If you don’t hook your viewers in the first five seconds, you risk losing them forever… According to Cisco, video will account for more than 69% of online content by 2017. That’s a lot of videos to compete with!
With so much content online (and more being uploaded every second), users have become very picky with what is, and isn’t, worth their precious time. If you want people to watch your explainer video, and ultimately purchase your product or service, you need to grip them in the first 5 seconds.
But why are the first 5 seconds the most important part of your explainer video?
Let’s find out…
1. Attention spans are shrinking
Recent research has revealed that our attention spans have decreased markedly in just 15 years, from 12 seconds to just 8.25 seconds. To put that into perspective, the common goldfish has an attention span of 9 seconds!
So it’s official: human beings now have shorter attention spans than goldfish.
It’s never been harder to catch and keep a consumer’s attention. The internet is huge, and it’s growing all the time. If consumers don’t get instant gratification from clicking on your video, there is always an alternative for them to check out. This is just one reason why the first 5 seconds are the most important part of your explainer video!
2. You need to hook the viewer
As mentioned above, it’s important to hook viewers immediately, otherwise they will click the back button and forget about your brand forever.
How do you hook the viewer?
The first step to hooking viewers is to speak directly to them. Answer their questions and let them know you’ve got what they’re looking for. If you do this in the first 5 seconds, then you’ve given the viewer the information that will keep them hooked for the duration of the video.
Of course, information alone is not enough. Viewers need to be entertained, too! Hook your viewers with bright colours, an engaging storyline, and awesome animation.
3. It sets the tone
When a person clicks the play button on your explainer video, it’s usually their first impression of your business. If they don’t like what they see in the first 5 seconds, they’re going to leave. All you can do to prevent this is set the tone as clearly as possible from the word go.
There are lots of ways to set the tone for your video:
1. Visual Style
When people see your video, you want them to know that it’s yours. A great way to do this is to ensure your video matches the visual style of your brand. Use your brand colours, your brand font, and of course, your logo.
2. Tone of Voice
Your video is an extension of your brand. This means that it should not only represent your company in visual style, but also in the tone of voice. Your video should speak to consumers in the same way that all of your other marketing collateral speaks to them.
When we watch something, be it a one minute explainer video or a feature-length movie, we are usually never thinking about music. But music is so integral to creating an atmosphere in video — that’s why when you watch horror films on mute they aren’t even half as scary!
When creating your explainer video, make sure the music fits with the tone of the message you are trying to convey.
4. You need to spark curiosity
Five seconds is not a lot of time to work with. But, if you know what you’re doing, it’s just enough time to plant a little seed of curiosity in your viewers’ minds. You can do this in a couple of ways. For example, you could start with a question that your ideal customers would like to know the answer to. Watch the first five seconds of this video to get a better understanding:
Or, you could set up a situation that they can relate to:
The examples above manage to set up a situation in the first five seconds that would intrigue the ideal customers of these brands. This gives the videos a better chance of being watched all the way through, which is very important because that’s where the all-important call to action is!
We like to talk the talk here on the Wyzowl blog, but can we walk the walk?
Of course we can!
We’ve created thousands of animated explainer videos for tons of different clients, and it’s this wealth of experience that has helped us become one of the top providers of explainer videos in the video marketing industry.
If you want to find out more about explainer videos, click here to talk to a member of our team 🙂