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My sister said my 30 second ad felt like a car commercial, so I cut it to 12 seconds
I run a small candle shop in Tucson and last year I made a 30 second ad for my fall line. My sister watched it and said "this feels like a car commercial, I'm bored by second 8." That stung but she was right, it was all wide shots and slow music. I recut it to 12 seconds with a close up of wax pouring in the first 2 seconds, and it got 3x the views on Instagram. Has anyone else had a family member give them brutal feedback on their ad that turned out to be spot on?
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phoenix_thompson47d ago
I heard a marketing guy on a podcast say the average viewer decides to keep watching a video in under 3 seconds, so front-loading the good stuff is key. Your wax pour in the first 2 seconds probably hooked people right when their thumb was about to scroll. That matches what happened with your 3x jump. My cousin runs a bakery and her husband told her the same thing, that her 30 second clips dragged, so she chopped them down and the shorter ones did way better. It stings hearing it from family but they are usually the most honest people we know. The car commercial thing makes sense too, wide shots and slow music just feel like background noise now.
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