Humans have a short attention span. Especially when we are on the Internet, we notice that we are easily distracted by the constant access to information and entertainment, and it becomes more difficult to focus on one thing at a time.
High-quality video content is extremely effective in this context. A study done by Wistia in 2016 investigates the relationship between video length and the human attention span: Two Minute-long videos are excellent engagement generators, the so-called 'sweet spot'. A significant drop in engagement often occurs between minutes two and three. Once your video content enters the twelfth minute, engagement steadily decreases until the end.
Evidence shows that humans have a tendency to have very short attention spans such as Princeton University research findings from 2018. show. This states that the attention span and perception are not continuous, but 'pulsating'. Every 250 milliseconds, a person switches from what is happening in front of him to the analysis in his own head.
This fluid attention span has given us an evolutionary advantage and means that humans are less likely to miss things. However, this makes it harder for video creators to keep attention spans long enough to convey important messages and information. This is where short-form content can shine.
Since much more people will engage with short video content, your messages are much more likely to reach and be understood by larger portions of your audience.
Short videos are ideal when you want to explain a subject in a concise and understandable way. Saveur Magazine's "How to Peel a Head of Garlic in Less Than 10 Seconds" is an example of how to get the most important information across in less than a minute. The title immediately lets the viewer know that this will be a short and concise video. The chef offers a useful kitchen hack in a way that draws the viewer in. The point is to demand as little time as possible from the viewer so that they are willing to invest in your content.
If you're wondering how much can be said in such a short amount of time, you'll be surprised how versatile short video content can be. For example, you could use a short video to:
1. Highlight a specific topic in context within your organization, emphasizing some key points of particular interest to your audience.
2. Short appealing content as a summary of parts of a website to direct your target group to it - for example, through a creative short video that underlines your personality.
3. A quick how-to video that helps your audience solve a very specific problem.
zesavi can support you and your company on the way to successful short videos within your team by independently creating and sharing explainer videos, thus combining the listed benefits of concise video content - check it out!