The average attention span of a human was measured as 8 seconds in 2013. Back in 2000 the attention span was 12 seconds, so we can assume that as people are bombarded with information, the attention span of the average person is going down. Yet many websites still put a huge emphasis on visitor rate rather than average session length. You might get thousands of hits but just how long are visitors staying on your website? Once you’ve got them there, how can you get them to stay?
The same statistical source tells us that the more words there are on a website, the less interest a visitor has (49% of words read out of 111 total words compared to 28% of words read out of a total of 593 words on a web page). What, therefore, is the answer? How about some fancy graphics? Or animated videos?
What do visitors actually want?
As the above statistics show, most people don’t want to read an essay on your website, so less is definitely more in this case. What do visitors want? Usability is a given, obviously but how about graphics, video or animation?
Images have always proven popular – you only have to look at the sheer volume of image sharing websites (30 active photo sharing websites globally and 8 non-active ones) in order to see just how popular images are with internet users. The internet itself is graphically appealing, but there needs to be more than just images. Now videos might present the way forward.
YouTube is the most popular video sharing website with over 1 billion unique users every month and over 6 billion hours of video footage watched. What’s more is that videos can be shared on social media sites and therefore reach a whole new audience.
The Rise of Video Marketing
The marketing industry has embraced the rise of video format, as demonstrated by all those video ads that now pop up in your social media site. In 2012 video was the fastest growing ad format with a prediction that 2014 will see an increase in ad spending from $1.97 billion to $5.71 billion – that’s quite a jump!  What is more interesting is that the same data reveals that 90% of users say that watching a video about a certain product is help when to comes to making a decision about that product. The same rule applies to a websites.
Let’s look at a case study. Stacksandstacks is a homeware website which discovered that by adding site-specific videos, they could increase buyer interest by up to 144%. Others using video marketing, such as Ice.com found that viewer conversion rates were increasing by as much as 400%.
More general statistics show that visitors who view videos stay for an average of 2 minutes longer than those who don’t and are 64% more likely to make a purchase from that website - compelling statistics indeed.
The Rise of the Explainer Video
Explainer videos have taken the online world by storm. They are short, punchy videos which tell the visitor exactly what it is that you do. So if it’s a product you want to sell, the video may well demonstrate how it works. If it’s a service you offer or even just an idea, what better way to explain it than through the power of video?
So where did it all begin? Well some point to Google Chrome as being one of the first major companies to use explainer videos in order to help users make that transition from other ISPs. Before you knew it, other companies were following suit such as Amazon and Facebook.
Explainer videos are actually computer animation. It was not until computer animation was made cheap enough that Explainer Videos became so popular. Explainer videos are different to ordinary marketing videos. They are exactly as described; videos which explain a product, a solution or a service. What makes them unique is their length. We know that the average human attention span is not overly long, so short, snappy videos are a great persuasion tool and these last around 60-90 seconds; perfect for getting visitor attention and increasing conversion.
Explainer videos can not only increase traffic to your website but can also improve visitor conversion, help increase sales and improve visitor duration to your site. It’s no coincidence that Google, Facebook and Amazon have all taken advantage of explainer videos and that such videos are on the increase.