Film- und Video­produk­tion­en
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Data Blog #1: It’s About The First 3 Seconds!

24 Novem­ber 17

Time: Ac­cord­ing to the latest mar­ket­ing stats by Face­book, people spend 1.7 seconds on av­er­age on a piece of con­tent on mo­bile com­pared to 2.5 seconds on a desktop pc,  be­fore they scroll on to the next piece of con­tent in their news feed. There­fore, if you want to grab your view­ers’ at­ten­tion with a video, the first seconds of your video count the most. It’s man­dat­ory that your audi­ence starts look­ing at your video. It sounds trivi­al but it’s al­ways: Bind them first to the video (in these 1.7 seconds) and after that start with your video/message/value…or whatever.

Value: The value of your video con­tent is es­tab­lished with­in the first 3 seconds and in­creases with dur­a­tion: 65% of people that watch the first 3 seconds of your video on Face­book will watch it for at least 10 seconds. 45% will watch a video for 30 seconds. Thus if you can bind your audi­ence for more than 3s to your video, you will have a 45% chance that they will watch it for 30 seconds – enough time to show your en­tire video.

There­fore, here are the four most im­port­ant rules you should fol­low to catch the audi­ence at­ten­tion with­in the first 3 seconds of your video:

  1. Be­fore the video: Cap­ture at­ten­tion with your video’s thumb­nail image(s), text and graph­ics. Make sure not to add too much text onto the video’s thumb­nail be­cause Face­book or You­Tube will rate the thumb­nail as less at­tract­ive (check it with this tool).
  2. Open the video with the top-shot: Emo­tion­al, ac­tion-packed, thrill­ing! Don’t fol­low the chro­no­logy in your videos any­more. If you start low in your first 3s, your po­ten­tial view­er is watch­ing already the next video in his news­feed. Ex­ample: Go to Red Bull Face­book page and check out all their videos. You will find the same pat­tern every time.
  3. Don’t cut the top-shot. Many plat­forms start the videos auto­mat­ic­ally and it will take the view­er about 0.5 to 1 second to scroll and fol­low the ac­tion in your video. If you already made a cut in the first seconds, you lose your top-shot.
  4. Name/show your brand or product in the first 3s (bet­ter 1.7s)! You have your im­pres­sion of your brand or product any­way and it’s not only some ran­dom, non-branded clip in a news­feed.

Dat­aB­log is a five-part blog series where we’d like to show the latest mar­ket­ing stats in video­mak­ing. In­clude these steps in your video mar­ket­ing strategies and you will be ready for the video mar­ket­ing 2018.  Check out the oth­er four data blogs.

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