By now, you might have noticed your favorite company experimenting with short, branded video content. This year, expect the six-second ad to blow other forms of video marketing out of the water.
Because video is widely recognized as the most-viewed form of content marketing, it makes sense that creative agencies and market leaders are finding innovative ways to push the needle even further. After Google tested the six-second ad last January at the Sundance Music Festival with a lot of success, Fox and Facebook decided it was time to jump on board. Today, video production companies are experiencing more requests for this type of ad due to its “snackablility” factor.
Below are several reasons why your the six-second ad deserves to make it into your marketing strategy.
1. Younger Demographics Love Your 6-Second Ad
It’s no secret that both millenials and Gen Z are consumers with shorter attention spans than previous generations. According to Forbes, Gen Z will make up 40% of all consumers by 2020. This audience knows what they are looking for and wants to be able to find it as quickly as possible thanks to growing up with instant Internet access and mobile technology.
2. Practicality is Key When It Comes To Your Marketing Strategy
Since the six-second video ad is so short, it forces the viewer to be present. Whereas longer video ads are easy to tune out of, this form of video marketing is over before attention is lost.
The six-second ad is the ideal way for companies to create branded content that convinces this audience of three things – what the content is about, why they should care about it, and how it will either help or entertain them.
3. The 6-Second Ad Makes Your Brand Relatable
As humans, people want brands to be able to relate to their everyday lives and circumstances that may come up. Check out this video that Ezra Productions’ Alexander Engel created that showcases exactly how everyone feels when they miss a delivery through the use of a six-second ad:
Former Mother New York employee, Maud Dietch, commented on this ad format by saying, “You can really get to a level of poignance and a level of human connection that you cannot get to even in a 15-second spot.”
4. Your Brand Can Utilize 6-Second Video Marketing To Attract More Buyers
Six-second ads are brilliant for capturing consumers at the top and the bottom of the purchase funnel. The unskippable ad is short enough to be able to immediately capture the eyeballs of those who are searching for a specific product. This ad can briefly increase brand awareness, while simultaneously captivating them to want to learn more.
Expect the six-second ad to dominate digital video production companies from Los Angeles to New York City in 2018. Once you can convince someone to engage with your brand in the short amount of time, then you can start remarketing with different forms of media.