Today, we live in the attention economy. Meaning shoppers are bombarded with information via text, sound, video, and images like 360 surround sound. An average Gen-z shopper spends 2 hours on the phone watching videos. The attention challenge thus becomes a daunting task for marketers. How do I get attention to my brand with the shopper?
We live in an era of information overload. Social media feeds, streaming platforms, and websites are constantly bombarding viewers with content. Given the multitude of videos available, if the first few seconds aren't captivating, viewers might quickly scroll past or click away from your video.
Research demonstrates that the first 3- 8 secs are the most crucial moments of capturing a person’s attention. If you miss the 8 sec mark, then the shopper has moved on to the next best thing. Thus, it is critical that marketers develop strategies and content that get the shopper’s attention in 3 to 8 secs.
Like with personal interactions, the first impression can set the tone for the rest of the video. If the viewer is unimpressed or confused early on, they may not stick around to see if it gets better.
Analytics from YouTube and other platforms have shown that if a viewer watches past the first few seconds, they're more likely to stick around for the majority of the video. Getting past that initial hurdle can mean better overall engagement with the content.
Many online platforms use algorithms that prioritize content based on user engagement. If more users are watching past the first few seconds, the video is seen as more engaging and might be shown to a broader audience.
The beginning of a video is often used to set up the context or give viewers an idea of what to expect. This can help in making sure that the target audience continues watching.
On platforms like YouTube, the length of view time can affect monetization. Videos that retain viewers for longer can earn more from ads, creating a better ROI for your marketing efforts.
If you're creating content that's promotional or informational, you'll want to communicate the value of what you're offering as soon as possible. The sooner the viewer understands what's in it for them, the more likely they are to continue watching.
Research suggests that human attention spans are decreasing in the digital age. With so much content vying for attention, it's essential to grab and hold a viewer's attention immediately.
When shopping, people give more weight and trust to user-generated content - reviews, photos, and videos created by their peers - than branded video content. Below, we outline the top 12 strategies to develop high-performing UGVC (user-generated video content).
Before leveraging video content, understand who your target audience is, what they like, what problems they face, and how your content can address those needs. Make sure your video features your target audience. People want to see people like them buying and using a product.
Enabling in-video search will take the shopper every single time to the 3 sec mark and create delight.
Tailor the length of your video based on the platform and audience preferences. For instance, shorter videos might work better on social media, while longer, in-depth videos might be more suited for YouTube or educational platforms. Shorter video is generally preferred.
If the platform allows, use interactive elements like polls, clickable links, or Q&A sessions to engage viewers actively or have a call to action to your store or product page to learn more.
Ensure your video has a clear message or call to action (CTA) that viewers can easily understand and act upon.
Videos that evoke emotions, whether humor, nostalgia, empathy, or excitement, tend to be more memorable and shareable. Authenticity matters most in a video. Most videos these days are captured on smartphones and are good enough production-wise. Shoppers care about an unsolicited authentic opinion to drive their decision to “BUY”. So, having an 80%-20% mix of UGVC vs. branded/influencer content is highly recommended.
Given that many people watch videos without sound, especially on mobile or in public places, subtitles can help convey your message effectively.
Stay current with trends, audience preferences, and feedback. Regularly updating and producing fresh content keeps your audience coming back.
Collaborate with influencers, experts, or other brands. Their presence can attract a new audience to your content. Influencers and experts are great for brand awareness.
Showing behind-the-scenes looks or the making-of videos can provide a genuine touch, making your brand or content more relatable.
Ensure your video titles, descriptions, and tags are optimized for search engines, making them easily discoverable.
Engaging with your audience in the comments section or through direct feedback can foster a community and give you insights into what content they'd like to see next.
Incorporating some or all of these strategies, based on the nature of your content and audience, can significantly boost the engagement and effectiveness of your video content.
Interested in learning how to take advantage of UGVC on your site? Book a demo today to see how Vyrill can help.
Ajay Bam is the CEO and Co-founder at Vyrill, a first-of-its-kind video intelligence company launched in 2017 through UC Berkeley’s Skydeck Incubator program. Vyrill helps brands and shoppers find the “moments that matter” inside videos. Its AI-powered “In-Video’' search technology analyzes & shares insights hidden within videos to improve personalization, SEO, and conversion. Before Vyrill, Ajay launched Boston-based, mobile shopping app company Modiv Media. He is a proven and accomplished product management professional, entrepreneurial thinker, and innovator with more than 13 years of experience leading startups and world-class brands.