We love video. In school, the days we could watch a movie or video on the current lesson were the highlights of the year.
On our days off, we could spend the entire day binging on our favorite Television shows if we or our spouses would let us.
Is it any surprise that more and more marketers are turning to video to promote their products and services? Text isn’t necessarily dead, but when’s the last time you heard of a great article going viral?
Here are seven reasons why, if you’re not using video in your marketing efforts, your business could soon be extinct.
Video Results in Better Message Retention
Many say we process visuals up to 60,000 times faster than text, though I’ve never been able to find the supporting study for this number.
But it makes sense, right? Before we ever learn to say the words “Mom”, “Dad”, or “bottle”, we learn to recognize each of them by sight.
If I tell you a blonde woman just stepped out of a red sports car, removed her oversized sunglasses, and is scowling at me as if I was something she just scraped off of her nude designer pumps – that actually conjured a picture in your mind, didn’t it?
You just turned my text into a visual representation. Video skips that step and gives you the visual and aural representation right away.
Not only that, but visuals stick in our long-term memory, ensuring better retention. According to one study, students were able to recall 72% of written material 3 hours after reading, but only 10% of that same information 3 days later.
Those same students retained 80% of information 3 hours after an illustrated (visual and verbal) lecture and 65% of that information 3 days later.
Google Loves Video
Since Google’s Hummingbird update in 2013, more emphasis has been placed on useful, quality content over keyword optimization when determining search rankings.
How does Google determine useful, quality content? Number of visitors, length of time spent on page, and links to your content. Video helps with all these.
And then there’s Youtube. The search function receives more search queries than Yahoo. Technically, that means Youtube rivals Bing for the number two search engine spot behind Google. You can argue that Youtube isn’t a “real” search engine, but that traffic is 100% real.
Not only that, but it’s becoming increasingly obvious that Google gives preferential ranking to Youtube videos in its search rankings. This makes sense, since traffic to Youtube also benefits Google.
A recent study by Digital Marketing Company aimClear found that video search results have a 41% higher click-through-rate than those with plain text.
If your company doesn’t have quality video content on Youtube that links back to your site, you’re missing out on some serious web traffic.
Videos Have Great Shareability
Social sharing is the digital equivalent of coveted word-of-mouth advertising. Not only is it free, it’s more powerful than any kind of advertising than you can pay for.
In 2012, M Booth and Simply Measured teamed up to study what type of content was shared on Social Media.
Among their findings:
- Facebook users shared videos twelve times more than links and text combined.
- Twitter users shared over 700 Youtube videos each minute.
- On YouTube, 100 million users took social action on videos per week.
Let me reiterate that this was in 2012. Traffic has grown exponentially since then.
Videos Have Better Return on Investment
The average production costs for video are higher than other types of content, but the difference in average returns is even higher. I’ve already told you about how much better retention, click-through-rates, and share rates are for video.
With that in mind, it shouldn’t surprise you that, in a recent survey of marketing professionals:
- Over 33% of large brands reported producing more than 100 content marketing videos each year.
- 71% of respondents indicated that their video content converted better than text or images.
- 86% reported very positive engagement rates from video.
- 69% indicated that video had been a good vehicle for lead generation.
- 95% confirmed that video was an important and valuable form of marketing content.
Videos Provide Better Metric Tracking
Because people don’t download video posts to share them but instead share the URL or embed the video within its player, all relevant metrics are tracked in the same place.
Take the Dollar Shave Club explainer video I shared in my post about writing a great script. Because it is hosted on Youtube, the views for that video will be tracked whether it’s shared on Facebook, Twitter, Google Plus, Reddit, Tumblr, LinkedIn, or embedded on a blog post like mine, all views will be tracked on Youtube. By contrast, a picture that I download from a website and upload wherever I choose will only be tracked for the one visit it took for me to download.
A major benefit of this is, rather than waiting on sales data to determine which of your products are garnering the most interest, you can track the metrics on video viewing to track which of your products viewers seem most interested in and focus your efforts there.
Viewers Spend More Time With your Brand
Text can be skimmed for the specific information for which a visitor is searching. Images can be glanced at and discarded.
With video, a viewer must watch each moment to collect information. If your video is good, they’ll keep watching even after they find out what they came to learn.
Video makes your audience slow down and absorb information at the pace you set and, as long as you don’t draw it out too long, will spend the time with your brand to absorb every bit of information that you give them.
Videos Have Better Conversion Rates
Allow me to reiterate: 71% of marketers surveyed indicated that their video content converted better than text or images.
And here are a few statistics from a recent survey of consumers by Animoto:
- 96% of consumers find videos helpful when making buying decisions online.
- 73% of all U.S. adults are more likely to buy a product or service if they can watch a video explaining it beforehand.
- 58% of consumers consider companies that produce video content to be more trustworthy.
- 77% of consumers consider companies that create online videos to be more engaged with their customers.
I don’t think it’s a stretch to say that these statistics are a result of
- Viewers spending more time with your brand
- Video resulting in better message retention.
When you send the right message to your viewers, and it’s getting through to them, your business is going to benefit. It’s that simple.
Now that you’re ready to make your own explainer video, may I suggest using the animated templates in Character City V1 or Character City V2? The easily customizable Adobe After Effects-based templates make creating an animated explainer videos a cinch!
Check out Character City and other products from VidAdBox to help maximize the returns on your online marketing investment!Tags: animated video explainer video Marketing Video Youtube Google Twitter Facebook