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BizReport : Viral Marketing : January 26, 2011

Report: Shorter is better in video

From established brands to newer entrepreneurs, everyone is trying to nail down the video aspect. One report indicates that in addition to unique content, video performs better when it is short, especially in the social realm.

by Kristina Knight

"Social video is one of the most effective ways advertisers can reach their consumers on social networks," said Mitchell Reichgut, founder and CEO of Jun Group. "It's an exciting new medium that brings guaranteed engagement and tremendous amounts of sharing. The data from this study provides some insights into the composition of the audience, and the ways they like to interact."

Longer form content may perform well for Hollywood movies or network and cable television shows, but this report shows that shorter form content is more likely to be shared. The report, from Jun Group, is based on a study of more than six million user-initiated video views from the second half of 2010. The study focused on several social video campaigns.

Some interesting stats include:

• :15 second social video ads are shared 37% more often than :30 second or one minute ads
• :15 second ads are shared 18% more than ads over one minute in length
• CPG (Consumer Packaged Goods) brands are driving nearly 20% of social video views
• Content creators need to engage Facebookers

The report found that social video ads on Facebook were shared 218% more than those offered through Twitter or email. Twitter pushed about 9% and Email about 15% of social video engagement.

Two more reasons to consider social video campaigns? Younger consumers - those with more disposable cash - are very interested in video. Women - who make most household buying decisions - are interested in social video.

Tags: Jun Group, online video, social marketing, social networks, social video, video advertising, video content

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  • Interesting... but perhaps not the whole story?

    I work closely with a group that's made millions in direct response sales, all in the last six months, with videos that are essentially sales letter presentations... with an average length or around 40 minutes.

    We've got high evidence that the videos are not only effective (sales links only appear at the end of the videos) but that they get passed around and "buzzed" about.

    Interesting thing is that our target audience says they desperately wish the videos were shorter too... but when we shorten them, they buy at a much lower rate.



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