Thanks to disappearing messages and smartphone-induced ADHD, the average attention span is just eight seconds these days. That means most viewers will click away from your video in as long as it takes to have a sip of coffee if their attention waivers.
The first eight seconds of a video is a reasonable amount of time to capture the viewer's attention and let them know what they can expect from the rest of the video.
Watch the first eight seconds of these videos and tell me it was clear in it’s message.
Click HERE to watch the videos
Don't underestimate your viewers and think that you need to pre-explain the video in a rambling introduction. Many writers refer to the term “mid-res,” an abbreviation for “in medias res,” which means “into the middle of things.” Starting a story in the middle of things kicks the viewer into a whirlwind of excitement that will keep them engaged long enough to hear the why in the video.
The “why” of your video is the reason your audience will benefit from your service (aka, the most important part). In other words, it's the problem that you and your company or mortgage product can solve for them (by the end of the video).
Just take this Xerox video, for example. Their target audience of Small Business Owners might not realize that they’re spending too much time collecting, scanning and filing receipts until they’re shown the brand's video — and convinced to switch because it gives them something they want…their time back!
Click HERE to watch the video.
Always think about what’s in it for your audience. Deliver that message in the first 8 seconds and you can keep them watching for the remaining minutes.
Mortgages are complex and there are many areas we can educate consumers, so capturing their attention in the beginning of a video is important.
In my next article, I will share how to choose the right run-time for your videos.