Grab Them in the First Five Seconds

First five seconds rule in YouTube AdvertisingThe first five seconds rule has become the name of the game in advertising. Especially when people are watching videos and can skip the ad after 5 seconds.

Too often I turn off the sound if it’s annoying or wait impatiently for the five seconds to tick by… can’t click “Skip This Ad” quickly enough!

But this one had me laughing out loud and watching the whole thing. There’s something about a train wreck. And seeing if anyone moves or blinks.

Does anyone remember when the world switched from the 120 second and 60 second commercials to the 30 second? (I think it was back in the 80’s and coincided with the growth of cable.) Or when it was new to see a 15 second commercial, which started out as a 30 second, cut it two like an installment / to be continued / type of approach? (the 90’s!) Who knew it would come to only have a few short seconds!

First Five Seconds for Impact

The bigger question is does it work!?Will it help with name brand recognition? Top of mind awareness? Will Geiko sell more insurance? My guess is yes.

Packaging your product has to do it in less than a second.

Sales are made every day in a second walking down the aisle in a grocery store or scrolling through a website?

It’s true on the business-to-business side of the equation too. How quickly does a Trade Show Booth Display have to make an impact? Haven’t you ever walked a show with your head swiveling from side to side deciding which booth you’ll approach to learn more?

Video - The Next Big, Big Marketing Tactic

marketing with video on the internet helps visability on the webDoes your marketing program include video? If not, you may want to reconsider, especially if your target market is consumer focused.

This from a Cisco white paper dated May 29, 2013:

Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012. This percentage does not include video exchanged through peer-to-peer (P2P) file sharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2017.

Based on the way this was written by Cisco, I’ve seen a wide range of numbers touted — but all of them pointing to a lot of video watching and the huge implications for marketing professionals:

Yesterday Social Media Roadmap publisher, Deborah Chaddock Brown, shared this with me: Video and social media without a doubt will continue to grow and as Cisco predicts “65% of all internet traffic in 2015 will be video.” - Social Media Trends for 2014, October 7, 2013.

My response? “I better get filming. And editing!” You can even see from these social media statistics that the majority of the social media content is now video, you may also find some of the other stats interesting!

This morning Brian Hoffman from Killer Infographics shared Your Video Marketing Handbook infograph with me. Note the bottom third of the infograph (before the sources) offers 5 points on how to effectively market and use your video to get the results you desire (my paraphrasing):

  • Include a hook
  • Appeal to emotions
  • Use social networks (try to get a celebrity endorsement)
  • Crank out quality on a regular basis
  • Use a call to action to get them to the next step

One challenge with marketing with video, similar to many of the other internet platforms, when the video information stays out there on YouTube or Vimeo, things change so rapidly, information quickly becomes out-of-date. Here’s a video I compiled from marketing info that isn’t that old, but many of the stats and images feel “ancient.”

So how will you be using video in the next few months in your marketing? Leave a comment below.

Good Work - Public Relations Well Done

Crisis Communications videoIn the day-to-day of sensational news and shock value information, it is refreshing to see the way crisis communications and public relations experts Hennes Paynter Communications crafted this video with dignity and grace. It is a “Thank You” announcement from the three women who are kidnapping survivors.

When each of the women read their prepared statements, it was apparent to me that they wrote their statements themselves and that each spoke from their heart. The messages felt very authentic and provided a very meaningful and appropriate thank you to the donors of the Cleveland Courage Fund and their supporters.

I liked the choice of wardrobe, the lighting, and the factual way the “about” information was written below the video. It all helped to set the tone and feel of the content, making the women and their families come across poised and relaxed, but also real.

By posting the video at midnight on YouTube, they made it easy for news stations and media to link to it or embed it onto their websites. Very good use of social media. I wish there was a way to edit the automatic English transcript that Google provides… if anyone knows how to do that, please leave your message in the comments below!

Kudos to Hennes Paynter Communications. Public Relations well done!


Full Disclosure: Hennes Paynter Communications is a former client. My company helped them create their marketing website several years ago with a content management system so that they could make their own updates and changes to the content.

Live from the Conversion Conference in San Francisco

Conversion Conference #convcon Turn More Clicks into CustomersI’m learning a lot at the Conversion Conference. Have met some interesting people and I’ll have some short interviews and info posted here when I have a chance to digest it all. This morning I was a speaker at one of the break-out sessions and co-presented “Easy Ways to Use Video to Improve your Conversions”.

I just finished listening to John Ekman explain how many E-tailers are missing valuable lessons from Retailers. For example, where we put things — the order — makes a big difference.

The conference is in San Francisco and yes, I felt the 4.0 earthquake at 5:30 this morning!

YouTube Video Helps Position Corning as the Glass of the Future

What’s the difference in commercials on TV and video communication on the internet?

Take a look at Corning’s “A Day Made of Glass” to get a look at their vision for the future with specialty glass at the heart of it.

With only 5 minutes of video, Corning positions themselves as the glass of the future. The cost to put a commerical like this on TV would be prohibitive, but it’s perfect on YouTube.

Click here. Over 15 million views in just 9 months. Their positioning: innovative, clean, functional, integrated.

Hat tip to my friend, the owner of pizzaBOGO, who sent me the link to this video.

Does this give you an idea of how you could show your products in action? Do you see how distribution on YouTube makes it easier to view by your audience?

How are you using YouTube to position your product, service or business? Leave your comments below.