The Video Revolution is Here
When it comes to online marketing, video reigns supreme. Just a few years ago, a website video was a marketing luxury. Now, consumers have come to expect it, even demand it. The age of video is here, proven by the staggering growth of platforms like YouTube, which now reports one billion users.
And YouTube is just one of an increasing number of video platforms (i.e., Facebook, Instagram, Vine, Vimeo) that are dominating the digital scene.
Clearly, video has exploded. But can it grow business? In a survey of 600 marketing professionals by ReelSEO, 93 percent said they had used video content in 2013, with 82 percent saying it was effective in achieving their goals. Easy to believe when you consider that a video on a landing page can increase conversions by up to 86%. Why is video so effective? There are dozens of reasons, but here are five that, in my experience, explain its unparalleled power:
1. People Love Stories
Storytelling is basic to human nature. Think about it: We spend a huge part of our lives either conveying or absorbing a story -- whether we're chatting on the phone, watching television, reading news, visiting with friends, perusing social media, viewing a film or play, and so on. Storytelling is a universal language that transcends culture and time... it's how we learn, grow, and evolve as a species. In the digital marketing era, nothing maximizes the power of storytelling like a well-crafted video. It entertains us, engages us, moves us emotionally (when was the last time you teared up over a banner ad?). Video is the ideal storytelling medium ... truly, an essential branding tool for any business.
2. Video Draws -- and Keeps -- Attention
Experts say our attention span is shorter than ever – only nine seconds – so it is vital to engage potential customers quickly. Movement gets attention, and gets it quickly. Diode Digital found that, before reading any text, 60% of site visitors will watch a video if available. What’s more, video in an email marketing strategy is proven to increase click-through rates by up to 300 percent. Video breaks through the online clutter, consistently beating text in both attention and engagement ratings.
3. Video Builds Relationships.
Putting a human voice and face behind a brand or service gains the trust of viewers. It shows them what the company believes and how it thinks. Axonn Research found seven in 10 people view brands in a positive light after watching quality video content from them. If people trust you and believe you are credible, chances are higher they’ll buy from you.
4. Video Moves People to Action.
Effective video content inspires action. Just ask the folks at Kickstarter, whose website states that every one of their crowd-funded projects should have a video. As business expert Cameron Keng wrote in Forbes, “A video is the key to any successful crowd-funding campaign. It demonstrates your professionalism, and the public will interpret the production quality to be your trustworthiness.” That goes not only for crowd-funding, of course, but for any entity that wants to motivate an outcome. Video does it best.
5. Video Has Multiple Uses.
Video is not only powerful and exciting, it’s practical. Your video is an investment that can, and should, be used across multiple platforms. Place it on social media. Blast it in emails. Buy a digital ad and link it to your video. Show it at special events, such as a gala, seminar, or convention. Play it on a loop in a lobby or waiting room. Include it with press releases, press kits, and digital newsletters. Or, as one of my clients did, edit your web video down to a 30-second commercial for broadcast TV. These are just a few ways you can get the most from your video, making it the crown jewel of any marketing strategy.
Indeed, the video revolution is well underway, and for good reason. Only one question remains: Have you joined?
Christa Chavez is a principal of Kudos Image & Media, a video production company serving corporations and non-profits in the Orange County and Los Angeles markets. https://www.kudosimagemedia.com