At first, the world was pretty slow in realising the potential of video on the internet, but now it dominates search engines and social media – thanks mainly to the vast improvement in mobile devices.
Video views on mobile devices have increased 400% in the past three years.
YouTube is the second most popular search engine behind Google, and the third most popular website of any kind, with half of its traffic coming from mobile.
In a 2015, a survey of 1000 British adults found that 56% were more prone to ‘like’ a post and 40% more likely to share a post that contained video content, making it far more likely to go viral.
80% of online visitors will watch a video all the way through compared to 20% who will read content in its entirety.
Combining footage, animation, music and commentary, video is more engaging than static content and can provide more information in a shorter space of time to cater for our ever decreasing attention spans.
So why do we need to make better videos?
Well, there’s a lot of noise out there. Whether it’s the newest blockbuster movie trailer, the latest YouTube superstar or a cute cat doing something daft, your video will have to compete with everything else that’s out there.
20% of viewers click away from a video in 10 seconds or fewer.
A third of viewers have clicked away by 30 seconds.
45% of them have stopped watching by one minute and almost 60% by two minutes.
In order to have a chance, your video will have to be as short, smart, polished and, most importantly, entertaining to rise above the high volume of tough competition.
How can this be achieved?
Everything is in the planning. Whether it’s a comedy with a killer punchline, a story with a twist or the performing of an early stunt to grab your audience’s attention before getting to the point, there should be no questions left unanswered, and a strict plan put in place before you proceed with production. Ask yourself some questions as a starting point:
What is the purpose and who is your target audience? Decide how you want your audience to react.
What are you trying to say? Develop a script to fit the length of your video.
What is the visual style? Film, animation or both
What audio will this involve? Select suitable music. On-screen text, voice over or both?
Bad planning leads to overwork. Overwork leads to fatigue of the eyes and ears, and that leads to bad decision-making. Bad decisions then need to be undone, usually the following day when your senses return. This wastes time and inevitably money so don’t waste the early planning stages by doing this yourself.
Your video production team are your experts and consultants, and are there to help you get all those questions answered on the way to making a great video, whether that’s in-house or via a third party. Experienced animators and editors will help you to identify potential pitfalls and understand the importance of creating a solid structure early in the process. It is their job to be aware of current technology, trends, styles and new ideas within the field.
Allowing them to help you plan from the start will in turn help them to make great videos for you.