Technology, social media and the web have changed the way we absorb information. Think about the last time a facebook friend or someone on LinkedIn recommended an article. Did you read the entire article? My guess is that you scanned to decide whether it was worth your time.
This behavior is leading to changes in how we produce video for the web and social media. Face it, you’re not going to sit through a 15-minute video unless you’re very, very interested. There are many things competing for your attention.
We’ve made a strategic shift in the way we produce videos for the web and social media. We’re now creating a greater number of targeted videos of a short duration. It offers viewers a greater variety of topics and people can pick and choose what they want to watch. The information is all there – we’re just packaging it in easier-to-digest portions.
Rather than creating a 10-minute capabilities video for a manufacturer, we’ll create a series of shorter videos focusing on quality, technology, mission, customer service, etc. Our clients can post these videos to their website and also feed them out one-by-one using social media. It’s a great way to keep a facebook page or twitter feed fresh with new content.
There is still a place for longer videos. We do them every day. As with any video we create, we have to keep the audience in mind. Sometimes a shorter video (or two or three) can be more effective.