If you are making online video, remember only a fool breaks the six second rule.

Six seconds is all the time it takes to capture your customer.

That’s a little bit more time than the time it takes to say “she sells sea shells on the sea shore.”

Google’s research suggests that it is the amount of time most video makers have to catch someone’s attention with the power of sight, sound, and motion—and give them an opportunity to choose to invest more time if they love what they’re seeing.

L’Oréal Paris have figured this out. They who conveyed the core benefit of Root Cover Up Concealer Spray in under six seconds – and got outsized response as a result. These ads drove great results across key customer segments and over 10 million views of their videos.

Posted in: Infographic of the day