Bite-sized, shortform videos on Vine and Instagram are the current haute trend in video marketing. When done well, these platforms can be effective for business. But brands shouldn’t get so tangled up in Vine that they neglect longform video. Longform video is still the best way to get your message across and reach your ideal customer.
Who Has The Attention Span For Longform Video?
When YouTube was just a baby, they told us that videos should be under 10 minutes long. In 2013, it’s hard to imagine anyone actually sitting through a 10 minute video. Many producers of video content balk at 3-5 minute long video. But the balking is well-founded. Most data suggests that shorter videos receive the most engagement. Wistia released a study last Spring that showed the value of short videos. Videos under 30 seconds see as much as 20% viewer drop off by the halfway point, and up to 40% by video’s end. Longer videos, on the other hand, suffer an average drop-off rate of 55%, and an endpoint drop-off rate of around 70%.
So you might be thinking, “Audiences aren’t sticking around for longform video.” But let’s dissect those numbers. If a short, 30 second video loses 20% of viewers, then a 600 second video should have no viewers. However, the average drop of rate for longer videos, according to Wistia’s study, is only 55%. So what does this tell us? Engagement drops significantly after the first 5 minutes, but levels out. Videos between 5-20 minutes have 50% engagement. That’s not too shabby.
And you can infer that those viewers who stick around are true fans of your brand. They are interested in what you’re saying and are likely to buy from you. A Vine video that reaches 500,000 people is great, but how many of those people will turn into customers? If you have a small number of people watching your entire longform video, the likelihood you’ll see a return on your investment is much higher.
Some Pros and Cons of Longform Video
There are pros and cons to consider before adopting a longform video strategy. First, let’s think about the downside. Long videos typically cost more to create, and their total engagement is much lower than short video.
Now, on to the positives. Overall engagement is lower, but more people stick around after the 5 minute mark. Long form videos have more opportunities for ad placement (it’s a fact), and they make up 54% of the online video pie. Not to mention, they make it much easier to tell your story and get your message across than a bite-sized video.
Making the Most of Your Longform Video
There are some tips and tricks for getting the most out of your longform video strategy. Because they take more time to create and do cost a bit more upfront, these ideas can help maximize your chances for success.
One: Create A Series
You don’t have to release a 30 minute video as a 30 minute video. You can break it up and release it in sections. This allows users to pick and choose the sections that might be most useful to them and prevents your subject from becoming boring. And if you’re interested in ad placement, 5 short videos give you 5 more opportunities for revenue over one long video.
Two: Do More With Less
You do not have to have a crazy budget in order to make effective longform videos. Moz.com runs an extremely popular video series called “Whiteboard Fridays.” Some of these videos are longer than 10 minutes, many are shorter. But they always involve a single person talking to the camera with nothing but markers and a whiteboard. People watch these videos each and every week to learn about Search Engine Optimization. It’s boosted Moz’s business over the years and helped solidify their position as SEO experts around the globe. But their videos don’t cost much at all. They simply take topics people want to learn about and break them down into easy to understand lessons.
Three: Giving A Presentation? Record It.
Ted Talks are some of the most popular videos ever created. People flock to them by the millions. Do you think they’d be as successful if they were simply done with one person in front of a camera? It’s possible that many of them would still go viral, but the reason Ted Talks are so engaging is because of the audience. When you’re giving a presentation in front of people and you’re able to feed off of that energy, your own energy changes. Try it sometime. Give the same presentation to your webcam as you do to an audience. Which one is more engaging? Most likely the version you did with the audience. So the next time you’re giving a talk, record it. Upload it and distribute it to your target audience. If you don’t give presentations, think about collaborating with others in your industry in a Google Hangout, which is automatically recorded for YouTube.
Four: Show People How to Use Your Products
We aren’t talking about infomercials. But a well-produced video that shows your customers exactly how to use your product and get the most out of it can be extremely useful. Don’t believe us? Google themselves posted a longform video on how to use Google Glass.
And Remember…
No matter what type of video series you create, always be true to your brand and always be true to your audience. Don’t try to be something you aren’t. If you aren’t comfortable with a format, stay away from it. But if you keep your audience in mind at all times, you’ll have a better chance of success with longform video.