Why your video-only content doesn’t break through

With time being our most valuable commodity and content coming at us at breakneck speed through multiple channels, it’s tough to produce content that sticks.

What’s a content-creator to do?

We’re making content easier to digest.

Some say that video is the future of content marketing.  We know platforms are going more and more visual, so it makes sense that video is playing an increasing role in marketing strategies.

But our newsfeeds are full to the brim.  Truly great video content will break through, but when everybody is doing it, there simply isn’t enough time to consume it all—nor do people want to even try.

Video-only content is the downfall here.

Our attention spans are shorter than ever. How often do you click off a blog post or article after you’ve gotten what you need from it? I know I do it all the time (Are you still with me?).

Our digital space is saturated and I want to zero in on the info I want and move on. I can read it faster than someone in a video would speak it. I’ve found that more often than not, the headline of a 5 minute video catches my attention but it takes 2 minutes to get to the point I wanted to hear. And because of that pattern, I’m not much of a video content-watcher anymore.

So what can video content creators do to make me starting hitting play again?

• Give me some context in the form of a short, easy-to-digest summary so I can decide whether I want to commit 5 of my minutes to it.
• Keep it short — Maybe it’s sad that we balk at a 5 minute video these days. But it’s true.
• Keep it sweet — Don’t make me wait for the good stuff!