It’s no secret that attention spans are shortening, for the most part. Younger audiences just aren’t willing to hand their focus over to anything that doesn’t immediately pique their interest and then continue to do so at a rapid pace. That’s what makes video production such a good fit for them. It asks the least of them yet has the power to hook them in and keep them interested.
It can do all that very fast as well, which is a good thing because now, those younger audiences’ ever-shrinking attention spans have spawned the 6-second video ad, aka the bumper. Yes, you read that right: six seconds. It seems that we’ve reached a point at which thirty seconds is simply way too much time to ask of some people.
Creating effective, high-quality video content is hard enough these days. Yes, the tools technologies have vastly improved, which makes it easier than ever to make videos that look good, but there’s a lot more to producing truly effective videos than making them look good, and then there’s the whole part about getting people to actually watch them.
Because the truth is that you can create the most beautiful, well-planned and performed videos in the world, but if you don’t do what it takes to entice viewers to give them a shot in the first place, then they’ll never know. That’s why it’s critical not just to create great videos, but to then take measures to ensure they’re watched.
So, you’ve decided to try your hand at video production or you’ve been trying for some time now and you’re just starting to come to grips with the intricacies of the process. What may have seemed fun and simple from a distance now gets a little more laborious and complicated, but that’s okay. That kind of realization is par for the course.
Unless you’ve been creating video content, successfully, for a long time then it can be disconcerting to have to confront the facts, including that it’s not often easy nor simple. There are just so many moving parts involved that it doesn’t really matter what kind of video you’re ultimately trying to make.
It’s no secret that video content is easier, cheaper, and faster to create than ever before, which is why it seems like everyone in every industry is making it now. However, just because everyone’s doing it, that doesn’t mean they’re doing it right. In fact, many brands, marketers, and videomakers are still making the same big mistakes people have been making for years.
It’s understandable, too. After all, as new people continue to try their hand at video production, you can expect a lot of rookie mistakes to be made, but it’s not just the newbies, as many people who’ve been creating videos for a while continue to repeat the same old mistakes over and over again.
Yes, you want to use video production to make content that somehow hooks the viewers you’re trying to reach in and keeps them captivated, no matter what your ultimate goal or mission is. And yes, that means creating content that informs, entertains, or otherwise interests them, but more than anything else, you need to actually connect with your audience.
Reaching them and getting your point or message across is great, but what you really want is to form a genuine relationship. Every relationship has two sides and think about it, if they’re engaged then it means that they’re definitely interested, but it also lets you know that whatever you’re doing to get them to that point is working.
We fully understand that sometimes, there are people who have no idea what kind of video they want to make. They just know that they want to make one, for whatever reason, so they seek out video production people to help. However, more times than not, you’ll have some semblance of an idea for a video and it’s just a matter of bringing it to life.
It sounds easy enough, but trust us, it rarely is. If you’re not too familiar with creating videos, then it can be challenging to put your ideas and visions into words that video people will be able to understand and work with. What may be crystal clear in your head can be very blurry to others once you attempt to explain it to them.