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The vine effect: Are video apps killing our attention span?

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When it comes to online content, the general consensus is to keep it short and sweet. Reaching mainstream success in 2008, Twitter is considered the pioneer of the concise communication platform. Their 140 character limit was a communicative game-changer and sent a clear message to social media marketers - if you’ve got something to say, say it quick.

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The vine effect: Are video apps killing our attention span?

  1. 1. The Vine Effect: Are Video Apps Killing Our Attention Span? +44 (0) 118 932 1943 info@nideo.tv www.nideo.tv
  2. 2. When it comes to online content, the general consensus is to keep it short and sweet. Reaching mainstream success in 2008, Twitter is considered the pioneer of the concise communication platform. Their 140 character limit was a communicative game-changer and sent a clear message to social media marketers - if you’ve got something to say, say it quick. NIDEO.TV Twitter is considered the pioneer of the concise communication platform
  3. 3. NIDEO.TV The Vine Effect This trend for shorter content is mirrored with online video, with mobile platforms like Vine, Snapchat and Instagram limiting video clips to just a few seconds. This presents a unique challenge to businesses, who’ve been forced to condense their message into an increasingly shorter space of time - causing marketing agencies around the world to examine content word by word and frame by frame for ultimate succinctness.
  4. 4. NIDEO.TV A large proportion of users abandon watching an online video within the first few seconds A 2014 report from the National Center for Biotechnology Information concluded that the average amount of time spent watching a video online is just 2.7 minutes - far longer than the average Vine video, but short nonetheless. Interestingly, statistics also show that a large proportion of users abandon watching an online video within the first few seconds essentially making their mind up as to whether they want to watch the rest.
  5. 5. Grab attention quickly! With this in mind, it’s clear that the first few seconds of your video content are essential to capturing the attention of your audience and leaving them wanting more. NIDEO.TV
  6. 6. Who’s to blame? Society could be blamed for today’s ‘Vine effect’, with internet and mobile users craving instant gratification during their lunch break browse. However, it could equally be blamed on the video platforms themselves. So is shorter content a response to shorter attention spans, or is short content causing them to shorten in the first place? NIDEO.TV
  7. 7. Internet users have now become accustomed to shorter content Although there’s no conclusive evidence to support either argument, logic dictates it’s a combination of the two. With growing demand for speedy access to concise information in an increasingly busy and mobile world, internet users have now become accustomed to shorter content, potentially limiting their patience with content creators who have yet to throw a fastball. NIDEO.TV
  8. 8. Video content is the richest of all media formats It’s not all bad news, though, as video content is the richest of all media formats, with creative marketers able to make a bigger impact through just a few seconds of video than could possibly be done on paper. According to a report by Forrester Research, 1 minute of video is equivalent to 1.8 million words! NIDEO.TV
  9. 9. NIDEO.TV
  10. 10. Capitalise on those vital few seconds If you’re looking for a video platform that’s built for business, look no further than Nideo. With nideo, you can capitalise on those vital few seconds by creating and sharing short and engaging video content - guaranteed to capture your audience’s attention and convert viewers into customers. NIDEO.TV
  11. 11. Thank you!

When it comes to online content, the general consensus is to keep it short and sweet. Reaching mainstream success in 2008, Twitter is considered the pioneer of the concise communication platform. Their 140 character limit was a communicative game-changer and sent a clear message to social media marketers - if you’ve got something to say, say it quick.

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