Long form videos are a tricky business. They have a pretty high cost to produce in terms of resources needed, but don’t often give proportionate results.
Think webinars, talks, training videos, online courses, learning material, product reviews etc. They are all long form, all require a sizeable effort to be created, and all have high hopes riding on them to disseminate the information to a widespread audience.
Barring a small percentage, most informational videos just do not get the attention and engagement that is needed to justify the cost and the effort. Well then, should you do away with long form videos and hitch your ride to bite sized content that is in the limelight? Yes and no.
Long form videos are excellent sources of valuable information, and bite sized content greatly increases the consumption of any piece of information. Now what if you could seamlessly combine the advantages of both into one engaging experience? But before that, here is a quick look at the challenges posed by long form videos.
Your audience has no idea what the video is about
When it comes to videos, the only way to know what it is about is from the title and the associated description. But this only paints a partial picture. Consider this: A video titled “Predictive modeling using machine learning “. You get a basic idea about what it is, but do you know what are the topics it covers? Is it a conceptual explanation or does it only discuss practical applications? Is it a training video or more of an awareness presentation? Without knowing any of these, as a viewer, can you really accurately judge if the video is targeted to you?
Videos present a grey area for users, as they are never really sure what they will get to see.
You do not know how to measure their true performance
You probably look at the number of likes, shares, views, impressions to judge the performance of your long form video. While this is a good start, this is only half the job. The true metrics of a video lies in how much it actually engages a viewer, how able is it to keep someone hooked on, does it have topics that kindle audience interest, among other things.
You need deep insights and pattern recognition to understand how your audience is interacting with your videos. This will not only give you information about one particular video, but also will guide you on the future videos you produce or use. You then become data driven (which if I’m not wrong, is where every vertical and practice is headed to).
The video is far too long to hold interest
Long form videos by definition are long. But the variation in how ‘long’ they are is huge – it could be a 20 minutes or it could be 200. You can’t always break down and edit them into smaller pieces, as that takes away the whole point of the video in the first place. When you can’t do away with the length, then what do you do?
By logical reasoning, long form videos which are segmented and give information about the content inside them should perform better right? You know what, they do, provided you know how to segment them aptly.
You don’t know how to get enough viewers or traffic to your videos
At the end of the day, whatever be the content of your long form videos, you want your intended audience to actually view it. You need people to watch it for the videos to be successful and for you to effectively share the information you so carefully prepared.
With textual content, it is easy. Using most SEO best practices, you should eventually be able to drive the right audience to your piece of content. If only you could do the same with videos, right?
You can’t think of more ways to make your videos interactive
You probably use annotations right now to create some form of activity within your videos. But for anyone to act on it, they would have to leave the video screen, which might not be the best thing. You would always want the audience to spend their full time and attention immersed in that video.
If you create an in-video engagement system, where they can say ask questions or subscribe to your feed or download a piece of content relevant to what’s in the video, then you are bound to see more people watch more parts of the video and engage higher with the video.
It’s time to change that
With VideoKen, videos are transformed and supercharged to their full potential, making them highly interactive, user friendly, and functional. Think of a book with an index. So much more easier to read than one without an index, isn’t it? This is exactly what we’ve done for videos – an index and a glossary that neatly summarize the contents of a video – and all of this is automatic, generated by the power of Artificial Intelligence!
The idea we are fostering at VideoKen is to make videos more transparent and interactive. We’ve built a product keeping in mind all the inherent problems with long form videos (as mentioned above).
Our AI powered video intelligence engine segments videos into topics and a user can easily navigate to any topic of their choosing with a single click. We’ve accounted for video discoverability, transcript search, and in-video call to actions. Another key thing for videos is data and we’ve made sure you have access to all the deep data insights you would need for your videos!
Our fundamental goal is to make video watching experience less cumbersome and more engaging, and looking at the response and adoption we are receiving, I say we are on the right path.