The Joy of Six-Second Video.

Blink and you'll miss them. Over the past year, we’ve seen a significant rise in briefs, asks, and challenges to produce 6-second versions of our ads, videos, and commercial concepts.

Our clear advice, don't treat it like a traditional "cut-down".

It seems natural to clients that a 6-second video would be similar to a 15-second lift or edit from a 30- or 60-second commercial. However, our experience tells us that’s not the case.

In scripting and designing 6-second videos, we've found they are extremely compelling and effective if we approach them as original elements and brief them more like Out Of Home billboards or consecutive page print.

Since consecutive page elements are more rare, we’ve been taking the OOH approach and the results really deliver for our clients. Below, we’re sharing 4 recent examples from different categories and how these original :06 video elements, in combination with their longer form counterparts helped round out integrated marketing campaigns.

1. TERVIS Tumbler Company - "Fill This. Not Oceans." - :06 VIDEO

Our “FILL THIS. NOT OCEANS.” integrated campaign increased awareness and sales for Tervis Tumbler and their commitment to sustainable products. This 6-second Instagram "square" version shown below, simply breaks apart the campaign line and gives it new life with video assets and custom animations. The 6-second version quickly became one of our clients favorite ways to find new audiences and drive them to the Tervis eCommerce site.

2. RICH PRODUCT'S - "Stretch Your Imagination." - :06 VIDEO

Rich Product’s is a leader in foodservice cakes, icings, doughs, and sweets. Our team works with their digital team and their culinarians to produce hundreds of recipe videos that target foodservice directors. These original, 6-second teaser videos run on their organic and paid social channels to drive traffic to the long-form recipes. This video below is built to loop on Instagram, so the start frame and end frame are exactly the same.

3. Milkadamia - "There Was Fire" - :06 VIDEO

Our long form videos for milkadamia raised awareness for their campaign against the use of Palm Oil and have been featured in editorial placements with hundreds of thousands of views. Adding a 6-second cut down, served as an “mini-ad” for the long-form content. Here’s an example that really works like a 1-2 punch with a teaser opening line, a compelling closing line and the ultra simple, “Learn More,” call to action.

4. ATI Physical Therapy - "Right In Front of You" - :06 VIDEO

In our last example, we see how our client, ATI Physical Therapy uses :06 video on YouTube, Google, and Facebook Network to drive traffic to their online appointment generator. These brightly colored, fast paced videos prompt viewers to think differently about Physical Therapy and consider PT for back pain instead of traditional solutions like chiropractors or massage. The branding in the corners carries through all ATI elements.

Got it? Of course it's easier to say than do, but here are some keys to keep in mind:

1. Treat :06 Video more like OOH and keep it simple. Two short copy lines at the most.
2. Introduce the core idea fast and up front, and let the viewer decide if this is for them. Remember you're interrupting their moment. Make it worthwhile or move on.
3. Make sure the branding elements come through early and often. People scroll at light speed. You have to interrupt them. Don't be shy.
4. Like always, context matters: If the logo is on the social post, do you need to reinforce it with the video? Use the medium to your advantage, especially when it comes to action buttons.

According to our recent element lists, the 6-second ad is here to stay. We’d love to hear your comments, thoughts, and find new opportunities to energize this media.

KUZMA& is a creative agency in Chicago, driving growth for clients in Foodservice, Health & Wellness, and Plant-Based CPG companies.