As video marketing has become increasingly important for every brand, and as online video audiences have continued to get more sophisticated, it’s become integral to grab their attention…FAST!
If you’ve ever visited the KVibe blog, then you’ll already have an idea of how critical it is to come up with a creative concept and to achieve a high production quality for any video’s success.
However, you can come up with the most captivating concept and achieve the highest level of production quality with your video, but it won’t matter much if the viewer bolts before they get a chance to appreciate these accomplishments. That’s why you need to design every video production, from the start, to grab the audience’s attention in 8 seconds or less.
Patience is not a typical virtue among online video viewers. No matter what industry you’re in nor what your business does, if your video fails to reel your audience in fast, then it’ll all be a colossal waste of time.
Don’t hold back.
The old method of crafting intriguing introductions and conclusions to pull people into the meat of the content in the middle, doesn’t really fly on the internet.
So, don’t open with an over-used montage or long logo display. You need to deliver useful content, right off the bat, or you’ll most likely never get the chance to. It’s crucial to summarize the point or intent of your video in the opening sentence or two.
It’s a great way to filter leads down to the one’s with the most potential. Also, while you can take the time to come up with the perfect, comprehensive opening statement, you can also try to ask a provocative question that speaks to your intent at the video’s opening.
We’re curious creatures, so this creates a level of anticipation in the audience. They may watch the video all the way through to the end just to get the answer to that initial question. During that time, you have a chance to earn their interest and, hopefully, their loyalty.
The key here is to provide a thorough and highly informative answer to the question you pose at the start. That way, you’ll begin to earn credibility and establish your business as a trustworthy industry source.
It’s not just you who needs to move fast, so does your video.
While you need to be upfront and quick in terms of explaining what the video is about, you also need to worry about the speed of the video itself.
So, from a technical standpoint, it must load quickly. Brands tend to underestimate just how many potential customers they risk losing with slow load times.
After 8 seconds of load time, almost half of the potential viewers will have already left.
So, you need to test your videos on various platforms, other computers, and all other devices, in order to get an idea of your load speed and to spot any other technical issues. And if you’re self-hosting your videos, check your plug-ins.
That first shot…
It’s not just that first sentence or two that needs to captivate and provide potential customers with an incentive to keep watching, it’s the first shot of the video as well.
You should try to get creative and be original, but remember, we’re not talking about creating short films, but corporate or commercial video productions with the intention of generating more leads and earning new customers.
That means that, while an interesting angle, camera movement, or use of camera distance within the opening can make it memorable, you also need to be careful not to be cryptic or confusing.
Be innovative and immersive, but don’t be distracting with your opening shot. Also, try to use unusual camera movements, angles, etc., only when appropriate. Stylistic decisions should always enhance your message or the tone of your video’s story.
Additionally, commercial or corporate video productions are often designed to start with a monologue or interview. If that’s the case with your video, the subject needs to maintain eye contact, right from the first shot, to gain and maintain the audience’s attention.
Try something unexpected.
This should be obvious, but coming up with an unexpected opening for your content, within reason of course, can undoubtedly do wonders for the success of the video and the marketing of your brand.
Sometimes, just taking the time in pre-production to come up with a clever and engaging concept can lead to the discovery of an unexpected or unusual opening.
For instance, the now famous 2012 Dollar Shave Club YouTube video, Our Blades Are F***ing Great, was not something anyone expected from a company that delivers personal grooming products.
It’s brief opening, which perfectly sums up the brand message while using camera movement to create anticipation, perfectly sets the bizarrely comedic tone.
It wasn’t the kind of start potential customers expected from that type of company, which is why they immediately took notice and the company grew exponentially overnight.
The point is, how you go about designing a video production to have an unexpected opening depends on the specifics of your industry and business, but no matter what it takes, it’ll be worth it.
Think less is more, and remember who it’s all for.
One last bit of advice: Design your video and script for reduction. Any boring or irrelevant portions of the script, or the video content itself, will be removed and you need to prepare for that from the get go.
Also, no matter which approach you take to construct a captivating opening for your video production, you need to take the time to research and learn more about your target audience. Then, you can address their likes, interests, or the problems and issues they’re commonly experiencing, right from the start.
For more on creating content your target audience will like, check out Climb The Search, the search marketing agency in NY/NJ that comes to KVibe for all their video production needs.
From there, it’s all about creating video content that lives up to the expectations you’ve, hopefully, built up with your opening. You’ve got them right where you want them. Now’s the time to let them know what your brand represents and to gain their trust and loyalty, not to let them down and push them further away.
About KVibe Productions: We’re a full-service film & video production company. Whether you need a web promo video, a commercial video, a corporate video production, or a feature film, KVibe can take you every step of the way, from development through distribution.