When looking at the various methods of engaging users online, there are three types of media that you can use to catch their attention. The first is through text, imagery and finally video. While the first two have always been a viable go-to media types, the fact is that online audiences are skipping over traditional “print” ads in droves. Replacing them at a breakneck pace is video marketing, which this year will far surpass any other type of advertising on the internet. Let’s break it down.
By the Numbers
- As of this year, video content is 74% of all online traffic
- 76.5% of video marketers have said that video has directly impacted their business
- 60% of online marketers plan to invest more in video advertising in the future
- Up to 4 times as many consumers prefer video over text or images
- Simply using the word “video” in an email increases the click-through rate by up to 65% and the open rate by 19%
- Cisco predicts that video marketing will take up over 80% of all traffic in the next two years
As you can see, the data is showing a clear advantage to those who use video over traditional marketing methods. Also, this trend will only continue to go up, so if you are looking for the “next big thing,” then video is it.
But why is that the case? What is driving this trend through the roof? To better understand the reasons for video marketing’s dominance on the online landscape, let’s take a look at the biology behind it.
These days, our eyes are inundated with images and text on a near constant basis. Print ads are everywhere, from buses to billboards to our smartphones. Speaking of phones, we send potentially dozens or hundreds of texts every day, which means that we spend a lot of our time reading.
So what does this mean for advertisements? To put it simply, they don’t grab our attention. Since there is so much static information out there, our eyes and brains only focus on things that matter to us. Over time, we have become so accustomed to images and text that it is super easy to scroll past them and ignore them completely. Video changes all of that. Our eyes react to movement, so by having a video you are more likely to get the customer engaged. Not only that, but video can allow you to do so much more than a picture or text ever could.
Example: Recipe Videos
You’ve probably seen one or two or more clips of someone making something from scratch. Pouring ingredients into bowls, mixing them, and then cooking the result. The reason that these clips are everywhere is that it is far more exciting and tangible than reading a recipe. It makes the experience much more visceral, which is why it gets shared far more often.
Keep in Mind
Overall, video enables companies and marketers to reach their audience in a new and dynamic way. Still, there are some key points to follow to ensure that you don’t lose your viewers before they get to the point of your ad.
Stay on target: don’t fill video with unnecessary fluff
Keep it simple and short: no long pauses or cuts
Don’t make them read: if you use text, make it interactive or simplistic
Keep it interesting: remove all of the boring details and focus on what really matters
Call to action: what do you want the viewer to do with this information?
As for length or production value, don’t worry about that kind of stuff. You’ve probably seen plenty of viral videos that were shot on a cell phone, so don’t assume that you need a whole studio to get your point across. Also, a 15-second video can be just as effective as a 30 second or minute-long one, as long as you keep your audience engaged.
In the end, video marketing will continue to be the best way to reach new audiences and expand your brand across the web. As such, now is the perfect time to start coming up with new video ideas and sharing them on all social media platforms.
In today’s digital market creating video content your customers will love is a sure way to give your product a considerable boot. With the versatility of the video medium, this is a great way to draw in new customers as well as making a deeper connection with existing ones. It is also key to understand that most marketers identify video content as some of their top performing digital assets. So, let’s look at a few simple steps you can take when approaching the idea of making video content for your customers.
Stay on Brand
Weather you are making a video with the intent to draw new customers to your base or maintain and inform the customers that you already have. You need to be sure that no matter what kind of video it is that you decide to make that it stays inside the realm of the topic that you are marketing. If you are talking about products that you do not offer or things that have nothing to do with your brand you are hurting your keyword SEO. As well as turning off your viewers’ interests instead of turning them on. Sticking with content that is in your market not only holds your customers’ interests. It also improves the chance that they will return regularly to seek out more videos and blogs about other relevant topics that you post about.
Stay on Script
The script is the key to making a successful video. When you make a video you need a plan that keeps you on task and helps to avoid repeating the same things over and over. To ensure that you do not forget specific information that was key the reason you made the video in the first place. A script will help with both the pace and the overall quality of the video and more importantly it will save you headaches in the editing portion of the video creation phase.
When writing a script keep your buyer’s persona personality in mind. You want to convey your information in a way to keep your customers attention and still feels natural. Reaching out to your audience with video and connecting with them gives your brand a face that they can associate with your products. By using keywords in a natural fashion and speaking in the same manner as your targeted audience. This will make them feel as if they know you or at least can relate to you and your products. This can help to create long lasting and powerful connections between your customer and your persona.
No matter what your brand is, marketing is essential to ensuring that you can build and cultivate an audience of engaged users. As the world becomes more connected online, marketing strategies have followed suit, meaning that digital advertising is now the number one form of marketing, surpassing traditional outlets such as print and television. This trend will only continue as mobile devices and electronics continue to become more widely available.
However, not all online marketing is the same. As a general rule, there are three ways to reach your customer with content. First, you have text, much like what you’re reading right now. This can be in the form of blog posts, social media blurbs, and white papers. Second, you have image marketing, which is usually tied into text or used on its own. The popularity of sites like Facebook and Instagram show how well images can build your brand. Finally, you have video. When comparing all three methods, video is by far the most useful way to market your brand? Why? Let’s break it down.
As a species, we humans are visual creatures. We react and interact with our world mostly through our eyes, which is why we respond to visual cues much better than anything else, such as smell or hearing. Video taps into this core process of our brain and engages us much better than anything else. Text requires you to focus your attention and read, and images can be scanned and ignored. When you think about it, how often do you stop to study a photo that you like online? Simply put, video attracts our attention because it is pictures in motion, which activates our brains much better than any other kind of stimulus.
The data backs this up as well. When looking at a video site like YouTube, you can see that viewership has only increased in recent years. Despite being just over ten years old, the site has over one billion users engaged every month. That’s a lot of potential customers. Even more importantly, younger people are watching videos online at a far greater rate, which again confirms that this trend will only continue. Among the 18-34 demographic, viewers are watching more online content than any television or pay-per-view channel.
Part of this increase also has to do with the fact that mobile devices are so ubiquitous these days. In fact, nearly 40% of all video content is watched on a phone or tablet. As we become more connected on the go, we can watch clips and videos much more easily than ever before.
Video Content and Your Brand
So what does that mean for your business? It means that you need to invest in video marketing ASAP. Last year, companies spent over eight billion on video marketing, and even back in 2013 there were nearly six billion hours of content watched on YouTube alone. Overall, video marketing is king. Sure, you can tie it in with your current SEO strategy and digital content, but if your brand is not utilizing video, then you are missing out. Here are some of the main benefits of video over text or images.
Build Trust: Testimonials are far more trustworthy than a random text review
Engage Curiosity: We are more likely to click a video if we think it’s something unique or exciting
Build Confidence: Video shows more engagement from your company, which can help strengthen relationships with your customers
As you can see, there is no reason that you shouldn’t be making video marketing the next step for your digital campaign. You can quickly increase traffic to your site and social media pages, and you can also build a better ROI on your marketing budget. The numbers and the science don’t lie; video content is king.
Everybody knows that content is king for marketing. But as more people want different ways to see and engage with content, visual and engaging content is becoming increasingly important. If you want to maximise your engagements and leads using visual marketing, here are three things you should keep in mind and make sure you follow at all times.
This is the Year of Video Marketing according to Digital Information World. And, plenty of others sing the same tune as the stats and facts stack up in favor of incorporating video into marketing strategies. In fact, the pull of this format for audiences proves so strong that without it, you are left in the dust of the stodgy past.
In the last decade, the digital landscape has changed significantly. People are phasing out desktop and laptop computers and instead, are picking up their mobile phones and tablets. What’s more, the way people look at content has changed dramatically. Video marketing has stamped itself as the wave of now and the foreseeable future.
Companies across the globe have recognised its prominence on social media platforms and are seeking to capitalise. Large companies continue to invest in its future, coupled with advancements evolving on various social media channels to integrate new video options.
These videos are utilised in ways to build brand loyalty. Always looking for avenues to reach their target market, everyone from the Mom and Pop shop down the street to multi-million dollar corporations is realising the benefits that come from video advertising. They reach their customers and potential customers.
The simple exercise of creating a video and posting it is not the answer, however. Millions exist on social media. What can you do to “stand apart” from your competition? You want to create content that is engaging and will prompt your target market to action.
Use video as your marketing friend. It is a tool, one that can educate the viewers. Additionally, your videos should entertain, capture the viewer’s attention, and form a persuasive case for your brand.
The ideas that are formulated prior to the video production are important, this is common sense. How to create a video that will stand alone and stir the interest of your target market is what we are interested in.