Lots of talk about using video for marketing. YouTube has the majority of the online video audience with 40%. The significant statistic is this: The duration of the average online video was 3.8 minutes. The average viewer on Hulu only watches 1 hour and 17 minutes of video in the month. That means many, many folks watch a lot less than 1 minute of video.
Like a TV commercial, you need to grab the audience in the first 3 to 5 seconds. But it’s more than just the attention grabbing. Your message has to be powerful, memorable, and concise.
The rule of marketing is the same for online video, offline media or social media. These vehicles only work if the marketing works. [The marketing being that you have a powerful, concise, easy to share message. The more memorable or emotional it is the better it can resonate with your audience.]
At the AMA Tampa Bay meeting on Online Video, there were some good examples of video messaging. One was Julia Gorzka’s use of video to get the story out about Tampa’s own tortilla factory (savethetortillas.com).
Another example was Ken Donaldson, who is a relationship counselor. He spoke about the ease of video to get the message out and how he has built his practice through video and blogging.
Like any medium, if the message is boring, you won’t get a response. In today’s frenetic attention deficit society, you not only need your marketing to be ON, but your video better be on some fast servers and load quick!