Videos under 1 minute get 80% viewer retention up to the 30-second mark. Comapared to 60% retention for a 2-3 minute video. Keeping videos on the shorter side, is sometimes easier said then done. So here are some tips to help you stay on track.
- The number #1 most important tip, is to know your primary goal and what you want to achieve. Go back to this time and time again. Pro Tip: Your goal shouldn't be to achieve World Peace. While it's a great goal, it might be a little too much to cover in one video.
- Once you have your goal, outline what points you want to cover and rank them from most important to least. Just like the old press release inverted pyramid trick, you are going to put your most important information up front. In the event that your audience drops off halfway through your video, they still got the most important information.
- Keeping everyone on your team happy is important. However, making decisions by committee will almost always add time to your video and is a sure way to end up with the kitchen sink. When you feel like you are going down the rabbit hole, refer back to your goal. Don't deviate. The other stuff can have its own video, some other time.
- Say only what you need to say. Get to the point and say no more.
- We love branding as much as any other marketer. But leave your branded stinger at the end of your video. The beginning of your video is precious time, that you should use for your message.
- When in doubt, talk to an unbiased third party (not the office intern). Someone who isn't afraid to tell you what you need to hear.