Video Isn’t Just Popular, It’s Crucial
by Clare Richards
“We have so much time and so little to see. Wait a minute! Strike that, reverse it. Thank you.” - Willy
Video: It's Not Going Anywhere
Believe it or not, there was a time when video was not at the forefront of every organization’s marketing strategy. “No one has their computer’s sound on at work - they won’t watch video,” people said. Well, the tide has certainly shifted. Blame it on our ever-shortening attention spans if you’d like, but video has only grown in importance. And by the way, 85 percent of Facebook video is watched without sound and captioning is commonly used to highlight the video's content, so there's really no excuse for ignoring the potential of video. Let's take a look at a few video marketing trends and statistics.
There are many ways for companies to connect with potential customers, but we know that 54 percent of consumers want to see video from brands they like. We also know that Millennials are very comfortable with video. The good news is that Google likes it, too. Studies show that sites with video content have a higher chance of appearing on the first page of a Google search.
Sharing, Caring, and Conversions
Videos are shared more frequently than other types of content. Facebook, Twitter, and other social media platforms have made it incredibly easy to share video content. Some folks may not love Facebook’s auto-play feature but it does lead to a greater likelihood of catching someone's eye and enticing them to watch the full video.
Wondering about the effectiveness of video in email marketing? Video in email tends to increase the click-through rate of that email - sometimes double the rate of marketing emails without video.
It Won't Kill Your Budget
Another benefit of producing video content? Lower-than-ever production costs. There are countless low-cost (or even free) tools available for video editing. Consumers are generally open to viewing video content of all kinds - it doesn’t have to come with Oscar-worthy production values. You might even consider live video as part of your marketing plan. Live feeds have been trending upwards for the past year or two.
A few tools you might want to check out:
You'll Laugh, You'll Cry
There are countless statistics proving that video is effective. However, don't forget about the mushy stuff that you can't measure: feelings. Video allows you to make an emotional connection with your audience, and it's hard to put a price on that. A few years ago, Purina came out with a series of funny videos. I watched this one more
Whether it's a dog food commercial or a live feed from a trade show, you have countless opportunities to connect with your audience through video. The statistics show that your audience wants it. It's up to you to deliver!