When creating marketing videos, did you know that you only have a few seconds to grab the viewer’s attention?
Research has shown that 20% of viewers click off a video after 10 seconds or less. This is especially true when it comes to Millennials.
So if your videos aren’t attracting enough click-throughs, conversions or shares, it could be that you’re not grabbing their attention from the start.
Why those first few seconds matter
One of the main reasons viewers only give videos a few seconds to capture their interest is because there are so many videos out there.
Video marketing is huge right now, with thousands of videos added to social media every single day. The sheer amount of competition has forced viewers to be a lot pickier with the content they view. It has to be different and stand out from the crowd.
As well as offering something unique and engaging, you also need to think about today’s lifestyle. People are busier now and more impatient. They don’t want to spend minutes watching a video. They want quick, useful content. So if you cannot grab their attention in those first few seconds, they’re not going to bother watching the rest of the video.
There’s also the fact that the brain cannot focus on digital content for as long as it can on offline content. The secret to successful video marketing is keeping the viewer engaged for as long as possible. That’s why 30 second videos tend to work best.
The only exception to this is if you are marketing to the older generation. They are a lot more willing and actually favor longer video content.
How to maximize the first few seconds
Now you know how important it is to capture your audience’s attention in the first few seconds, how can you actually do that? Well, it’s all about the content.You’d think a flashy image or impressive animation would do the job. However, it’s much more about the actual wording you use. You also need to make it clear what the video is going to tell the viewer. Don’t leave them guessing. The main goal should be to create intrigue and make them want to watch the rest of the video.
If you’re just starting out on your social video journey, you’re likely feeling a little overwhelmed. When you’re too focused on those first few seconds, you can start to panic and spend too much time questioning what should be included.