Thursday, September 23, 2010

Why video on the web must be SHORT.

As a people we have been programmed to watch television and the cost of admission to the entertainment or news program was commercials. Advertisers know that they only have seconds to grab your attention and inform, educate, entertain and give a call to action message. We have come to tolerated 30 seconds and expect all our interruptions to be that short or less. You are the new advertiser: we are expecting (inviting) our viewers to watch our video among other things so we need to be respectful of their time or they are going elsewhere in a heartbeat.

During my time with major U.S. networks we learned that the viewer is the boss - and the boss wants to know what's in it for them, they want us to get to the point and to be quick about it.

See my homepage video as an example.

I can't tell you the number of people that have echoed my exact sentiments about marketing and being respectful of viewers time and attention.

Keep your videos short and sweet and leave the viewer wanting more.


  1. Actually the average attention span of a web user today is measured in seconds text, graphics, and video must be pleasing to engage the visitor.

  2. Excellent, well written and really helpful post, as always. Glad we have someone to keep us on the right track ! Webtains Gmbh