Channel 4 News announced recently that they are launching a new online video series called 460, which will be a 60 second roundup of the day’s news – predominantly aimed at the smartphone and tablet audience. In an interview with journalism.co.uk, online video producer for Channel 4 news Kamali Melbourne explained that the 60 second length had been decided by looking at research figures on engagement – and re-iterated something that we at Shout! are always telling clients, which is that viewer engagement tends to drop off after 60 seconds.
In order to combat this we not only encourage our clients to keep videos as brief as possible, but we also use various techniques at the 60 second stage to keep the viewer engaged. It’s one of the reasons we recommend using music as it helps to keep the viewer watching through the 60 second drop-off, or this can be a good point to bring in some engaging graphics or a new voice to keep the viewer engaged.
Elsewhere, online video firm Animoto also recently released research (from the US) which reveals the influence that video has on consumers. Nearly six in ten respondents (58%) said companies that produce videos are more trustworthy, while seven in ten (71%) said video content leaves them with a positive impression of the business.
This totally reflects what we tell clients (read our power of video ebook here). Video production is just one of the services that we provide at Shout! but we can’t emphasise enough how much of a positive impact great video content can have on a brand. And the best thing about video is that you can use it in so many ways, and it can stay online forever, promoting your brand or organisation for as long as you would like, or even acting as an archive.
To discuss your next project involving online video production, corporate video production or other video production services, give one of the team at Shout! a call on 0207 240 7373.
