As marketers find innovative methods to attract and delight audiences, video content is becoming the ‘go – to’ medium to rise above and cut through the noise.
In this piece we will cover in-depth video marketing benefits, right from a brief introduction of video, video marketing statistics, why it’s so powerful and why you should be using video content.
We live in a visual world that’s packed full of shapes, colours and textures which range from the deepest green of a forest canopy to the electric blue of a fluorescent city billboard. Our brains have evolved to decode the rich visual nature of this planet at an incredible speed.
Within this super-response biological context of visual processing, it’s no surprise that the internet, as the world’s biggest source of information is in the midst of a ‘video revolution’. Video has been commonplace on the internet for over a decade but thanks to faster internet connection speeds for both desktop and mobile, video has continued it’s slow and relentless progress right to the very top of the content ladder.
But why not choose other content formats? What makes video marketing so beneficial? Read on and learn about the exciting benefits and applications of embracing video for your marketing strategy. Vive la revolution!
Rigorous and consistent investment into various forms of video, including short-form animation-type videos, longer tutorials, adverts, etc, yield ROIs which far exceed that their all-text counterparts.
Marketers who make use of video content can grow revenue 49% faster than non-video users and in 2018, 52% of marketing professionals worldwide name video as the content which exhibits the best ROI. Video content which includes calls-to-actions receives on average 360% more clicks.
90% of information in the brain is fed directly from the optic nerve and we process this visual information 60,000 times faster than text. Sight is the most efficient component of our sensory biology.
Text is still an important component and it compliments video content but when both formats are available on the same page, 72% of people prefer to use the video to learn about a product or service.
There are some cofactors to using video alongside text, by optimising your videos placement and using an engaging thumbnail, you can increase the likelihood of someone clicking on your video by 30%.
Video content offers tremendous advantages for mobile browsing as text requires us to zoom in, scroll or squint whereas videos often autoplay with minimal physical interaction. Videos are simply easier for us view, digest and interact with, especially considering that users are increasingly using mobile browsing and are overlooking text completely in favour of video content.
Make video part of your customer acquisition strategy to leverage additional marketing channels and content types, helping you to rise above the noise. These include Facebook Live, YouTube, Instagram Stories and Snapchat and many more!
Engaging users is vitally important as otherwise, their concentration will quickly wain and they’ll simply click off the site. Videos are highly engaging, enabling you to reduce bounce rates and increase the time users spend on your site.
Video can quickly portray key product and service information, which makes your message easy to understand and enables you to easily convert users into loyal customers.
At its core, an advert is a means of communicating a service, announcement, message, product or event so in a sense, visual advertising has been a component of human society for several millennia – ancient cave paintings are adverts that communicate visual information.
Videos, however, are a distinctly modern creation and have become an increasingly important form of media over the century.
Videos create a means of capturing information in a medium which is most easily understood by the brain. The old term ‘a picture is worth a thousand words’ certainly rings true on a cognitive level and Dr. James McQuivey famously applied this figurative comparison to video by stating that based on the 30 FPS of most videos, a 60-second video must be worth 1.8 million words.
Though impossible to quantify, we do know that the human brain extracts visual information some 60,000 times faster than it can extract textual information and that our memory of visual information is greatly enhanced compared to that of writing. We’re actually able to recollect thousands of details about short videos and images which we’re exposed to in just one sitting.
Videos can be watched with or without sound and captioning or subtitling every video you make is wise to cater for the occasions when listening out-loud is not possible. When a video is watched with audio, its communicative power can be enhanced with narration. The human voice can lock in our concentration guide us through a content-driven experience.
The communicative power of video has taken the marketing world by storm and the stats that back up its effectiveness continue to stack up – everything indicates that the video revolution is in full swing. Like any revolution, then, do you move with the prevailing winds of change or sit on the traditionalist values of conservative resistance? Of course, the latter option has no place in our digital age – the only way is forward and marketing teams which adopt video now will likely yield positive results for years to come. Video recruits our most efficient sense, heightens our concentration and captures our imagination. Text really is struggling to compete so let’s face it, if you’ve made it this far through this article then give yourself a pat on the back – your internet attention span really is made of the strongest stuff!