Telling Your Story in 15 Seconds or Less: Short Video Strategy
video content is an integrated marketer’s best friend: adding video to a
landing page can increase conversions by more than
80%, and just the
mention of the word ‘video’ in an email subject line increases open rates by
almost 20%. Plus, there’s no shortage of highly-targeted, cost-effective
marketing opportunities for video on social media.
these opportunities pose a unique challenge. Unlike the traditional 30-second TV
spot, we’re dealing with 15 seconds or less. Instagram Stories are 15 seconds;
10 – 15 seconds is the ideal, unskippable length for YouTube pre-roll; and even
traditional broadcast has embraced the 15-second commercial (and flirted with
the 6-second spot).
how do you create a compelling, branded narrative in 15 seconds or less?
Think in Clusters
Research by the media insight
experts at WARC
shows that 6-second spots did well when up to four spots from the same brand
ran in the same program.
Make It Authentic
you’re planning and writing, you might think of a serialized’ way to tell a
larger story or find another angle to make all of your video content feel like
it’s part of a bigger idea.
videos fall nicely into this structure, though you’ll need to use them on a
platform where you can control the sequence.
As consumers are increasingly drawn
to businesses and brands that share their values, putting your ideals and your
people on display can help you build a deeper connection with your audience.
Younger viewers, especially, will respond to authenticity.
Focus on a Traditional
you make a consumer product, unboxing videos are always popular and can demonstrate
surprise and delight with your offerings.
the scenes” videos with employees put a human face on your brand and company
and allow you to share your company’s culture.
a reason why the three-act story structure has been around since ancient
Greece: it works! Integrated
marketers should break each video down into a beginning, middle, and end – or
set-up/introduction then conflict/confrontation and finally resolution of a
make it effective and memorable, stick to one story or message per video.
videos can easily be framed in three acts: the customer problem or need, the
introduction of your product, then finally, a satisfying resolution.
Make it work without words. 85% of Facebook videos are watched
– so your story and
your visuals have got to grab your audience!