Short Video vs. Long Video: The Results

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

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.

Tapping Facebook Analytics to Identify Engaging Video Styles

Your online video style makes a difference in how your audience engages with you. Today we’ll compare three styles of video we’ve used, and what Facebook analytics reveal about where we experienced the highest levels of engagement. We begin with an overview of Facebook Insights data and charts, and then share engagement metrics to help you understand what kind of video style you may want to use

Your online video style makes a difference in how your audience engages with you. Today we’ll compare three styles of video we’ve used, and what Facebook analytics reveal about where we experienced the highest levels of engagement. We begin with an overview of Facebook Insights data and charts, and then share engagement metrics to help you understand what kind of video style you may want to use for your audience.

In today’s video, you’ll see how it’s the Facebook “Talking About This” numbers you need to pay attention to. You’ll also see that we found an older age demographic engages at a higher level than younger people (something we didn’t expect). Get the full story in today’s video presentation:

(If the video isn’t just above this line, click here to view it.)

While Facebook Insight charts are a great tool, you need to export data into a spreadsheet for the deeper dive analysis. If you download that data, brace yourself for an avalanche of information. As a direct marketer, you’ll have greater use for certain data points over other information.

Thorough analysis of these data has helped us understand the audience engagement from three distinct types of videos.

  1. 2-3 minute “Behind-the-Curtain” storytelling videos
  2. 3-5 minute “Music Videos” sharing free content
  3. 20-35 second “Short Clip Videos”

If you follow our blog, you know we’ve been using the results of video performance from a non-profit performing arts organization. To sell tickets for Christmas Shows, we used a series of two to three minute videos we called Behind-the-Curtain. We also used music videos, delivering more of a content marketing video format, where we took full-length recorded songs, three to five minutes long, and matched them with images to complement the music.

Last month, we introduced short video clips as the format in a contest to promote a performance in mid-April. Each clip featured a new song that would be introduced on the show for the first time. Each of these video clips was twenty to thirty-five seconds long.

The short video clips had the highest average lifetime post total reach. A significant contribution to that difference is that several hundred more fans have been attracted to the fan page since the behind-the-curtain videos were released.

The longer music videos had the highest engagement and featured content the audience wanted to experience. This format generated the highest number of likes, comments and shares, reinforcing the effectiveness of using video in content marketing.

Even though the numbers for lifetime reach and engagement from our behind-the-curtain videos were smaller in absolute numbers, we believe the percentage of engagement is respectable. More importantly, though, the campaign where we used behind the curtain videos and music videos produced a sales increase of 20 percent.

Our conclusion from these results tells us that it’s a combination of video styles that should be used to effectively market your organization. Audiences can burn out quickly if you repeat the same approach over and over. One of our challenges, and a challenge you most surely share, is how do you build on your success and offer up something new and different that continues to engage your audience, and at the same time generate leads, sell more of your product or increase contributions.

Our next blog will complete this series on our short video campaign test. We’ll share email marketing results, landing page views, along with other metrics including ticket sales. As always, please share your comments below.