We see so many videos on our social media platforms’ news feed nowadays. Sometimes we are so overwhelmed with too many videos popping up on our screen that we just click the skip or close button even before the video loads. If you are using social media platforms like YouTube, sometimes they will show a short preview of a few seconds before the skip button is available. At times the skip button does not exist and we have no choice but to watch the video.
If you own a business, you would have heard of using video campaigns to advertise your business. So, how do you keep them watching the video preview and not press the skip button ?
According to a research and article on a Google website called Think With Google, a 30-second advertisement would fare better than a 15-second advertisement of the same brand. The 30-second advertisement would see a higher view-through rate as compared to the 15-second advertisement. A 2-minute advertisement was also seen to have a higher view-through rate as compared to the 15-second advertisement.
This is surprising because people nowadays have short attention span and if we cannot tolerate a 15-second video, how can we prefer to instead sit through 2 minutes of advertisement by the same brand? Apparently, shorter advertisements can raise awareness about a brand but longer formats can “persuade people to change how they think” according to this article.
The video would need to capture the audience with their storyline and yet be able to get their message through to them on their brand. If you have a good storyline, you can reach out to your audience and tell them the story which you have chosen to show what your brand is about. Some brands may have good script writers and some brands may choose to advocate a strong message for a cause they support. We have seen some serious, high end brands which would normally go for sophistication, infusing humour into their advertisements and some brands are just serious about creating humour in all their advertisements.
Talking about advertisements, Myle Enterprise have never created a video advertisement for ourselves. We have a number of videos we have created for our events and blogs but not a particular video ad about our brand. As our core business is in events, we usually create awareness and advertisement for ourselves by creating events. Our anniversary is coming up very soon this month and so we decided that we will have our very first ad. It is our fourth year of being established this year, so we must have our own video ad !
We tried our hands in the 30-second video ad as our intention is to create brand awareness. Honestly, we have so compiled so many marketing materials of pictures and videos throughout these few years and we have a hard time choosing only a handful to fit into the 30-second ad. We are so grateful for all the materials compiled but we have to pick the ones that would portray our brand well and what we do.
A short 30-second ad took us a while to create and we have to keep editing to keep it 30 seconds short. We can imagine trying to create a 15-second ad – with the limitation to the contents due to the short time and having to make the impact in such short timing, we respect those who did it. However, as research shows, the view-through rate is not good for that type of ad, so the 30-second ad is perfect for us now.
So, here is our first version of our 30-second ad. Presenting to you, ladies and gentlemen, our very first video ad for Myle Enterprise. In case the video does not appear below, here is the link to our video ad : https://youtu.be/QJwqDwlPRi0