Four Ways to Gain Customers' Attention through Video Marketing

Nowadays, the Internet is dominated by video content. More people prefer to watch short videos rather than read a text. Latest research found that people spend 17 hours watching online videos in a week. Moreover, 52% of people like to share video content compared to other types of content. (Wyzowl, 2022). This means that videos become an excellent medium for entrepreneurs to promote their brand to the targeted customers.

Entrepreneurs like you can create video marketing to build a strong connection between a brand and customers. With an attractive and creative video concept, you can influence and convert potential buyers into loyal customers. However, it is not easy to draw in customers to buy a product. There are four tactics to attract customers through video marketing; those are making a hook in the first three seconds, creating a curiosity headline, keeping the video short, and crafting engaging storytelling.

The first thing is making a hook in the first three seconds. According to recent studies, the average human attention span by 2015 is only 8.25 seconds (Shank, 2017). That is why it is important to grab customers' attention quickly before they run to another video. You can create a hook by giving a shocking fact related to your products, asking a relevant question, stating an issue, or showing a funny thing. These ways can trigger customers’ curiosity and keep them engaged with your video until the last second. When this happens repeatedly in each of your videos, customers will start to find out more about your brand, get interested in products, and are likely to buy. 

Second, try to write a Curiosity Headline in the thumbnail of your video. The thumbnail or cover might be the first thing your customers see. Impress them by creating a headline that is baiting, which is Curiosity Headline. Curiosity Headline is a type of headline that arouses customers’ inquisitiveness, so that it can make them question. As an example, you want to sell a pack of matcha powder. You can show the benefits of matcha powder to the customers’ health by using powerful words, such as ‘mystery’, ‘secret’, and ‘unbelievable’. These words evoke customers’ emotions.

Third, keep your video short. Short videos have become a trend since TikTok was released. It is validated that 73% of people watch short videos to find out about a brand-new product or service (Harris, 2023). This is because short videos are more digestible than the long ones, so customers can gain insights easily and decide on a product quickly. The ideal length for a short video is less than two minutes (Hughes, 2022). It may be different in each social media platform; ensure you adjust video duration before deciding on the platform.

Fourth, craft engaging storytelling in your video marketing. Customers pay more attention to a good story, because it contains both emotion and context. Video marketing wrapped in storytelling humanizes your brand and evokes customers’ empathy. One example is the storytelling of Wardah, Indonesian Beauty Cosmetics. Wardah created a campaign called ‘Beauty Moves You’. From its campaign, Wardah wanted to show that real beauty is seen through a meaningful movement which affects the environment, society, and world. Wardah successfully connects itself with customers, and it changes customers' perspectives in a meaningful way.

In conclusion, video marketing works effectively to grab customers' attention as long as you make it relatable and digestible. Video marketing potentially draws customers in by giving a hook in the first three seconds and raising their curiosity through a powerful headline. Remember to put deep meaningful values with storytelling while keeping the video duration short. By implementing all the tactics, you can create a strong bond with customers, retain their trust, and make a great impact on your business.

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References

Wyzowl. (2022). Video marketing statistics 2023. https://www.wyzowl.com/video-marketing-statistics/

Shank, P. (2017, April 4). Attention and the 8-second attention span. eLearning Industry. https://elearningindustry.com/8-second-attention-span-organizational-learning

Harris, E. (2023, June 2). 7 short-form video trends to watch in 2023 (+best practices). Theleap. https://www.theleap.co/blog/short-form-video/

Hughes, J. (2022, March 8). How long should a social media video be? Tips for every network. https://blog.hootsuite.com/how-long-should-a-social-media-video-be/

Theme: Multimedia Creativepreneurship