For each video, your audience goes through a time validation process. They want to get an idea of how relevant and useful your video content is for them, and whether it’s worth their time watching it. Brutal, perhaps, but very much a reality today when people are constantly bombarded with digital content, especially on social media.
So how do you make sure people watch your video?
Grab attention with the 3 - 10 - 30 rule
In the first 3 seconds of your video, you need to grab attention. Show something out of the ordinary, display a bold statement in text, or start with an interesting soundbite. Avoid opening your video with your company logo; it’s not very exciting, and it might leave your audience thinking you’re trying to sell something to them.
e.g. “By 2020 79% of global internet traffic will be video.”
Within the first 10 seconds, you want to set the scene. Let your audience know what they're in for. Give them an idea of the "who, what, when, and where" of the video and tell them why they should care.
e.g. “Today we’ll talk about the latest video insight every Marketing Manager should know to nail video.”
Within the first 30 seconds of your video, communicate your key message. What is the one sentence you want your viewers to remember? Keep it short and simple so it’s clear and likely to stick.
After your key message, you can go on to explain and elaborate.
e.g. “Increase your marketing budget for video content now. Our latest analytics are showing that...”
The combination and the timing of new information at 3, 10 and 30 seconds increases the chances of hooking your audience. The next challenge is to keep their attention.
Keep attention with new information
For the rest of the video you want to keep things interesting. Do this visually, and by adding new information. Nothing more to add? Then it’s time to wrap up the video. Short and to the point works better than long-winded.
End and extend with a clear call to action
End with a clear call to action. It’s your chance to extend your audience’s attention that you worked so hard for! What is it that you want them to do next? Perhaps you want them to go to your website. In this case, use an active or direct call-to-action.
e.g. “Sign up for our live webinar on all things video on our website.”
Or perhaps you’re asking them to stay tuned for next week’s video? In that case, use a passive or indirect call-to-action.
e.g. “We’ll see you next week, when we’ll talk about the video trends of the year.”
In any case, focus on the single action you want them to complete. Don’t overwhelm them with too many options or requests.
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