If anyone tells you that you have to have video on your site or within social media let them know that facebook users only watch 3-5 seconds of video and 85% without sound. Once again “the experts” are trying to lead marketers, and brands, down a path that wastes money.
Do brands really need video content? It depends on the brand and the content, but both Apple and Microsoft are taking steps to ensure that video content doesn’t automatically play within browsers.
Branded video content does service a purpose, but embedded video within social media can be a huge waste of money and piss off potential customers.
If you want your video content to be successful, it should be short and to the point. Continued research shows that the longer the video the higher the drop off rate. Even instructional videos can be too long and lose audiences.
The bigger problem, however, is the continued preaching by so called experts that tell us we have to do this or do that when they are continually proven wrong. How many have taken accountability for the “you have to be on social media” that was all over LinkedIn just a couple of years ago?
Whenever an agency, consultant or media company says “you need to here” you need to ask why and then hold them accountable. YOU know your brand and your customers better than any agency and you should have an in depth understanding of where they are going or what they are doing online so you can help them solve their problems.