Play Along

Video Content is Dominating Online Marketing Efforts

Peri Kinder

August 1, 2012

“There’s a difference between amateur in its feel and amateur in its quality,” Winterroth says. “You’ll get more attention from clients and create an emotion or attitude that you can’t really demonstrate in print.”

Another thing to keep in mind is that online videos are getting much shorter. Just a few years ago, the average corporate video ran 8–12 minutes. Now, it’s advised that videos not run more than three minutes—shorter if possible. With instant access from mobile devices, the message can be received by anyone, anywhere, anytime but be easily passed over if it doesn’t capture a person’s attention.

“Our attention span has changed,” Daly says. “We still have an attention span, but there’s so much information available trying to grab our attention that we have only a few moments to get the [point across] before the customer is on to something else.”

With today’s computer-generated graphics, animation and creativity, there are no limits to what a company can do with a video campaign. Creating a clip packed with more information, in a smaller amount of time, can yield high results.

“We are a digital society,” Daly says. “We turn on our peripheral devices on a second’s whim. Any business that does not capitalize on that, well, their competitor will.”

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