Looking at the social media world today, attention spans are generally much much shorter. One of our other businesses is a video production company, and we tend to do a lot of work for companies that need a Youtube video ad or something along those lines. We've had clients come in and ask for 4 or 5 minute videos to explain their products/services, to which we've had to convince them anything longer than 30 or 45 seconds was not going to keep a viewers attention.
This remains true till today, and although the numbers are probably a lot smaller now. Unless your content is superbly engaging, most people won't bother waiting through it all.
Before we venture into what makes a good Vine, let's explore why Vine came to be in the first place; the company was initially started by a few guys, and eventually went on to be bought by Twitter even before they launched. Twitter obviously saw a lot of benefit; but let's look at a possibility of why that is.
We've all come across video advertising online, whether waiting to watch a video, read an article, or just having something pop-up in our face out of nowhere. Some of these videos edge on bearable, others are just too long to watch. We've personally closed webpages because we couldn't wait to watch the whole advertising video, and there was no skip button.
But 6 seconds? Autoplay? On repeat?
That could start up in the background and just stay there till you're done. Or open up in a pop-up, something for you to watch while your actual video buffers. The potential to actually make advertising bearable is here, and it's in 6 second form. And that, my friends, is where the money is to be made.
The issue is now, how to change your traditional advertising method from a 30 second, or even one minute video, to a 6 second video. We need to cut out the fat, keep in the parts that stand out, and just make a direct, straight to the point message. Where do we benefit as businesses? It definitely costs less. Where do we need to put in a little more effort? In the creativity department.
The point is not to squeeze everything that would have been in a 30 second ad into 6 seconds, but rather cut all the unnecessary fluff, and deliver the message we want right into your potential customer's lap. It's actually pretty revolutionary.
In part 3 we'll discuss some possible ways to make those 6 seconds count.
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