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Holding Attention in Web Video

Obviously the web has transformed the way people research companies and products. The average Internet user will look over your site for only 10-20 seconds. If they’re looking for something in particular and don’t see a value proposition right up front, they may move on even quicker.

So where does video fall into the mix? Video provides the opportunity to engage your potential customers, and provide them with the value of your product or service in a very short timeframe. But just how short is that timeframe?

Here’s some food for thought:

:02 seconds – amount of time web users will wait for a video to load before moving on. (CNN)

:10 seconds – length of time you have to grab a users attention in the video, before they move on. (Visible Measures>)

:30 seconds – 85% of users will watch a :30 second video all the way through, that number drops to less that 50% after 2 minutes. (Labnol)

If you’re considering utilizing video production in your online marketing campaign – these are important numbers. Keep in mind that internet users want information quickly – if they can’t get it from you, they can from the next site. Creative needs to be designed from the get-go to front load the most important information, and entertain a user as quickly as possible.

So what’s the most important information? What data, stats, facts, visuals and verbiage will peak your viewers interest right away?  These are great questions, and the answers are constantly evolving with your market.

When you’re looking for a video production house – it’s important you align yourself with an organization full of creatives with fresh new ideas. But it’s equally important to bring on a team that understands the analytics of web video, and the research required specific to your market.

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