- When we launched our production company in 2014, one of the first things we did was build up our Facebook channel. With over 20,000 followers it became a great test market for our videos. This meant posting a minimum of 7 to 8 times a day. Spending this much time on the site enabled us to see which videos people were engaging with.
A big trend became apparent in 2015. Adding text to videos. This first popped up on news channels like NowThis and BuzzFeed. Popular news and lifestyle stories were relaunched after adding music and text.
In December’s blog paws for thought I talked about the popularity of animal videos. NowThis also realized this was a great way to create engagement.
Adorable "dog train" takes puppies out for a rideWe’re counting down our top 10 fan favorite videos of 2015 — here's #4!
Posted by NowThis on Sunday, December 27, 2015
This video was originally broadcast in September 2015 on local and then national news stations. It received over 150,000 views on YouTube. In December of the same year NowThis picked it up and added text and music. Their version got over 2 million views
Since December it has been shared on Facebook by a number of sites and as of today it has over 7 million views.
The creative use of text and coloured font serves a number of purposes. First it gives you a strong and recognizable brand identity. Second you can create an attention-grabbing headline. This is important because according to the National Centre for Biotechnology Information, viewer engagement needs to happen in the first 10 seconds of a video in order for the viewer to keep watching.
“…the average attention span in 2013 was 9 seconds , one second less than the attention span of a goldfish.”
– National Centre for Biotechnology Information
Third it gives the viewer the choice of absorbing the content without sound.
Video with text has become mainstream for news organizations and has spread to lifestyle content like recipe videos. Text allows for the footage to be sped up and the content can still be easily absorbed.
What started out as a trend has now become essential. If you want to reach the largest audience possible you need fun graphics, colourful text and great headlines. This will grab and keep the attention of the viewer.
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Posted by eztvonline on Tuesday, September 13, 2016
When creating your video make sure to watch it without sound and see how the message plays. Have fun with the text. Use varied fonts and play with size and colour. You don’t always have to be literal when translating the voice over. Text can be used to highlight your main points.
Engaging content is key in this fast paced competitive online world. If you want to grab the attention of your audience, use your words.