4 Reasons Screentime Communications Videos Work Better
#1. They look and feel like content.
It might sound strange, but it often doesn't feel like you're watching a "corporate video" when you watch one of our messages. When you choose to watch an ad you're focused on what interests you, not what interests the brand. This means that the ads we choose to watch aren't standard brand pitches. So whenever possible our videos are lightly branded, instead of talking about the product and how great the brand is: our video messages focus on storytelling.
#2. They're engaging.
The videos we make are funny, informative, and, most of all, entertaining. Frequently, they're surprising, unpredictable, and unbelievable, leading us not only to watch them again and again, but to pass them along to our colleagues and friends.
#3. They're (relatively) brief.
Choice-based video enables businesses to tell their story anyway they want. There are no restrictions on time or content like in TV or pre-roll advertising. And while this gives some room to run, the messages that ultimately flourish in online video are relatively brief, usually no longer than 2:00 minutes.
They're long enough to develop an interesting story, but not long enough to lose the audiences attention. Research published last year said that 19% of people abandon a video clip in its first 10 seconds. Nearly 45% abandon by 60 seconds.
#4. They're viewable.
In the time it took you to read this article, around four days' worth of video has been uploaded to YouTube, including ads we'll choose to watch. But because of the sheer wealth of video content that's available, as well as other demands on a worker's time there are plenty of great corporate videos that don't get the recognition they deserve - they simply get lost in the noise. So, in addition to choosing to watch videos because of great content, the messages we choose to watch also have to have great communications strategies behind them.
That means a plan for measuring response and following up on the initial invitation to view. Just making a message available to view has never been an effective use of communications budget.