Ten seconds may not seem like enough time to share a branded message with consumers, but in today’s fast-paced world, it’s more than you might think. Consider that if time is money, 10 seconds (or less than 10 seconds) is not a huge investment for consumers, and therefore, makes them more inclined to view content in its entirety, resulting in higher viewer retention rates.
A recent study confirms that nearly two-thirds of consumers prefer video content that’s under a minute long, and almost 50 percent of internet users report watching short-form video content daily, at all hours of the day. Snapchat is just another testament to the success of micro-video content. Although the social media giant limits the length of its posted videos to 10-second intervals, it boasts an impressive 10 billion video views per day.
Unfortunately for a lot of brands, it seems they haven’t quite figured out the magic formula for captivating the millennial demographic through micro-video stories. Recent findings prove that most Snapchat video ads average less than three seconds a view. So what’s a Snapchat-loving brand to do to engage consumers?
I recently sat down with Pace video producers Laura Ayala and Kimberly Dunckel to discuss best practices for bite-sized video content.