Storytelling

In this lesson you’ll learn:

  • Why less is more on social

  • How to win in the fight against short attention spans

1.7 SECONDS. THAT’S THE TIME YOU HAVE TO CAPTURE SOMEONE’S ATTENTION

Imagine all your phone calls are now limited to 30 seconds. Most likely you would get rid of the chitty-chat and find a clear way to get your message across. On video ads for social, it’s exactly the same thing. It pays to be straight to the point.

Facebook, Snapchat and YouTube made recent changes in their formats to push advertisers towards shorter ads, averaging 4 to 8 seconds. Sure, it seems like not enough time you'd be surprised on what is possible to do in 7 seconds.

 

If this guy can solve the Rubic cube in 7 seconds, we should all be fine.

If this guy can solve the Rubic cube in 7 seconds, we should all be fine.

 

On a more serious note, everything works faster with mobile: a recent Facebook study states people can recall mobile video ads after only 0.25 seconds of exposure.

 

GOT IT. WHAT DO YOU RECOMMEND FOR STRAIGHTFORWARD STORYTELLING?

First of all, get rid of the TV mindset. On mobile there's no time for beginning, middle and end, big scripts or building climax. To make the most of your 7 seconds we recommend three general tips:

  • Stick to a clear message: simple with a clear call-to-action if you have one.

  • Branding: Use your colors and your logo and bring that in as soon as the ad starts. This way you guarantee that, even if people don’t watch the whole thing, they’ve seen you brand

  • Overlays: Visual cues and graphics can do a lot for you. Don’t be afraid of using these to build faster storytelling

 

EXAMPLE

Imagine you want to send a Snap to a friend to celebrate PayDay. Which example works best?

 

 

Now it’s your turn! Use Snapchat or Instagram Stories and send us a Snap with your thoughts on this lesson. @VidsyHQ

Pedro Carvalho