The latest studies on the 2024 video industry are confirming what most of us see in our daily lives: attention spans are getting shorter. If you are a boss, parent, grandparent, teacher, you don’t need Primeau Productions to surprise you with that fact!
The latest statistics show that usually within the first seconds of any video, about 70-percent have made up their minds about your product or service. Are viewers making up their minds about your business that fast?
Short Form
The so-called short form video might be to blame for shortened attention spans, whether created on YouTube, TikTok, Instagram or other platforms. The short form video is purposely made for rapid use and consumption. This goes hand-in-hand with the fact that most Americans, whether living in Greenville, South Carolina or somewhere in the Great Lakes, are viewing video on their mobile devices. The latest studies show that mobile device viewing of short form video is up to 75-percent.
Where all of this is leading is that in 2025 marketers will be focusing on producing more video and shorter video. The obvious questions you might have concern content and message.
No one expects
Here’s the dilemma: the short form video might be perfect for a quick advertisement or announcement, a silly song or cats playing banjos but what if you’re a surgeon trying to explain a procedure or a motivational speaker talking about an important concept or even a pastor wanting to invite you to her church? How can those messages be conveyed in 45-seconds? You can’t.
Nevertheless, times have radically changed when it comes to video production, mobile viewing and content.
Back in the day, when video was still a fun experiment and anyone who received a camera for Christmas suddenly believed they were Steven Spielberg, a lot of really bad, terribly unfocused, poor production quality video was dominating the video space. Not surprising, the majority of these efforts were major failures. It was enough to turn many organizations away from video, which was a major mistake.
You can’t “get there” from “here”
Despite the many in-house, amateur efforts that failed, organizations justified their video departments with the belief that “maybe next time, next time, next time,” they would produce blockbuster videos.
We’re afraid it doesn’t work that way.
Video production is part art and part science. The art part, is that companies such as Primeau Productions have writers, editors and production people who have been trained to write, edit and produce video. We know that your message is extremely important. We write, edit and produce for you. Content truly is king. Your message must be professional, tight, make a point and attract attention. In the early days, it may have been sufficient to “be clever,” but it just doesn’t work that way any longer.
Video is also about science. It is not only a matter of having the best equipment and production facilities (which we have), but having access to the latest software, special effects and tools that can make a great video.
Whether your video needs are short form or need to say more, Primeau Productions treats each precious second of your video as important. The most important thing to us is to keep your customer, client or member fully engaged with your message no matter how or where it is viewed.