Have you heard yourself saying or thinking any of these statements?
1. Social media costs a lot of money. Let’s get this out of the way right now. It doesn’t cost any money to establish a presence and a marketable following on the social networks. There’s an investment of time, for sure. But as far as your marketing budget is concerned, there doesn’t have to be any impact.
2. Social media marketing doesn’t apply to my business. To understand the opportunities that exist with social media, you have to know that social media doesn’t mean just hanging out on Facebook. While Facebook may be the leader of the pack and most popular social network, there are other platforms and strategies to consider depending on your business, market, and goals. Let’s put it this way, if your company has a web site, there’s social network marketing to do.
3. Social networking is a fad, so I’m not going to invest the time. Denial about how social networking is effecting the Internet, and therefore effecting business, is not going to serve you well in the long term. The population of Facebook users makes it the 3rd-largest nation on the planet, and its reach is very quickly becoming integrated into all other social networks and Internet marketing applications. If you’re not represented in this nation, you can kiss your business growth goodbye. This is not a drill, social networking is here to stay.
4. My assistant/brother-in-law/teenager can do it for me; they’re always posting and tweeting. Herein lies the biggest mistakes companies make when they decide to set up shop on the social networks. The activities of playing on the social networks as an individual or consumer are not the activities necessary to incorporate social media into your company marketing plans. Think of your most-travelled highway as a sea of your target market (social network users), and your business’s social media efforts as the billboard you put up to capture the attention of the traffic. Does it make sense to ask one of the drivers on that highway to create your billboard for you? Does driving a car on the highway daily make him qualified to create and design an effective marketing message?
This age of social media is an amazing era for entrepreneurs and business owners. The advent of social networks has leveled the marketing playing field for you and handed your company the opportunity to compete locally, nationally, even internationally. I am VERY passionate about transforming local business owners from social media doubters to enthusiastic opportunists. Do you need a transformation? Talk to me about private coaching for you or on-site training for your team. Take a look and see if this is for you. You are always free to email me if you have any questions: firstname.lastname@example.org
This is a fantastic article about the attention span of your audience. It points to the use of video, but as you read, also think about how heavy the content is on your home page, print ads, banners, and sales presentations.
From the Treepodia blog—
One of the interesting facts regarding the evolution of human cognition is that, as a society, our attention span is dwindling.
Attention spans have shrunk by over 50% in the past decade
According to a Lloyds research tracing the causes of home accidents, attention spans have shrunk from 12 minutes in 1998 , to around 5 minutes in 2008. The Lloyds research states that when asked respondents blamed ’stress’ (18 percent) and ‘decision overload’ (17 per cent) as the main reasons for poor short-term memory and flagging attention spans.
Product Videos – How long is too long?
The relevance to online videos, of course, is that attention spans matter particularly in terms of determining the length of your product videos. You want to make these videos long enough to deliver all of your pertinent facts, yet short enough to maintain viewers’ interest until the end. The question is, what’s that magical length?
There are two basic stats you might consider when determining your norm:
1. The length of an average commercial
2. The length of an average online video
How have commercials evolved?
In terms of average commercial length, Wikipedia delivered an adept and, in light of the aforementioned dwindiling of attention spans, predictable answer:
“In the 1950s and 1960s, the average advertisement’s length was one minute. As the years passed, the average length shrank to 30 seconds (and often 10 seconds, depending on the television station’s purchase of ad time)… However, today a majority of advertisements run in 15-second increments (often known as “hooks”).”
In other words, with the progression of time, commercial length has been reduced to about 15 seconds, with a maximum of 30. Sounds (and views) about right.
What’s the length of the average Online Video?
In terms of online video length, the average length is according to ComScore a whopping 3.5 minutes. This figure may be surprising until one realizes that ComScore’s number factors in ALL online videos, including full length television episodes on Hulu, etc.
Less is More – Keep your videos as short as possible
In general, as the saying goes (and for good reason), we say, keep ‘em short and sweet – more along the lines of traditional commercial lengths at most. While video may grab shoppers’ attention, it will likely only hold it for a short time. And remember, not everyone who presses play, will watch your video all the way through.
How Much of a Typical Video Online Is Actually Watched?
At 60 seconds more than half your audience is gone
As the above graph based on a TubeMogul study shows, at the 30 second mark you’ve already lost a third of your audience and after a minute you’ve lost more than half, so try and get all your information in as soon as you can, in the shortest amount of time necessary.
Beyond that, as with all elements of video, you will need to continually do testing to determine if length, is influencing your results (and to what effect), and adjust accordingly.