In the old days, you would spend weeks (even months) designing a massive print ad in order to gain a few hundred views on YouTube. To put that in perspective, that’s probably what it would take to make the top 50 most-viewed videos on the platform today. While that may be the case, the video world has changed…
In today’s digitized world, video isn’t as effective as it used to be. In fact, according to HubSpot Blogs research, videos under three minutes fall under the ‘interactive’ category – meaning they don’t get nearly as many views as longer-form videos.
Shorter videos are, generally speaking, less effective than longer ones. However, that doesn’t mean they’re not worth it. Here are some interesting findings about YouTube viewers and video length:
- The average watch time on YouTube is four minutes.
- The most watched YouTube video is ‘Kendall Jenner’s Pepsi Instagram challenge’… and it has over 12 million views.
- The average time a viewer spends on a YouTube video is four minutes and 14 seconds.
- There are four minutes and 14 seconds of video footage for every minute and 30 seconds of scripted content.
- The most common topic on TikTok is ‘cats’… and it’s been that way since the beginning.
- The average length of a tweet is just over 140 characters… so anything under that doesn’t get displayed.
Why Should You Make Short Videos?
Here are some interesting facts about YouTube and videos:
- Over 80% of millennials use YouTube… compared to 20% of Gen-Xers and 33% of baby boomers.
- 95% of millennials watch videos on YouTube instead of reading text-based content like articles or books.
- Videos get 23% of all social media traffic.
- 55% of videos on YouTube are watched by someone other than the person doing the watching. (For context, that’s similar to the number of times people engage with a brand on TikTok compared to Instagram or Facebook.)
- The top five videos on TikTok consist entirely of cats.
- TikTok users say they like longer videos more than short videos.
- TikTok users say they like watching funny videos more than they like watching informative videos.
- TikTok users say they like videos where creators are more likely to talk about themselves than products.
- TikTok users say they like watching videos where creators put themselves in crazy situations.
- TikTok users say they like videos where animals are the main characters or appear in the videos frequently.
Why Should You Make Longer Videos?
It would be easy to just make a video and put it on YouTube or TikTok. But that’s not quite the same as having a complete product that someone can consume in one sitting. (If that’s all a video is – a moment captured and put on a screen – then it doesn’t really qualify as an online marketing video, does it?)
To really make the most of a video in today’s world, you need to do more than put a few moments of video footage on a screen and call it a day. You need to craft a story that people can get sucked into – and keep them there for as long as possible.
The Dos And Don’ts Of Making A Successful Online Marketing Video
If you’re thinking about making an online marketing video, here are some dos and don’ts to follow:
- Don’t simply grab whatever footage you have lying around and call it a day. Instead, look for opportunities to travel and shoot video footage that you can use in your marketing videos. (There are many cases where businesses set up mini-documentaries about themselves just to capture some cool travel videos that they can use in future marketing videos.)
- Do try for variety. People like watching something new and different and don’t want to get bored. If you want to engage with your audience, keep things fresh by using different locations, characters, and stories. (Think Mad men-style pitches with a twist of humor.)
- Do find story angles that will make your products and services stand out. For example, if you’re promoting an organic clothing line, you could add an element of environmentalism to your video content by showing off the organic clothing line’s water-saving shower heads or eco-friendly detergents.
- Don’t forget about your call-to-action. People love to be persuaded to do something. So if you want to keep them engaged, add a call-to-action at the end of each video – even if it’s just an invite to visit your website or find out more about a product. (A good rule of thumb: If a video isn’t adding value, why is it there in the first place? Probably because the video’s creator thought it would be a good idea to put a call-to-action at the end of it.)
- Do remember to include tags. Even if you think your video is completely un-tagable, there may be someone out there who could find use for it in the wild. (Knowing how to find your video content is half the battle.)
- Don’t be afraid to be a little creative. If you want to add some extra oomph to your videos, consider adding some fun elements like inflatable animals or props. (The trendiest videos on TikTok have animals doing ridiculous things. It makes the whole thing more fun and engaging.)
- Do be mindful of your language. If you’re not careful, your language can indicate the type of video you’re making without you even realizing it. If you want to appear more professional, consider using some of the following words or phrases: marketing, sales, proposal, presentation, video pitch, infographic, white paper, case study, product review, and so forth.
The Top YouTube Videos And Why
Now that you know the importance of video in your online marketing strategy, it’s time to figure out which YouTube videos you should be watching to get the most value out of your time.
With that in mind, here are some videos to watch for inspiration:
- The New York Times: The Evolution of Television News – This is an incredible video because it explores how traditional forms of news media (like newspapers and magazines) evolved to become the centralized information source that they are today.
- MarketingCharts: Video Consumption Trends: https://www.marketingcharts.com/video-consumption-trends/ – This is a comprehensive report that looks at the state of video consumption across all platforms, including traditional TV, online, and mobile.
- Pew Research Center: People, Social Media, and the News: http://www.pewglobal.org/video/people-social-media-and-the-news/ – This video explores how social media and digital news platforms influence the news that people consume.
- Nielsen: Understanding Consumers’ Convergence Behaviour in a Multi-screen World: http://www.nielsen.com/content/dam/nielsen/en/reports/2018/Understanding-Consumers-Convergence-Behaviour-in-a-Multi-screen-World.pdf – This report examines how consumers are using multiple screens (mobile, tablet, and desktop) to research, consume, and engage with media and content.
- Tech Radar: The Future of TV Advertising: https://www.techradar.com/news/technology/tv-advertising/ – This is a must-read for anyone who’s interested in the future of television advertising.
- Forbes: Is This the End of Traditional Television?: https://www.forbes.com/sites/katepreston/2018/10/19/is-this-the-end-of-traditional-television/ – This article explores whether or not traditional television will still exist in 2022.
More Resources For You To Consume
While you’re at it, here are a few more YouTube videos you should be watching: