War and Peace is said to be one of Tolstoy’s finest literary achievements. But it’s also known for being very, very long. And, in the words of the great scholar, Jim Royle, most people just can’t be arsed… The same principle applies to consumer driven content. Video consumption statistics tell us two minutes is the optimum time for online video engagement and, after that, there is a significant drop-off in viewing – with people simply clicking away.
So why do businesses drone on so much?
A lot of businesses get too wrapped up in the details when they’re talking to their customers, forgetting what it’s like to be a consumer themselves. And, all too often, they try to cram everything but the kitchen sink into one long-form video. Perhaps they feel that all of the information needs to be together in one place, like some sort of business bible. But it’s better to think about the consumer journey in stages. You need to get them through the door before you start flogging all of the little extras, and if your video’s too long (you’ve guessed it) they’ll simply click away.
Even War and peace had chapters…
By creating multiple short-form video animations, you can sell your products and services in manageable, bite-size pieces. And the more videos you have, the greater chance you’ll have of meeting your customers’ specific needs, at any particular point in time. For example, you could include separate customer service videos that show how to use your products or services, or any other necessary information that’s relevant once they’ve actually become a customer.
Think of your content as a good box set
If you want to keep your customers coming back time and again, multiple videos are the way forward. If you throw all of your eggs in one basket by making one long epic, you might find your customers falling asleep after a hard day’s work and a takeaway. But if you make a good series, they’ll be clicking onto the next episode into the wee hours. Plus, imagine if you had 5, 10 or 15 videos to promote, as opposed to just one.
To cut a long story short, multiple short-content videos keep your customers informed, entertained and engaged.