How long do you think your attention span is? Exactly! You are already thinking of something else, and your video audience is no different. The key to successful videos is to have shorter videos that capture the viewers’ attention right away and are highly informative throughout.
Having a short, but sweet video is key to keeping your views and engagement up.
In fact, according to a study conducted by Microsoft, human attention span is at its lowest ever (thanks to technology!). The average human being now has an attention span of eight seconds. This is a sharp decrease from the average attention span of 12 seconds in the year 2000. More shocking, perhaps, is the fact that research from Jampp found that human attention span decreases by a whopping 88 percent every year.
Take a minute to soak that in. Now, think carefully about the implications of this for your video marketing strategy:
In a nutshell, this reveals a few quick facts:
The reality is; however, in the mortgage industry, we have a lot to cover in a video. Guidelines, updates, processes, are not easy to explain in a two-minute video. We recommend using the KISS Principle and split your longer videos into a series of videos that explains the process, program or product. Think about binge watching your favorite TV show, you start with one and keep going on to the next. Same in a video series.
Here are some tips for splitting longer videos into a series:
Pick a Topic
Choose a topic that you want to talk about. It’s best to choose one that has more information than what you would normally choose to talk about in a three-minute video. The goal of this is to make a series, that way you have content to post every week, rather than uploading a 15-minute video of you explaining a long process, you break it into smaller bite size pieces. For example; if you were going to explain the steps to buying a home, you may start out with a video talking about pre-approval. In your next video, you could talk about income documentation, then disclosures, appraisal, underwriting, etc. The key is to take a big topic and break it into smaller segments.
Outline Each Video
Once you have a topic, plan out what you want to cover in each video. This will help you stay on track and keep you from going over your time limit. Plus, you get to plan out a few weeks of content which also keeps you ahead of the game.
Keep it Short
You want to aim for a 2-3 minute video. This is the perfect sweet spot for your audience to stay engaged the entire time while also providing them with valuable information.
Mention the Series
Let your audience know that you will be covering a list of things over the next few weeks, so they know that you don’t present them with a big topic and only cover a small portion.
Whatever it is that you are doing to create video content, always remember that you only have a few seconds to capture their attention, but once you have them hooked and provide valuable content, you can keep them coming back for more.