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Our world of words.

Let’s get visual

The world of comms has changed by necessity and is now tailoring itself to the shorter attention spans of the modern consumer. 44’s Managing Partner Eddie Gormley looks at the rise of video communications and the impact it’s having on engagement.

My colleague Emily is doing a fascinating piece of work at the moment about how you can match different learning styles to the way employees prefer to process content across multiple channels.

The sweet spot is to allow individuals to choose the piece of content that suits their preferred learning style AND have a measurement package in place so you can assess the impact of each one on their levels of engagement.

I told her it seemed a bit like playing 3D chess.

Thinking in pictures

As is the connected way of these things, I walked from her presentation back to my desk, where I resumed work on a short proposal to use an animation as the centerpiece for a social-media campaign that would engage stakeholders about low-carbon transportation.

Always one to challenge a brief, I wanted to demonstrate that breaking a complex topic up into four one-minute chunks would yield greater engagement among visual learners than one set-piece four-minute video.

Videos are an ideal way to reach visual learners of course, as they tend to be people who prefer to use images, pictures, colours and maps to organise information and communicate with others.

Video as a means of communication is also well and truly on the march, with Google reporting that 50 per cent of consumers have now come to expect video content as standard.

Engaging tips

In the course of my research, I uncovered the following facts that serve as excellent tips about giving your video or animation the best chance of achieving the desired result.

They also gave me food for thought about how challenging it can be to engage people these days, when attention spans are increasingly measured in milliseconds and seconds rather than minutes and hours.

I thought I would share them with you as heralds to a bigger piece from Emily about learning styles, which you can expect after the summer break. Who knows, possibly in the form of an animation?

Happy viewing!

Did you know?

1. Videos up to two minutes long get the most engagement from viewers
2. 85% of social media videos are watched without sound
3. Captions on a video increase views by 12%
4. Only 45% of viewers watch the first 30 seconds of a clip or beyond
5. Video on Facebook is eight times more effective than straight posts
6. Videos are six times more likely to be retweeted than photos.


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