instead of being purely promotional and downright boring. You’ll often find these videos to be the content itself and are concerned with something bigger than the service or product concerned making its viewers care and makes you wonder if people really do have short attention spans.
Check out one such video below called “Push the Red Button” by TNT for their video marketing campaign
The video above was produced by TNT for its channel launch in Belgium. The business hired an agency that approached video marketing in a reality TV kind of ad set in a little town where as you can see, they installed several concealed cameras covering a small red button with a sign that entices people to push it. Eventually, the button gets pressed and a bunch of actors appear performing a series of dramatic stunts and ends with a call-to-action presenting TNT as the people’s “Daily Dose of Drama”.
The video above has amassed well over 33 million views on Youtube alone making it one of the most successful video ads around when it comes to web marketing. Everything came together perfectly and brilliantly entertained viewers instead of simply promoting their services. The trend here is obvious and something that everyone in the business of marketing with videos should think about – it’s better to create videos that features compelling content aimed at capturing the interest of viewers through storytelling rather than churning out video ads that focus solely on marketing a product or service which are guaranteed to drain your viewers attention and interest. Successful videos like the one shown above is proof that people don’t have short attention spans at all and are willing to spend minutes watching a video that entertains or informs them so long as manages to keep their interest at its peak!
Hadn’t seen the video and it illustrates your point incredibly well (I didn’t notice that nearly 2 minutes had elapsed when I viewed it). Great post, great ad–am still laughing as I write this.
I also didn’t notice that the 2 minutes were up so “got” what you were trying to prove just from watching the video. Nice!
This is a must-see example of video marketing! You are right — no sign of a short attention span when it comes to online marketing that captures something spectacular.
This is a “must-see example” of how to make your 14 year old son laugh uncontrollably.
LOL! Hilarious video. Now THAT is how you do quality content in video marketing!
When faced with how to create the most effective web marketing, I think YouTube is where it’s at. Consumers want their online ads to be exciting, silly, thoughtful (and, yes, not too long). But your point is well taken that it’s “quality videos” that will win in the end. We think we live in a fast-paced world, but I could have watched another 30 minutes or 30 hours of “Push the Red Button” and, yes, I have a life.
Super article. You use the video perfectly to show how online marketing can create buzz that will get customers watching, clicking, buying.
Anyone who has lost hours of his life to watching YouTube video after YouTube video (only to realize that hours have elapsed) knows that you are right about attention span and ads.
Hi Daniel, I haven’t done any marketing with videos…yet. This post is inspiring. Is it true that if I create a YouTube video with effective keywords then it is most likely going to end up higher than web content without a video? Can I piggyback on the success of YouTube? I often see small sites toward the top of my Google search and the only common thing is YouTube. I really want to work smarter when it comes to my online marketing.
Video is witty and well-made. Just wondering what the budget would have been for web marketing like that? I don’t think I have the ad money to create a viral video like that. I’m not one of these people who says, “I wouldn’t be fat if I could hire a personal trainer for 2 hours/day.” I’m just trying to come to grips with my shoestring budget and how I can access video marketing and online success like that?????
That video made my day. I can see why it was so successful.
I like how the cyclist circles the red button before actually pushing it. This is a video marketing strategy that is effective, engaging and downright funny.