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The Best Use of 10 Seconds: Extra Short Video Marketing Tips

The Best Use of 10 Seconds: Extra-Short Video Marketing Tips

Full-length commercials are a proven effective marketing strategy, but what about extra-short videos that only last 10 seconds (or less)? As it turns out, these are just as effective as commercials when executed properly. To make the most of an extra-short video marketing strategy, you need to make the best use of your time. Here are some tips that will help you get the job done in 10 seconds or less.

Improvise

This goes against all the marketing advice you've heard in the past, but today's consumers prefer improvised content — or at least content that feels improvised. Keep your clips simple, using minimal scripting and no special effects if you want to grab your viewers attention quickly. Authentic improvisation is always best, but if you fake it, make sure it looks and feels like the real thing — because today's consumers are smart and they can tell the difference.

Why this works: Your viewers want you to be real. Today's consumers don't have time for advertising if it's not genuine; they simply don't trust heavily edited commercials. When you share improvised content, viewers feel more connected to your brand because you're including real people, just like them.

Don't Tell the Whole Story

One of the best approaches with a 10-second ad is to treat it like an elevator pitch. Grab your viewers attention with the most compelling message you can create. Leave the viewer with a sense of curiosity, a compulsion to know more about your brand. Then offer additional info through a longer video link, email signup or blog post.

Why this works: A person's attention span is fairly short, but it's even shorter when they're watching an ad. That's an issue when you can't present all the important information in less than 10 seconds. By providing just a snippet of information that intrigues your viewers, you're opening up more opportunities to show them the whole story at a later time.

Form an Ongoing Connection

As with all marketing efforts, the deployment of your extra-short videos may be the most crucial aspect of the journey. With 10-second videos, you shouldn't focus on a "one and done" approach. Instead, create an ongoing connection with your viewers by offering multiple extra-short videos over a significant length of time (the indefinite future is your best bet). You have lots of media options available for this type of advertising. Create an Instagram account, and use the Story feature. Tell your viewers to follow you on Snapchat, or utilize the paid marketing capabilities there. Even YouTube has a six-second video format called Bumper that's great for connecting to an audience.

Why this works: You've heard it before, and you'll hear it again: Social media is prime real estate for marketing. Young consumers practically demand it, and the under-30 crowd is a huge percentage of the population. Today's buyers want real-time videos, authentic updates and brands that create ways to connect. When you offer these connections, you're grabbing viewers who feel more loyal to your brand because you're genuine.

Final Thoughts

Short video marketing is a great idea, and they can add a huge boost to your sales when you make the most of the 10 seconds or less approach. Don't be dissuaded by the new format. There are platforms already available for the short video format — just waiting for you to jump in. After all, marketing should always focus on the next big thing, and extra-short videos are it.

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Why Pharmaceutical Marketing Needs Video Content: Part II

Online video is to pharmaceutical marketing as Viagra is to relationships: exciting and engaging, with long lasting, fulfilling and beneficial side effects. If you don't want your pharmaceutical marketing campaign to fall flaccid, you have to pump it up with unique online video content. Online video is sure to deliver inflated results that will increase your campaigns libido. Read on to learn why your pharmaceutical marketing campaign needs video content.

16 minutes and 49 seconds - Average time a consumer spends watching online ads each month

  • According to comScore, the average user spends 16 minutes and 49 seconds watching online video ads every month. These are advertising videos, not entertainment videos! Patients spend less time with the doctor during a normal office visit!  Video content is the perfect regimen to boost sales, inform your sales reps, and educate doctors with concise and entertaining information.  Be sure that your pharmaceutical product or medical device has a proper video for everyone to see.

80 percent of consumers say a video showing how a product or service works is important when learning about the company

  • As important as CPR class and malpractice insurance, a how-to video is critical for your patients and doctors.  Pharmaceutical advertising videos are great, but 80% of consumers want to see how the product works.   This staggering statistic means that you need to have a how-to online video stat! At Concepts Video, we use cutting edge animation technology to show how a new prescription drug or hip replacement works inside the body.  In health care, consumers and doctors are inundated with new complex products that can easily confuse. By using animation in videos, videos allow the patient and doctors to easily understand how new products work inside the body - See link here.

Service-clock

Credit: Animoto

About half of customers say that 'about the company' videos are the most helpful when purchasing a product/service

  • Not only do consumers want to learn about your product they also want to know about the company to make sure they aren’t receiving quackery.  People are interested in the company's values and beliefs as much as they are interested in the product.  A personal, anecdotal company video is an essential  prescription for all healthcare websites.  

Service-is-important

Credit: Animoto

Get your Yearly Check-Up

  • Unlike wine, videos don't get better with age, be sure to refresh your company video every year or two to stay abreast of cutting-edge technology and current events. Customers also prefer a company that benefits the community.  This is where great social media videos are essential to share up to date activities that are going on inside your company.   

The takeaway from all of this: If you’re not using online video as part of your pharma marketing campaign then you’re missing a massive opportunity.  While the number of people watching online videos is staggering, it’s more important to note how they interact with your videos.  Online videos drive users to company websites which in turn drives sales and builds a customer for life.  At Concepts Video we have an award winning history with 30+ years in video production.  Some of our clients are venerable brands like  National Geographic,  Timex, and Direct TV.  At Concepts Video and we specialize in:

  • Medical Device How-to Videos
  • Pharmaceutical and Medical Device Sales Videos
  • Animation Videos
  • Pharmaceutical and Medical Device Informational Videos
  • Informational Doctor Videos
  • Sales Rep Videos
  • Social Media Videos
  • Social Media Management

 

Methodology
Animoto surveyed a representative sample of U.S. adult consumers to learn about consumer perception and experiences with video marketing as a promotional medium. The web-based survey was fielded December 26-30, 2013 with a sample size of 1,014 (Margin of error +/- 3 percent at a 95 percent confidence level). Photo source: Animoto