The short video vs. long video results are in for our event promotion. After a few twists and turns in the road, we learned that six seconds may not be long enough to deliver what you need in your messaging. We also learned that there are advantages of using Vimeo over YouTube, and that engagement is different based on the style of video you choose to create. But when it comes down to if we’d conduct a short video clip test for this group again, the answer is that it’s not likely. But “not likely” may be more of a function of continuing to do something different to capture the interest of fans. It’s the “been there, done that” attitude, and what are we, the direct marketers, going to do next time to top this.
Our results suggest it was the meaty, long-form content videos that got the attention of patrons.
But that said, the short video clips attracted attention and engagement. The repetition of the short video clips likely conditioned the audience to become intrigued with the upcoming shows, resulting in higher conversion toward the show date as they paid more attention to the long-form videos released at the end of the campaign.
(If the video isn’t just above this line, click here to view it.)
In the words of blogger Seth Godin, “delivering your message in different ways, over time, not only increases retention and impact, but it gives you the chance to describe what you’re doing from several angles.”
In our video format mix to promote a performing arts organization’s shows, we produced a long-form behind-the-curtain video and a long-form music video. The behind-the-curtain video, like those we have used for past shows, resulted in double the views of individual short video clips. But in defense of the short video format, when views of the five video clips are combined, they are more than double that of the long-form video.
Other results we’ll share in today’s video include how our emailed patrons responded to a series of weekly messages. It became clear that fans like longer videos with more meaty content. That’s what generated the highest email open and clickthrough rate, and generated the best engagement on social media.
Because we know that video works, as evidenced by the 20 percent increase in ticket sales last Christmas, we will continue to use video as the central delivery vehicle for direct marketing of show tickets in the future for this organization.
All-in-all, it was a good test. As a direct marketer, you know that you must dig into the numbers and analyze results every step along the way to see if your tests work. You won’t always hit a home run. But sometimes you have to venture out of your comfort zone to discover what could be the next big marketing opportunity for you. Learn more in today’s video.