Micro-Video: The Future of Advertising?

Dissolving Attention Spans = Micro-Video

Attention spans have quickly been dissolving and the demand for easy to digest video content is higher than ever. People are constantly attached to their smartphones, so the ability to watch anything anywhere is just at our fingertips. Take a look at these three exciting insights for micro-video.

Ads need to fit the form

In general, people prefer shorter ads, but people are willing to watch longer ads for longer videos. Videos that are 1 to 5 minutes long, researchers say viewers will most likely sit through 16-30 second ads. Videos that are 5-10 minutes long, however, researchers say that viewers will most likely sit through ads that are 16-60 seconds long. Over 77% of viewers would rather watch one longer ad instead of several shorter ads throughout the video.

Beware of load times

Nobody likes waiting for a video to buffer and load, and the data shows it. 55% of consumers will tune out of a video if they’ve experienced two buffering interactions, and 79% will tune out after three. This is why over 40% of advertisers say they are focused on creating lighter ads that can reduce the buffering time and load much quicker.

Big opportunities for in-app video

In-app video advertising has gotten marketers extremely excited for mobile video. There was a 47% increase of advertisers that started to work with in-app videos. 70% of advertisers are expected to increase mobile ad spend by at least 25% this year.

What it means for you

If you’re an advertiser, or looking to get into short-form ad videos micro-video marks a new opportunity! To be successful, just remember the three B’s of micro: Bold, Branded, Brief.

Focus on one overarching theme for your video, and use clear graphics to clearly communicate with your audience.  When aiming for story-based micro-video, aim for a single exciting moment that will catch your audience’s attention and make them curious about your brand.  The goal of micro-video isn’t to tell a whole story, but to act as a teaser to draw new prospects to you.

What do you think about micro-video—love it? Hate it? Let us know in the comments below!

Chantal Wong

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