So you probably already know the market is saturated with video content. And as a company, entrepreneur, or influencer, it's not just your competitors you have to worry about. You are also vying for your potential customers' attention. And in turn, I'm vying for your attention, so let's dive in....
1. RESEARCH CONFIRMS: VIEWERS REMEMBER VIDEO CONTENT
There are certain scenes from movies like Jurassic Park, Pulp Fiction, or Titanic that you can visually remember. But what if we take out special effects? You might remember footage of the fall of the Berlin Wall or the OJ Simpson verdict or Simon Biles taking home the gold. Why? Well our primal instincts were built for survival. And though we aren't necessarily facing death everyday, we are still primates, looking for the simplest way to retain information.
Take this blog for example. If it was longer than 5 minutes, your subconscious might say "this is not essential to my survival", though it might still contain important information. Just as you are reading this, you are seeing the shapes of letters, forming words, and translating them in your brain to catalogue the information I'm conveying.
However, just like the old saying goes ‘an image is worth a thousand words’. Video can contain so much information in such a short amount of time (and sometimes we get 24 - 120 "images", or frames, per second!). And it can be exciting! Tell a good story and your content is much more likely to be remembered.
2. VIDEO CONTENT INCREASES TRAFFIC
If you want to get people to your website, video is probably the best way to go. Research shows that businesses that use video to promote their new products or advertise their services can see an increase of over 40% in organic traffic when compared to their competitors who don't use video content (*Entreprenuer.com 2018). And it gets even better if you are hoping to turn those website visitors into consumers! Forbes Magazine writes 90% of consumers indicate product videos directly inform their purchase decisions (*Forbes Magazine 2018)
Here are some more quick stats about video content and web traffic:
YouTube is the second most popular website after Google. (Alexa)
By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
59% of executives say they would rather watch a video than read text. (Wordstream)
78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
Mobile video consumption rises by 100% every year. (Insivia)
6 out of 10 people would rather watch online videos than television. (Google)
Users view more than 1 billion hours of video each day on YouTube. (YouTube)
72% of customers would rather learn about a product or service by way of video. (HubSpot)
Snapchat users watch 10 billion videos each day. (Mashable)
More than 1 billion videos are viewed on TikTok every day. (MARKINBLOG)
Video campaigns on LinkedIn have 50% view rates. (LinkedIn)
3. VIDEO CONTENT HAS A GREAT ROI
This is the best part about video by far. If you are able to covey the right message to your consumers, and get them to see it, your profits are endless. A well-made video never dies. Take that Hershey's Kisses Commercial you see every year at Christmas time, where the little chocolate pieces ring like bells to the tune of "We Wish You A Merry Christmas". It's been running since 1989. And how about that Tootsie Pop commercial where the boy asks the turtle "How many licks does it take to get to the center of the Tootsie Pop?"That's been on the air since 1968 (and we still don't have an answer).
Even if you're not a company with a large budget, a video can made to tailor any budget these days. Find the right producer and collaboratively get creative on how to make the best content for your niche (tips on finding the right producer here). Once the content is complete, it can be easily accessed on all social media platforms, making it the most practical way to have a real-time connection with your target audience. Influencers have capitalized on this and there's no reason that you and your organization shouldn't either.
4. VIDEO IS THE BEST WAY TO EVOKE EMOTION
Audiences relate to stories that are simple to understand and evoke an emotion. The best stories are the ones that can do both of these things in a short amount of time. Humans are looking for simplest way to consume vital information as quickly as possible. Emotions can lead viewers to take action, hence the "call-to-action" at the end of almost all promotional content.
But you have to start off with creating an emotion in your target audience. Because video has the power of grabbing two of our five senses, sight and sound, it is a powerful way to influence our other senses. Take for example, creating a video about food. The site of a delicious pizza, combined with the sound of the toppings sizzling in the oven, might make your mouth water. Hours later, you don't know why you are craving pizza for dinner.
Of course evoking emotions in our target audience may not just be about promoting a product or service. A call-to-action can be a public service announcement, influencing the viewer to vote on legislation, or inviting the viewer to think differently on a particular subject matter. Videos have proven to do it all.
5. IF YOU DON'T HAVE VIDEO, YOU'RE BEHIND THE TIMES
As I've stated before, most of my clients come to me with some understanding about the importance of video content right now. Though I don't think this needs an explanation, this can't be overstated enough: content is king. If your content isn't out there, no one will know who you are, and your competitors will take your clients. Even as a producer, I have lost jobs due to the lack of content on my page. I get it, life gets extremely busy. I'm happy to say that I have finally been able hire outside my company, freeing more time for myself to focus on marketing my videos. I would suggest you do the same. If you're not making video content, partner with a producer and start putting yourself and your company out there.
In conclusion, if we combine the visual recognition, viral statistics, ease of accessibility, investment value, and the emotional nature of video content, this art form stands out as the smartest way to approach marketing today and in the future. You have a great message and video will help you tell your story.
Ready to start making your content? Reach out to me and mention this blog! Text 415-580-2066 or email at firstname.lastname@example.org.