Introduction
In a world where cat videos and dance challenges reign supreme, capturing your audience’s attention is tougher than getting a cat to take a bath. So, how do you make sure your business videos hit the mark? Enter the 90-second rule – the secret source to creating videos that not only get watched but also get results. But why is 90 seconds the magic number? Let’s dive in and find out!
But before we go deeper into this topic, just a very quick disclaimer from us.
We are very flexible, the 90-second rule is a suggestion that applies to most of the business-related video content, but not every video can fit perfectly into the 90-second mold. If your content absolutely needs more time, that’s okay. Just make sure to front-load the most important information. Hook your viewers early, deliver the key message swiftly, and don’t save your most crucial CTA for the end – you risk losing your audience before they even get there. Place vital CTAs upfront to ensure maximum impact.
Lumira Team
So below goes with the main content.
Understanding the 90-Second Rule
What is the 90-Second Rule?
The 90-second rule is the golden guideline in video marketing that suggests keeping your videos under 90 seconds to maximise viewer engagement, retention, and conversion. This isn’t some marketing mumbo jumbo – it’s backed by solid research showing that viewers are more likely to stick around and absorb your message when it’s delivered quickly and efficiently.
Why 90 Seconds?
Imagine you’re at a party. Who would you rather chat with: the person who gets straight to the point with interesting tidbits or the one who drones on and on about their collection of antique spoons? Exactly. The same goes for videos. Studies show that videos up to 90 seconds long have a whopping 59% retention rate. Beyond that, attention drops faster than a lead balloon. Short, snappy videos respect your viewers’ time and get your message across before they even think about hitting that skip button.
Benefits of 90-Second Videos
Increased Engagement
Short videos are like the espresso shots of content – quick, strong, and energising. Viewers are more likely to stay engaged with a video that promises to deliver value without wasting their time.
Better Retention
Think of your brain as a sponge. It can soak up a lot, but only if it’s given in manageable doses. Short videos ensure your message is retained and remembered, leaving a lasting impression.
Higher Shareability
People love sharing things that are quick and impactful. A concise video that packs a punch is far more likely to be shared on social media, expanding your reach without extra effort.
Improved Conversion Rates
When your call to action (CTA) comes swiftly and clearly in a short video, viewers are more likely to act on it. Whether it’s signing up for a newsletter or making a purchase, short videos drive results.
Crafting the Perfect 90-Second Video
Planning Your Content
Creating a killer 90-second video starts with a plan. Outline your key message and stick to it. Remember, less is more. Focus on what’s essential and ditch the fluff.
Content Structure
A top-notch video should have the following elements up front:
- Introduction: Hook your viewers in the first few seconds. Be bold, be brief.
- Key Message: Deliver your core information clearly and concisely.
- Call-to-Action: Prompt viewers to take action, but do it wisely.
Visual and Auditory Elements
Use high-quality visuals and clear audio to enhance your message. Incorporate graphics, text overlays, and music to keep things lively, but don’t overdo it – you want to complement your message, not overshadow it.
Overcoming Challenges
Condensing Your Message
Squeezing your message into 90 seconds can feel like packing for a weekend trip with just a carry-on. Prioritise the most critical points and streamline your content. Think about what your audience truly needs to know and focus on delivering that.
Splitting Longer Videos
Many clients balk at the idea of splitting longer videos, arguing, “No one will watch three videos about this!” Here’s the thing – breaking your content into shorter segments can actually increase engagement. Imagine your audience is binge-watching a series – each short, impactful episode leaves them wanting more. Three 60-second videos can often be more engaging than one 3-minute video, keeping viewers hooked and coming back for more.
Changing Mindsets
Understanding the modern video consumption habits is key. Today’s viewers prefer bite-sised content they can consume on the go. Explain that by creating shorter videos, they’re actually more likely to hold their audience’s attention and drive action.
Final Words
In the digital age of dwindling attention spans, the 90-second rule is your best friend for creating videos that captivate and convert. Embrace the power of brevity, focus on delivering your message succinctly, and watch as your viewer engagement and business results soar.
Ready to put the 90-second rule to the test? Start crafting your short, powerful videos today and share your successes with us. Remember, when it comes to video marketing, less truly is more!
