A micro brand video or short video is typically less then 15 seconds. While there are no hard and fast rules for the length of a micro video, brands should keep in mind the limited attention span of their audience and the social media platforms they are using.
We are always in a rush nowadays, moving quickly from one experience to the next with very little time for pausing. While living these hectic lives we consume vast amounts of content on the move. This is where the opportunity for a micro brand video comes into play; short videos are easily consumed and shared, allowing us to move on to the next experience.
Micro Brand Video Tips
However micro videos provide a video marketer with a unique challenge, how do they create micro content that resonates with their audience?
1) Have A Plan
Just because you are creating short content does not mean you can skip the planning stage. In fact because the video will be so short it will need more input at planning stage. This is because you have a very short time to get your audiences attention, form an emotional connection them and inspire them to action. Think about who your audience is and what they want. How will you deliver the video content that they want?
2) Tell Your Story
A micro brand video can often fail because it fails to tell a story. Stories are at the heart of how we relate to each other as humans. We rarely just deliver facts to each other if we want to make an impact on the other. If we want to create an emotional connection with our audience we tell a story. With micro videos it is critical that we allow ourselves to tell a story.
3) Keep It Simple
“Simplicity is the glory of expression.”
Most people find the idea of an elevator pitch very intimidating. This is because we like to take our time when we deliver important information, paradoxically when we refine and distill our message it is often more memorable and has more audience impact. Similarly with a micro video it can be challenging to decide what to leave in and what to take out. The key is to keep the story and message as clear as possible and only include what is absolutely necessary to connect with your audience. Always review your content to make sure any one can understand what you are trying to achieve.
4) Grab Your Audiences Attention
Short attention spans mean your micro videos need to grab and keep your audience. You do this by being more creative and dramatic than your competitors. Think about different angles or approaches to use in your storytelling. Blend sound and visuals in thought provoking ways and deliver video content that is unique to you. Always make sure your innovation does not mean your storytelling becomes confused.
5) Promote Your Content
“Many a small thing has been made large by the right kind of advertising.”
Video content does not promote itself and even micro video needs brand promotion. This will be easier for a brand if they are creating unique and ground breaking micro video content. A series of micro videos will be more easily promoted than a one off micro brand video. Promote your content on all your social media channels and let all your offline networks know you have published new content.
Delivering A Micro Brand Video
“I wasted time, and now doth time waste me.”
A micro brand video plays to the need not to waste your audience’s time. Creating short videos that that deliver your brand message in an efficient and timely matter show your audience you understand them and are able to deliver them value while understanding they lead hectic lives with many daily challenges. A micro video requires strong creative input and visual imagination to distill important messages into a very tight time frame. They should only be used where the message can be distilled into a short time frame. There is no ideal length for video content and time used should always reflect the time needed to deliver the message effectively. Short videos when used with the right message and delivered in a creative manner can be a very effective marketing tool.