Video ads have been proven time and time again to be one of the most effective marketing strategies in this day and age. A recent study conducted via MAGNA Global, Snap Inc., and IPG Media Lab indicates that shorter ads, hovering around six seconds, are generating much higher response and engagement rates, which could force video marketers to rethink their methods in the near future.
Short video ads aren’t exactly unheard of in the world of digital marketing. Many brands have utilized 15-second ads as part of their video marketing methods, which is about half the time of the traditional 30-second span of most television ads. 15 seconds was considered to be the optimal time to get a marketing message across, but that has changed recently due to TikTok and Instagram Reels.
People are now used to 15-second videos because of these social media sites, and if they see an ad that lasts the same length, they tend to get bored or frustrated. Many people don’t want to experience an ad that is the same length as the content, so they’ll simply skip the rest of the ad if possible. That’s why it’s necessary for brands to condense their message into a quick six-second snippet.
This may come as a huge hurtle for a majority of businesses since they are not used to shortening their message down to a tenth of a minute, but if they hope to dominate in the competitive marketing world, they will need to play ball and start complying to these new trends.