Better Bites:
The Power of Shorter,
More Dynamic Videos

Better Bites: The Power of Shorter, More Dynamic Videos

We’re living in a culture saturated with visual stimuli. With so much content around us, concise and dynamic storytelling reigns supreme. While long-form videos have their place, trends show creators migrating to TikTok, Reels and Stories for Instagram and Facebook, and YouTube Shorts to capture audiences’ fleeting attention spans.

For many businesses, the temptation to pack everything into one lengthy video is real. But this often backfires. So, why do we so often hit the ‘skip’ button?

Why Shorter May Be Better

Average Engagement vs. Video Length Chart. A chart that shows the decline of viewer engagement as videos get longer
  • Bite-sized videos under 60 seconds boast the highest engagement. The audience’s interest wanes rapidly after the one-minute mark.
  • Watching videos for a long time often dull the brain, diminishing the video’s impact.

Improving Video Audience Attention and Retention

#1. Know Your Audience

Tailor your video to the specific audience. Whether its potential clients looking for a product’s advantages or employees keen on new strategies, make it resonate with them. Review past video metrics to discern what clicks.

#2. Craft Your Story

Determine your video’s core messages. What should viewers learn, feel, remember, and most importantly, do? Pin these objectives from the get-go.

#3. Dive into Video’s Unique Flair

Video’s strength lies in its immersive nature. Use motion and music to draw viewers into the narrative. Offer them an adventure, introduce them to intriguing characters, and ignite their curiosity.



#4 – K.I.S.S. (Keep It Simple Stupid)

This might seem obvious, but video is temporal – something is seen for a few seconds and then it’s gone. Video is a bad place for lists, charts, and complicated graphics that can be more effectively shown in digital or print. Data visualization can be utilized if the takeaway is obvious and doesn’t require much interpretation. Skip complex details and focus on making an impression.

#5. The ‘Quick Impact’ Principle

Engage swiftly and concisely. With your audience’s busy schedule in mind, hit your points fast, spark interest, and deliver a crisp call to action. Aim for your CTA to strike within the first 60 seconds, possibly even at the outset.

In conclusion, brevity in video doesn’t sacrifice quality. Every moment of your video should be meticulously curated, capturing the trust and imagination of your audience. Compact and compelling content can leave a lasting impression. Remember: it’s about quality, not quantity.

“In building a statue, a sculptor doesn’t keep adding clay to his subject. Actually, he keeps chiseling away at the nonessentials until the truth of his creation is revealed without obstruction.”

— Bruce Lee

Bruce Lee
Noel VanEynde

Noel Van Eynde

As an Account Manager for Exclaim, Noel works with clients to shepherd projects through production making sure we over-deliver on our promises. With over 30 years in the business, Noel is passionate about solving problems and exploring new ways that get your message heard.
Exclaim, Inc. is a Creative Experiences Agency that partners with worldwide clients to build relationships with audiences via strategic and creative platforms in EVENTS & EXPERIENTIAL, VIDEO & MEDIA, and DIGITAL & DESIGN. From planning to execution, Exclaim offers a valuable extension to your team for comprehensive campaigns or single projects.