Today, we’re going to zoom out of the production and talk about exactly why videos are such a key element of any marketing strategy. After reading this through, you should understand more about how this learning experience is going to pay off in the long run. So let’s get into it.
The pandemic has built on a trend that was starting to emerge in the early 2010’s: people’s main entertainment platform is shifting greatly. A Google study showed that 6 in 10 people would rather watch online videos than TV.
Responding to this demand, all the main social media platforms have adopted a ‘video first’ approach. You’ve probably noticed over the last few years that, one by one, they all began to add ‘stories’ components to their sites. In a nutshell, it is now the expected norm to have a visual portal into the worlds of others, to experience their story, not just read about it.
You might not be too surprised to learn that this is also true in the digital marketing world. In 2018, an Animoto study showed that 93% of businesses credited gaining new customers on social media to video marketing. It’s also a hit with customers. Our increasingly interconnected world allows us insight into the minds of others like never before. Video is a huge part of this, with a Wyzowl study showing 84% of people were convinced to buy after watching a product marketing video. Again, why just read about something when you can experience it on screen, right?
Remember we talked about social media going ‘video first’ with short-form stories? Well, even YouTube, the video hosting platform, is doing this now. We’ve highlighted before how our attention spans are shrinking year on year, this is some major proof of that. But don’t worry, longer content does extremely well on the platform (especially with the introduction of live video), so the demand is still very much there.
The ‘quick fire’ approach is effective because it provides continuous visual stimuli to illustrate what is being said, without requiring you to read through a wall of text to get to the juicy pieces of info. We’re also very busy people, so if you can give someone more info in less time and provide them with visuals to demonstrate what you are talking about, why wouldn’t you?
But of course, some things need longer to explain. For all this talk about attention spans, it’s also true that 50% of all online video engagement is over 15 minutes. But even just talking about content over 3 minutes or so, remember this: if you produce good content, people will watch you. Longer form content is great for a deeper exploration of a topic or a super-vivid storytelling session. You might, for example, run a coffee shop and want to showcase how you are committed to connecting with your local community. A longer form video is the perfect way to tell this story properly.
Video is also a hit because it expands the creative possibilities available to you in terms of video marketing strategy. Want some humour? Add it. Want to create a certain mood with music? Add it. The emotional palette video offers is simply far larger than that of text alone. What this means is that you can develop a real ‘brand personality’ much easier, ultimately strengthening the connection between your brand and your potential customers.
In addition to actually showing how something works, you can have testimonial quotes on screen, helpful infographics, and animations. There are a whole range of ways that video can help you demonstrate your point in an interesting and vivid way. If you can entertain your customers and inform them at the same time, your video will stick in their memory and they will be more likely to consider your product.
One last thing to mention is how video allows your message to go further. Say someone watches your video and thinks it’s cool. Maybe they want to send it to a friend they think will like it too? Is that friend busy? Only got 5 or 10 mins to spare? No problem!
As we’ve seen throughout this, your video can use all sorts of devices to maximise content and impact, whilst minimising time spent. So, the busy friend doesn’t have to read a whole page, which can take time, but they still get all the information about your product they would need. Maybe they share it on social media too? The cycle continues!
I hope you learned something from this. If so, why not check out some of our other articles on content strategy, the importance of video in your content strategy, first impressions, and customer reviews?