Video Viewing Habits Hold The Key To Business Video Success

Analysis of recent research by boutique broadcast agency Shout! Communications has shown an overwhelming viewer preference for shorter videos and that organisations that offer video content appear more trustworthy.

Analysis of recent research by boutique broadcast agency Shout! Communications has shown an overwhelming viewer preference for shorter videos and that organisations that offer video content appear more trustworthy. Shout! believes that these findings must be put into practice if companies wish to see a return on their video production investment.

Channel 4 News announced recently that they are launching a new online video series called 460, which will be a 60 second roundup of the day's news - predominantly aimed at the smartphone and tablet audience. In an interview with journalism.co.uk, online video producer for Channel 4 news Kamali Melbourne explained that the 60 second length had been decided by looking at research figures on engagement.

Keren Haynes, co-founder and CEO of Shout! explains, "In order to combat this we not only encourage companies to keep videos as brief as possible, but we also use various techniques at the 60 second stage to keep the viewer engaged. It's one of the reasons we recommend using music: it helps to keep the viewer watching through the 60 second drop-off, or this can be a good point to bring in some engaging graphics or a new voice to keep the viewer engaged."

Online video firm Animoto also recently released research revealing the influence that video has on consumers. Nearly six in ten respondents (58%) said companies that produce videos are more trustworthy, while seven in ten (71%) said video content leaves them with a positive impression of the business.

Haynes adds: "Generally we prefer the immediacy of the moving images and the sense of personal connection we feel with a film. This helps build trust in a brand. We are more engaged and more convinced by seeing things for ourselves in moving images rather than deciphering static words on a page."

Additionally, according to Ofcom 25% of internet usage is from mobile/tablet devices. Shout! is urging businesses to produce video suitable for both small and traditional screens in order to maximise viewing of their content.

Haynes continues, "Recent research demonstrates that video is a highly effective communication tool for businesses of all sizes, with a single piece of content reaching thousands of viewers. Video has most definitely become an important part of any business' marketing tool box."