Quality = Attention span
Keep that equation in mind as you read this.
“There is no such thing as an attention span. There is only the quality of what you are viewing.” - Jerry Seinfeld
Mr. Seinfeld hit the nail on the head. A promo video is only ever good if people watch it - especially from beginning to end.
So what makes a promotional video undeniably good? Three key things:
1. Professional quality. Don't confuse this with expensive. There's a notable difference between a promo video with poor sound or shaky to the point of distraction and a well produced and appropriately edited video. Jupiter Research found that 60% are less likely to return to a site if the video is low quality.
2. Tell a story. See our blog on how to create a compelling brand story.
3. Use humour. Appropriately. If your brand is big in the world of cancer research, for example, make sure the tone is considerate.
Incorporating these three behaviours and techniques into the production of your promotional videos and you'll never go wrong. The result is you will differentiate your brand, engage your audience, increase reach and make it memorable.
This Dollar Shave Club video was uploaded to YouTube on March 6th, 2012. 45 days later it had 4,335,014 views. In 2017, people still love it, share it, and talk about it. Living proof that quality trumps everything.