At the present time, hundreds of information, videos, articles and images are displayed to us everyday on social networks and internet in general. Because of this massive and ongoing information flow, the least original content are quickly overshadowed by more original and attractive ones.
Therefore, how do you create an advertising video which is likely to be watched by web users, but above all is able to catch their attention?
Osko Production provides you with four elements which will help you catch web users’ attention through an attractive video!
1- Choose a short version
The success of Vine, an app created by Twitter hosting 6 seconds videos, says a lot about our consuming habits when it comes to web content! A video longer than two minutes is very unlikely to be watched until the end, especially if not ‘‘desired’’, such as a pre-roll advertising.
If you wish for your video campaign to be extended, but feel like making your content shorter is impossible, our advice is to divide your campaign into several films like a storytelling mini-serie, instead of producing a single long video.
Oasis have fully understood this, and offers mini-adventures of their wacky fruit band!
2- Catch the attention the first 3 seconds
The very first seconds are crucial! Do not miss the opportunity to intercept your target audience, dive directly into the subject and show a striking image or a catchy sentence. In short: SURPRISE THEM!
Our advice is to ‘wow’ the audience from the very beginning. Start immediately by the heart of your content and forget about an introduction which would slow things down. A simple idea to instantly catch the viewer’s attention would be to talk to him directly, like in the famous Optical Center advertising and its unforgettable ‘’What do you see? Look. Look carefully’’
3- Play with interactivity in your video marketing
Web users particularly enjoy discovering new and original ways to interact!
The most used method: encourage the user to click on video inserts in order to see a following, an alternative ending, hidden content, etc.
Therefore, you must shoot several short videos, but the impact will be considerably wider with this type of campaign.
Last example to date, Honda, who challenges web users with the ‘’Spritz’’ method of fast reading. The winning combination is usually made of an advertising which combines interactivity and new technology!
4- Insist on human experience
Most striking videos? The ones we can identify ourselves with! Many brands choose to create experiences, to randomly meet people in the street, to use hidden cameras, or to interview a representative and spontaneous panel.
Some videos create spectacular buzzes!
Take the example of the brand Card Store, who tricks candidates during their interview for the hardest job in the world:
And this supernatural scene in a coffee shop, promoting the movie Carrie. Perfect example of hidden cameras reactions:
With these key elements, you can hope for your videos to be watched until the end and your advertising message to be noticed, but you are also able to develop your brand image and reputation by making your content viral!
