SOC Slideshare. Mcarlis Carlis

1. PAY
AT T E N T I O N :
S O C I A L M E D I A
V I D E O S A R E
G E T T I N G
S H O R T E R !
M I C H E L L E C A R L I S

2. I T ’ S N O I S Y O U T T H E R E …
Consumers are busy and do
not have time to read lengthy content
or view long videos. In addition to
family, jobs, school, and finances,
people have so many choices about
spending their time. Free time can be
spent on social media channels,
streaming platforms, and video
games.
Whether life really is busier
today than it used to be or people
simply feel busier, companies have a
lot of competition for people’s time.
Companies must find a way to
capture and keep attention.
•
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3. T H E
AT T E N T I O N
S PA N O F A
G O L D F I S H ?
There are different thoughts about a
goldfish and his attention span, but the
consensus is that it is between five and nine
seconds.
Research shows that human attention
span is now only 8 seconds which may be lower
than a goldfish)
In my interview with Sue Slominski, she
mentioned that attention span is critical across all
media but especially social. For example, a
marketer only has two to three seconds to
capture attention. (Slominski & Carlis, 2022)
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4. A D V E R T I S I N G I S
E V E R Y W H E R E
Various numbers ‘thrown around’
speak to the number of ads a person
is exposed to every day. Estimates
range from 4,000 to 10,000 per day!
LinkedIn estimates 5000 a day.
Different estimates aside, the actual
number is high! (Holmes, 2019)
The increase in social media
platforms exponentially increased the
number of opportunities for consumers
to see advertisements – and for
marketers to try to engage with them.
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5. S O M A N Y C H O I C E S …
Well—known social
platforms include Facebook,
Instagram, Pinterest, Twitter,
TikTok, and LinkedIn. However,
there are over 100 social
platforms for consumers to
choose from and for marketers to
consider.
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6. W H Y V I D E O ?
Video allows for storytelling as it
offers sight, sound, motion, and emotion.
Consumers use video to be entertained,
stay abreast of current events, and gather
information.
Advice for the marketer:
“Fish where the fish are.”
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7. V I D E O I S E N G A G I N G
As of September 2021,
YouTube had the most viewed video
content of all social platforms;
however, TikTok is trending to
surpass YouTube and Instagram.
(Williamson, 2022)
TikTok has become a fully-
fledged video service snowballing to
the most popular app in 2019 and
2020 with over 3 billion downloads.
(Dean, 2022) A P R I L 2 4 , 2 0 2 2 7
Image One. US Social Video Usage 2022
(Williamson, 2022

8. I N F O R M AT I O N A N D
E N T E R TA I N M E N T
Social media is one part of a synergistic marketing plan.
Videos are one piece of the social media campaign.
Today’s customers want to be informed, engaged, and
entertained.
When creating video, analyze the platforms to
determine who their users are and how they use the platform.
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9. C U S TO M I Z E Y O U R V I D E O TO
M AT C H Y O U R P L AT F O R M
Instagram
During one survey, 50 percent
of users said they found advertising
videos longer than one minute
stressful, which is the opposite of what
a marketer wants. The most
successful videos are between 21 and
34 seconds!
I suggest working with the
platform to ascertain what length of
video resonates with their audience.
Each platform collects data on its user
base and should be able to provide
data on recommended video lengths
and types of videos that resonate and
get a response. Not all platforms will
be the same length. Twitter may be
shorter than TikTok or Facebook.

10. T H E F U T U R E : W H AT S H O U L D
M A R K E T E R S D O ?
People have more responsibilities and
distractions, and their attention spans are
getting shorter.
What is a successful marketer to do?
 Use the data from each platform to see
what is successful.
 Use your metrics to see what video
length is resonation with your audience.
 Customize your approach based on
product type.
 Hire the most creative, influential people
you can.
 Be aware of trends and be ready to pivot.
 Create trends and be ahead of the game.

11. S U M M A RY
Marketing is a challenging,
multi-faceted discipline.
We must capture attention,
engage the reader, promote our
brand, convince potential
customers to try, persuade
existing users to buy again, and
get them to share their outcomes
with their peers.
Marketing will always be
about building relationships with
customers. Videos can support
that!
Successful businesses will
pay attention to trends, pivot,
develop, and constantly evolve.
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12. R E F E R E N C E S
•
Dean, B. (2022, January 5). Tiktok User Statistics (2022). Backlinko.
Retrieved April 27, 2022, from https://backlinko.com/tiktok-users
Holmes, R. (2019, February 21). We now see 5,000 ads a day ... and
it's getting worse. LinkedIn. Retrieved April 27, 2022, from
https://www.linkedin.com/pulse/have-we-reached-peak-ad-social-
media-ryan-holmes/
Markman, E. (2020, September 23). The attention span of a goldfish.
The Advocate. Retrieved April 14, 2022, from
https://theacademyadvocate.com/4477/news/the-attention-span-of-
a-goldfish/
Slominski, S., & Carlis, M. (2024, April 14). Sue Slominski and Social
Media Marketing. Personal.
Williamson, D. A. (2022, March 7). US social video usage 2022. Insider
Intelligence. Retrieved April 27, 2022, from
https://www.emarketer.com/content/us-social-video-usage-2022

13. THANK YOU!
• Michelle Carlis
• mcarlis@comcast.net
• Michellecarlis.com
“The measure of intelligence is
the ability to change.”
Albert
Einstein