The trend seemed to be towards the shorter, the better. However, a surprising study shows that ads between 60 seconds and 120 seconds actually outperformed ads shorter than 30 seconds. However, when we look at the next trend, storytelling, this may not be so surprising. Videos that are too short leave no room for a good structure.
Relevance
No matter how long your video is, relevance remains important. Viewers want to stay captivated by content that suits their needs. Vliegtickets.nl has understood this well with their interactive videos about the three most searched topics: booking additional baggage, (online) check-in and cancelling and changing tickets. By giving the viewer choices while watching the videos, they ensure that the viewer only receives information that suits his or her question or situation.
3. Storytelling
Storytelling is a buzzword that has been buzzing around for a while. An online video is no longer attractive if it merely promotes something or dryly lists a series of facts. Instead, viewers want to be taken along in a story. For example, a fictional story, but also personal stories of customers and employees, or a video with a look behind the scenes. If a story is told in the right way, it can strike an emotional chord and leave a lasting impression.
A good example is a video campaign by Expedia called 'Victoria's Insider Guide to London'. Local Victoria takes the viewer to the best places in London.
Expedia is a travel agency whose main goal is to get hotels email list people to book trips. But the personal travel videos do not directly refer to Expedia and do not obligate the viewers to anything. They can get new ideas for their next trip while watching.
What is particularly noticeable is the increase in the quality of storytelling in online video. Stories are better thought out and an exclusive approach is sought. In addition, storytelling brings out the best in the developments of online video.
Social media increases the feeling of involvement with a company, brand or product among media users. This feeling is even greater if you can watch in 'real time'. For example, there was a live stream via Facebook during the press presentation of 'Who is the Mole 2017', with the announcement of the location and the participants.
from figures from Facebook that show that, compared to regular video, live content is watched three times longer. People also respond faster to live videos and 1 in 5 Facebook users watches a livestream.