Your Marketing Videos are Too Long

It’s true, your marketing videos are too long. Really, they are.

We know that attention spans are seemingly growing shorter. On the popular social network Vine, videos must be six seconds or less. But even in the stodgy world of network television, marketing videos (otherwise known at TV commercials) are limited to 30 seconds.

Fortunately, you can go longer than a Vine, and even a little longer than a TV commercial. Keep your marketing videos to 90 seconds or less. But only if you want people to watch them.

How to Keep Marketing Videos to Only 90 Seconds

Your Marketing Videos are Too LongYou have lots to say about your business, and it’s incredibly interesting to you. But your customers don’t care that much and only have a little bit of interest in your business. Even the Most Interesting Man in the World shot 30-second commercials (and he’s been retired).

Here’s how you keep marketing videos to 90 seconds:

  • Choose incredibly focused topics. Remember in high school or college, when you had to write research papers? When you chose an impossibly broad topic like the Civil War, your teacher made you choose one small facet to focus on. Don’t try to cover a topic that would require an entire documentary. Break it up into many, smaller videos.
  • Consider the one thing you want customers to remember from the video and shoot only that thing.
  • Watch a lot of marketing videos yourself to truly understand what is effective on film and what isn’t.
  • Don’t be afraid to shoot several takes to get the perfect phrasing and timing. Seconds really do matter in marketing videos.

Enjoy these tips and happy shooting!

When Does TV Advertising Make Sense?

Does TV advertising make sense?Have you ever wondered why most prime-time television ads seem to advertise cars and mobile phones? The market for these products is nearly universal, and the profit margin is high enough to justify the expense.

Almost everyone needs a vehicle. And, these days, everyone 12 and older seems to need a mobile phone as well. These are product categories that almost everyone watching television in the United States is going to buy. In a report compiled by mobile agency mobiThinking, authors state that by the end of 2011, “Mobile subscribers in the developed world has reached [the] saturation point with at least one cell phone subscription per person.”

Having a nearly universal market isn’t enough to justify television advertising, though. Since advertising on television is expensive, low-margin businesses like produce growers or gas station retailers rarely get a good ROI on this advertising medium. Costs include both airtime and production of the commercial.

To answer the title question, TV advertising only makes sense when your market includes all consumers who watch TV and when your margins are high enough to support the cost of the advertising. All of the niche small businesses out there can scratch TV advertising from their marketing plans (and lots of large businesses should, too).