An Expectation of Immediate Engagement
Everyone’s time is precious: we do not give it gladly or willingly, unless we feel it is justified. Videos that pop up on our Facebook feeds meet with this uncompromising judgement. We expect our interest to be captured immediately when we come across a video clip, and the message to be passed to us within seconds. When a video pops up on your Facebook feed, what runs through your mind? How many seconds/minutes out of my life is this going to take? Time to scroll on?
With the increase in our use of a range of social platforms, our attention span is lessening and we have higher expectations of how digital media keeps us engaged. Some studies claim that our level of concentration it is now shorter than that of a goldfish! Nine seconds is the average attention span of a goldfish, and our digitally frazzled brains generally lose focus after eight. Some studies argue than millennials are simply better at filtering out unnecessary information; they are used to looking at multiple screens and brands, and they seek to eliminate the nonsense in order to get to the point.
Know your Audience and your Platform
However you look at our newfound affinity with the scaly species, it appears that clients are spending time and money on 2-3 minute animation videos that are not being seen. The time has come for content to be suitably tailored to our expectations. Videos need to be customised to varying lengths, for different platforms, otherwise audiences are not being fully catered for. The Marketing Company ‘Hubspot’ suggests that Facebook audiences engage the most with 1 minute clips, Twitter is 45 seconds, and Instagram is 30 seconds. With research telling us that we process images up to 60,000 times faster than text, it is no surprise that we scroll faster on Instagram than any other app.
Archilime Visualisations propose to offer a 3-fold video pack consisting of animations clips of the following durations: 1 minute, 30 seconds and 15 seconds. By offering 3 versions, we can appeal to different social platforms, and are able to target different audiences whilst maintaining people’s attention. Research shows that marketers have no more than 10 seconds to capture and engage an audience before they either click away or scroll down, and depending on the platform, users might have significantly lost interest after 5 seconds. Our aim animation packs will be tailored to both audience and media platform, with the highest quality animation that will capture and hold the user’s attention throughout the whole clip.
Sources: https://blog.hubspot.com/marketing/how-long-should-videos-be-on-instagram-twitter-faceboo k-youtube https://time.com/3858309/attention-spans-goldfish/ https://sociable.co/social-media/video-audiences-engagement/ https://adage.com/article/digitalnext/optimal-length-video-content/299386