The Era of Tasty: How Short Videos Win on the Web
We’ve probably all seen at least one of these videos now. We often call them the “Tasty” videos here at I-ology. They’re quick 15-30 second videos that get you to a clear outcome in often a time lapse, stop motion or quick editing format. You can learn how to make Puerto Rican chicken over a bed of rice as you scroll through Facebook.
Buzzfeed has become the leader in these great recipe videos. It’s amazing content marketing that’s delicious, informative and definitely worth sharing. Cheddar ranch popcorn chicken? Avocado carbonara? All taught in less than a minute? Sure! Everyone has time for that.
That’s the ultimate challenge to overcome for digital marketers – get users to give you the time of day. Just seconds of your targeted audience’s time can be so valuable. The ability to get a message, offer or sense of value across to a potential customer or fan can often be priceless.
According to Hubspot, one-third of all online activity is now spent watching video. And, 80% of users can recall a video ad they viewed in the past 30 days.
Video is more and more becoming the tool to get past the goldfish attention span of today’s common consumer. However, so often we see brands and businesses putting out videos that are way too long with way too much information and sadly many don’t have a true call to action for the user.
The “Tasty” video style is ideal when it comes to video marketing on the web.
One way to look at great video marketing is to break up or segment your videos into short pieces that when used together tell one long story, but also tell a story when broken apart. When creating a video marketing piece, look at the overall goal and message. Think about how you can tell that story in four 15-30 second segments. This allows you to put out quick videos with calls to action that can work on pre-roll ads for YouTube or quick video ads on Facebook and Twitter. But for your website you can take the segments and put them all together for a longer, more comprehensive piece.
When you approach video marketing, remember that many of us will look at the length of the video and scroll past or skip it if it doesn’t fit in our limited time. Keep it quick. Keep it engaging. Use a call to action.
I-ology is a boutique digital transformation consulting and delivery firm. Focused on true Digital Transformation®, we enhance business capabilities by identifying market opportunities and delivering custom digital solutions that align with those opportunities.