When looking at the various methods of engaging users online, there are three types of media that you can use to catch their attention. The first is through text, imagery and finally video. While the first two have always been a viable go-to media types, the fact is that online audiences are skipping over traditional “print” ads in droves. Replacing them at a breakneck pace is video marketing, which this year will far surpass any other type of advertising on the internet. Let’s break it down.
By the Numbers
- As of this year, video content is 74% of all online traffic
- 76.5% of video marketers have said that video has directly impacted their business
- 60% of online marketers plan to invest more in video advertising in the future
- Up to 4 times as many consumers prefer video over text or images
- Simply using the word “video” in an email increases the click-through rate by up to 65% and the open rate by 19%
- Cisco predicts that video marketing will take up over 80% of all traffic in the next two years
As you can see, the data is showing a clear advantage to those who use video over traditional marketing methods. Also, this trend will only continue to go up, so if you are looking for the “next big thing,” then video is it.
But why is that the case? What is driving this trend through the roof? To better understand the reasons for video marketing’s dominance on the online landscape, let’s take a look at the biology behind it.
These days, our eyes are inundated with images and text on a near constant basis. Print ads are everywhere, from buses to billboards to our smartphones. Speaking of phones, we send potentially dozens or hundreds of texts every day, which means that we spend a lot of our time reading.
So what does this mean for advertisements? To put it simply, they don’t grab our attention. Since there is so much static information out there, our eyes and brains only focus on things that matter to us. Over time, we have become so accustomed to images and text that it is super easy to scroll past them and ignore them completely. Video changes all of that. Our eyes react to movement, so by having a video you are more likely to get the customer engaged. Not only that, but video can allow you to do so much more than a picture or text ever could.
Example: Recipe Videos
You’ve probably seen one or two or more clips of someone making something from scratch. Pouring ingredients into bowls, mixing them, and then cooking the result. The reason that these clips are everywhere is that it is far more exciting and tangible than reading a recipe. It makes the experience much more visceral, which is why it gets shared far more often.
Keep in Mind
Overall, video enables companies and marketers to reach their audience in a new and dynamic way. Still, there are some key points to follow to ensure that you don’t lose your viewers before they get to the point of your ad.
Stay on target: don’t fill video with unnecessary fluff
Keep it simple and short: no long pauses or cuts
Don’t make them read: if you use text, make it interactive or simplistic
Keep it interesting: remove all of the boring details and focus on what really matters
Call to action: what do you want the viewer to do with this information?
As for length or production value, don’t worry about that kind of stuff. You’ve probably seen plenty of viral videos that were shot on a cell phone, so don’t assume that you need a whole studio to get your point across. Also, a 15-second video can be just as effective as a 30 second or minute-long one, as long as you keep your audience engaged.
In the end, video marketing will continue to be the best way to reach new audiences and expand your brand across the web. As such, now is the perfect time to start coming up with new video ideas and sharing them on all social media platforms.