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The Five Second Challenge: Creating Videos That Don’t Get Skipped

The Five Second Challenge: Creating Videos That Don’t Get Skipped

Video content is such an essential part of today’s marketing mix. People enjoy video content and consume it heavily, whether that’s through social media, YouTube, or even website embeds. However, people are also incredibly impatient. A video needs to capture its audience almost instantly – certainly before YouTube’s Skip button kicks in at the five second mark.

Google, which owns YouTube, has released a series of recommended best practices to help companies create compelling videos. The first is to go lightly with brand names and imagery such as logos unless they’re on the product being shown. Most jewelry isn’t visibly branded, so the takeaway here it to keep the logos for after the five second mark.

Next, don’t be afraid of strong emotions. Humorous videos are the most popular, followed by clips that are either suspenseful or sentimental. Look for funny ways to announce sales events, spotlight your merchandise, or otherwise capture customer attention. This is especially relevant when you’re trying to reach the self-buyer who may not be familiar with your brand. The bridal and romantic marketplace is obviously ideal for a sentimental tone – the trick here is to find something that stands out from the crowd. Remember, there are a million different love stories out there!

Finally, make music work for you, rather than against you. The vast majority of videos are watched without sound, so make sure your concept and key ideas are communicated effectively in silence. That being said, videos with unique, distinctive music, such as the dubstep Mountain Dew chose for a recent hit campaign, outperform those with more expected soundtracks. The takeaway: if you’re going to use music, make the music matter. Google recommends a mix of silent and sound-enabled videos for best results.

The five second skip button definitely presents a challenge for jewelry brands, but it’s not an insurmountable hurdle. Jewelry is inherently visual. Take advantage of that fact, as well as Google’s best practice recommendations, to create new videos that help you capture and keep customer interest. Then share them with your partner retailers to increase your brand’s visibility and reach.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office