With Video, Short Gets Shared

With Video, Short Gets Shared

In the congested land of online video, shorter is better—simply because it’s more likely to be shared.

And you shouldn’t be surprised. With the enormous sprouting of Vine, the video-based social media network in which users can post 6 second videos and the recent integration of 15-second videos into Instagram, the push to share video is conspicuous.

But why?

The shift in video, especially over the last 2 years, has been to turn video viewers into social viewers. What’s the difference?

Well, a viewer is a viewer—someone who views. Viewers have no commitment, no emotion attached to your video. They just watch it. But a social viewer watches, then shares your video with friends and family over Facebook, Twitter, and any other social media tool, including email.

Social viewers, then, are in a position of power. They have influence and the ability to lead to more views and more shares. And what’s easier to share than a really well thought out, content rich, enjoyable, short video? (For more stats about short vs long video, check out a post from our friends at Wistia)

A recent report from RealSEO.com showed that shorter clips of 15-30 seconds or less are shared 37% more often than clips that are 30-60 seconds and 18% more than clips over 60 seconds.

And who’s doing all this sharing? According to Jun Group, a premier social video company, more than 55 percent of social video is viewed by 18-34 year olds, and the average age of social video consumers is 27 years old. Further, women account for nearly 57 percent of social video views and share social video 30 percent more than men.

I’d like to do an experiment. Watch this video:

Did you watch the whole video? Great. Now watch this one:

Did you watch that one all the way through?

So what do you say? Do you want your video to be seen, viewed all the way through, and shared? Are you creating social viewers with your video content? Have you thought about targeting 18-34 year-olds and women? It’s definitely something to think about the next time you’re considering video for your website.

Image found on Reddit, credit to Perdita – shirts available here.

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