When Shorter Makes Sense: When to Use the 6-Second Video Format and Why


When Shorter Makes Sense: When to Use the 6-Second Video Format and Why

Keep in mind when the 30-second Tremendous Bowl spot was the king of video commercials? Then, YouTube hit. The coveted Tremendous Bowl placement nonetheless goes for greater than $5 million, however pricing could also be plateauing. As of late, we’re in the course of a digital video content material explosion, and advertisers appear to be rethinking the worth of conventional tv’s captive viewers.

After YouTube got here Snapchat and a basic shift to video by all social platforms. Absolutely and never so slowly, 30- and even 15-second video adverts grew to become far too lengthy to the common shopper. At present, movies lower than 10 seconds — and the six-second format particularly — are sometimes most well-liked by advertisers.

Advantages of Brief-Kind Video

Put merely, quick movies from an enormous video manufacturing firm attraction to quick consideration spans. They get to the purpose and let your viewers member get on with their content material. Plus, when your key message is boiled down to 6 seconds, it tends to be extra memorable than a message that took 30 seconds to speak.

Brief video can be essentially the most environment friendly use of sources. For demonstrable bottom-line outcomes, use an agile technique centered on efficiency video. As an alternative of investing so much in a single huge, linear video venture, you possibly can create a number of quick movies which are hyper-personalized to your goal segments. Then, analyze the efficiency of every video. Which format had the most effective click-through price? Which name to motion led to essentially the most gross sales? This method lets you tweak your video belongings in actual time as you study, producing highly effective ROI.

4 Greatest Occasions to Use the 6-Second Format

Prepared to include quick video into the combo, however undecided the place to start out? Listed below are 4 confirmed techniques to attempt:

1. Unskippable pre-roll

Utilizing pre-roll video in your promoting program generally is a threat. AdWeek reported that greater than half of entrepreneurs are involved about annoying customers with their digital video adverts, and an unskippable advert earlier than a major video will be the epitome of annoying. Nevertheless, pre-roll will be accomplished properly. In the event you’re going to serve your viewers an unskippable video advert, make it quick and related to them. Entrepreneurs overwhelming go for the six-second format for unskippable pre-roll. Additionally they contemplate them simpler than 15-second pre-roll or any skippable format.

2. Any auto-play video placement

Your design technique for a 30-second video advert already rests closely on the primary few seconds. In case your video goes to auto-play, there’s an excellent probability that the viewer will scroll by or navigate away lengthy earlier than the video is full. Due to this fact, you have to be certain it grabs the viewer’s consideration and communicates the important thing message immediately. Why not take this method a step additional by slicing the final 20 seconds of the piece, telling the complete story in only a few seconds — the period of time that almost all viewers will possible see?

3. Your viewers’s Twitter feed

Six-second movies are an ideal match for the fast-paced nature of Twitter. The platform introduced that advertisers would be capable of bid on six-second spots. Delivering your model’s video in your viewers’s natural Twitter feed can create a extra significant connection. The content material isn’t forced-view, so there’s not as a lot threat of frustration. Even higher, this video placement can be an excellent bang in your buck: You’ll solely pay if a person views the complete six seconds.

4. Instagram tales

Do you know that one-third of essentially the most considered Instagram tales come from companies? A brief and candy look in your customers’ Instagram story feeds will be a good way to maintain your model high of thoughts with out being intrusive. Right here’s an added perk: In a world of auto-muted video adverts, about 70% of Instagram tales are considered with the sound on. As a result of customers are primarily watching content material from pals and influencers they care about, you’ll have the prospect in your video to be heard, not simply seen.

6-Second is the New 30-Second

Based on many entrepreneurs, six-second video content material is the subsequent huge factor. Brief movies mean you can maintain your viewer’s consideration for the entire piece with out leaving her irritated — or, worse, making her rethink selecting your model in any respect. By implementing a performance-focused video technique with a number of quick movies, you possibly can repeatedly enhance your promoting effectivity and ROI.

Learn to provide the six-second format a shot? Strive implementing quick movies in digital promoting placements which are pre-roll or auto-play. For paid social media placements, begin with Twitter and Instagram tales. You recognize your viewers finest. Perhaps a Fb story makes extra sense in your customers than Instagram. The underside line: Six-second movies are an environment friendly and efficient addition to your promoting technique.


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