Trends in online video consumption continue to adapt to the shrinking attention spans of consumers, but that’s not necessarily a bad thing. It used to be that businesses had one or two primary videos in which they focused all their messaging into a short piece of content that would be embedded and shared across their social networks. Two of the most popular types of video for this purpose include an overview video that highlights your company’s core products or services, or an explainer video about your brand that lives on your homepage. Intro videos are a great start, but there's a lot more you can do with video.
Now, if you look at any of your favorite brands, most likely they are producing, uploading and sharing their own videos on social media sites on a weekly or daily basis. This is a consistent way for followers to feel connected to particular topics. Scrolling through facebook feeds lately, countless timelapse recipe videos, how-to makeup tutorials and cute animal clips autoplay with with captions. These micro stories are popular because they get straight to the point and show something compelling from the start.
Consider what your company can contribute to viewers in an interesting way. Sharing a series of short videos over a period of time is the new norm for viewing online video. These aren’t commercials. They are short videos that are meant to inform or entertain people. There are many ways to do this, and it really depends on your industry, but more importantly it depends on your customers.
According to PR newswire's 5 Video Trends To Watch in 2016, the bottom line is:
“Ultimately, video will move from a “nice-to-have” category to a “must-have” in 2016. Producers must snag the viewer’s attention in the first eight-seconds. Depending on the platform (Facebook, Instagram, Snapchat, Vine, YouTube), a video may run as long as 45-minutes or a short as 15-seconds. Know your audience. A “one-size fits all” approach simply will not cut it.” says Wes Benter of ProfNet.
Whether you have the means to hire a professional video production company, or if you do it yourself with a smartphone, NOW is the time to connect to your clients through online video. For more tips on making your own smartphone videos, check out 6 Tips for Making Better Smartphone Videos: Lights, Listen, Looks!