#3: Take the (shortest possible) time to explain
Our attention span is very short. Every video you produce should only be as long as necessary. Depending on what your company does, explaining it to your prospects can start to be longer than the ideal length -explainer videos should last 90 seconds or less-. You should summarize your content as much as you can, but if it’s not possible, consider splitting your explanation into several short videos. If you think that won’t be doable either, use a Whiteboard Explainer Video, since they tend to help make people's attention span longer. Here´s a nice example.
We are not yet in the Decision Stage, but it’s still a good idea to use a call to action to prompt your audience to do what you want them to. This is so, because it’s a process with different phases, and a CTA can make your prospects flow smoothly to the next phase. In the case of video, you should place the call to action at the end of the video.
In the consideration stage, prospects want to find out about companies, therefore they look for them on their communication channels. So, the content you create for this phase should live on your website, specifically on your homepage and landing pages. This doesn´t mean that your videos shouldn’t be anywhere else, but placing them here is a must. Plus, video content will boost your web’s performance significantly, reduce the bounce rate and boost engagement.
Two metrics you will want to pay attention to regarding video content for this stage are average watch time and the CTAs button click-through rate. You want your audience to watch your video in full, and if they don’t, you will want to find out how close they got. The average watch time will tell you about that. As for the CTA´s CTR, If you place a call to action button at the end (and you should), this metric will tell you how effective your video really is better than any other indicator.