3 Cardinal Rules of Digital Video - Get the Biggest Bang For Your Buck

If you want to get your message heard in today’s multi-device, multi-medium, multi-message market consider these tips and plan your video and get the biggest bang for your buck.

People are spending more time watching digital video online than ever before. And as of 2015 adults are spending more time with video than with any other online activity, including social media. There’s a tremendous opportunity here and if you’re not tapping into it, you’re missing out on it.

Make digital video work for you.

If you’re going to launch video content into this vast ocean, you’ll need more than just a slick boat to carry your message — you’ll need some guidelines on navigating the waters. Make these three simple rules part of your strategy and get the most out of your digital videos.

Like any of your marketing, your videos need to tell your story in an efficient, targeted way. Avoid the pitfalls of trying to cram in every benefit of your service or feature of your product, or reaching for every target demographic at once. These spread your message thin and ultimately make your videos forgettable. The best videos say one thing, and they say it well.

Regardless of how fantastic your message is, the fact is your audience will decide whether or not to hit the play button at all by looking at the length of your videos. The longer the video, the fewer views you will get, and the sooner the viewers who do click your video will quit watching.

How short is short enough? As short as possible. As a general rule, if you hit two minutes it’s too long. Most consumers prefer videos under 60 seconds. Your content and delivery method will ultimately drive this consideration, so talk with your production team about how best to streamline your videos. If you find yourself with more to say, make another video.

Let’s be clear: your video is not a read-through of your presentation deck. Your viewers don’t click on it looking for a PowerPoint presentation or a lecture. While it may be tempting to be that direct with your message, consider the unique advantages the medium offers.

Video can show your product or company in action like nothing else. People will have plenty of opportunities to read about you, but video is the only way to bring your digital audience into your world and show them around. Because of this, video can help make connections with your viewers that are more human and memorable. It puts a face to a name, and gives your message a dose of personality unlike any other media.

Show off who you are and what you’re about.

If you want to be visible in today’s online environment, digital video is a must. Sit down with your production team (or ours!) to map out a solid strategy, and start making videos work for your business.