If it seems to you as if people aren’t paying attention like they used to, you’re right. They’re not, but it’s not because they don’t care about quality content anymore.
It’s just that there’s so much to sift through now, so many options and alternatives, as well as distractions, which is why so many of the people trying to create videos that will reach and connect with people are getting so frustrated.
But we’ve been in video production in NY and NJ for a long time and we believe that they’re looking at the current situation all wrong. Read on to learn more.
What’s the problem?
First off, to learn about today’s shorter attention spans, check out this article from Time.com, You Now Have a Shorter Attention Span Than a Goldfish, but the point is that it doesn’t have to be a problem. It’s just that getting your videos to stand out nowadays is a whole different ball game.
Advancements in technology have always led to changes in terms of people’s attention spans. The initial allure of anything, including online video content, will always wears off, but the way people actually pay attention or retain information hasn’t changed, and won’t.
The real problem lies in the fact that the only way most marketers and video creators know how to strive for better results is to simply create more of the same kind of content.
They either continue their rate of content output or perhaps even increase it, which only serves to add a little more clutter to the intended viewers’ plates, and that clutter is one of the biggest culprits for today’s shorter attention spans.
But it doesn’t have to be this way. There is a solution, or at least a way to take advantage of the situation rather than fall victim to it. It’s just that increasing your production without making any adjustments will only add to the problem.
What’s the solution?
It’d be nice if there was just a simple, one-word solution to the issue of getting your video content to meet the demands of today’s attention spans, but there’s not. It’s a process, and one that takes some time.
First of all, hooking people in and grabbing their attention as soon as your video begins is key. In fact, you don’t have much time at all to do it before they’ll head elsewhere, and for more on that, check out this post, The 8-Second Rule: How to Design Your Video Production to Grab Audience Attention Fast.
You then need to do what it takes to maintain that attention and to customize your content for the viewer you’re trying to reach. Consider the context of their viewing experience. Where and when will they most likely be watching the content, and with whom?
Now, tailoring your videos for the intended viewers means that you’ll have to put them and their experience, interests, issues, preferences, expectations, questions, concerns, etc., first. Yes, you want your message, identity, and attitude to come through, but take it from us as longtime NY / NJ video production pros, the viewers need to be the primary focus from the start.
From there, you can take your customization to the next level by personalizing it. People simply love hearing their names and knowing that the content they’re about to sit through is intended for them, specifically, which is why you need to do everything in your power to make that happen.
How can you personalize your videos?
Whether you use their names, numbers, email addresses, pictures, company names, home pages, etc., in your videos and their thumbnails, it’ll certainly help to grab their attention. Now, how you go about weaving that kind of information in depends on your objectives and intentions.
For instance, if you’re trying to sell a product or service, you can use personalized videos to create tailored product demos and/or case study videos, or perhaps to welcome visitors to your website.
You can also keep an eye on your social media pages—which you should be doing regardless—and use any relevant comments to build personalized videos around. Whether you simply create videos to thank them by name, Twitter handle, etc., for taking the time to comment about you or your business, or you do something more creative, trust us, they’ll watch.
You can also answer specific questions or address specific concerns via personalized video. Again, viewers will appreciate the fact that you went to such lengths and there’s a good chance that they’ll share their gratitude about the experience with others.
And if you and/or your company host or attend any industry events or trade shows, you can design personalized videos to use before, during, and after the live events to spark and strengthen relationships.
The bottom line is, no matter how you go about personalizing your videos for individual viewers to create completely unique experiences, it’ll go a long way toward grabbing their attention and then keeping them hooked. For more on that, check out this recent post, Why Personalized Videos Work So Well These Days.
You have a window.
Yes, it is harder than ever to get people to give their precious attention to your videos above all else these days. However, with most videomakers choosing to approach solving that problem by creating more and more or the same kinds of videos, there’s a wide open window for the right kind of content to get through.
It just needs to hook the viewer in and keep them captivated and, in this day and age, that takes customization, possibly even personalization. So, if you haven’t yet already, you need to start thinking about folding those kinds of concepts into your video production plans.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a commercial video, a corporate video production, a feature film, etc., at KVibe, we create to inspire.