04 Mar Why Use Video Marketing?
Videos are the wave of the future. If a picture says 1000 words, a video tells the whole story. Actually it is better than a story. The brain can fill in the gaps and elaborate with its vast imagination. YouTube is now the 2nd largest search engine on the Web. Why? Because people like to find video answers to their questions, as opposed to searching pages and pages of text. So, all you need is 30-45 seconds and good images and you’ve just engaged your audience. What I’m finding is that videos that are placed on a web page will help entertain traffickers to that website to stay and watch — building a good score on the search engines, over time, which is vital to reduce the bounce rate and increase the time spent.
Too few organizations use video effectively as a promotional tactic, and most don’t even think of video at all, except for YouTube. Video has the twin advantages of being highly viral and extremely mobile (think iPods). Any PR practitioner who fails to include video as a tactic is unnecessarily limiting the promotional campaign’s ultimate success.
Some Facts about Videos:
- Did you know that adding video to your website makes your site SIX times more likely to convert a “browser” into a paying customer? This was the result of a recent study by Forrester Research.
- The same study showed that only TWENTY percent of web visitors will sit and read the majority of the text on a website, but EIGHTY percent will sit and watch the same content when presented in the form of a video.
- A company web site is also FIFTY times more likely to be ranked on the front page of Google if it contains video.
- Online video is becoming a must for any business with a serious online presence. According to an estimate, by 2012 if a website doesn’t contain video content it won’t feature on Google’s first page of search results. Video is an incredibly powerful medium that can engage the viewer in a far more memorable and effective way than text or images alone. As pointed out by Franklyn, statistics back up the fact that users will spend longer on pages that contain online video versus those that don’t.
- According to Comscore, retail site visitors who view video stay two minutes longer on a site on average and are 64 per cent more likely to purchase than other visitors.
It’s about harnessing the unique qualities of the video medium – to convey the atmosphere and emotion of a story, the human dimension – rather than simply duplicating the factual content that you already have in the text of your brochure or website. It has to add something.
Once you can see the whites of someone’s eyes – whether it’s a customer testimonial or a passionate, un-scripted interview with a Chief Exec – you are really unlocking the power of what video, and only video, can do.
Video needs to be extremely creative and it is essential to give a good focus for graphic design and concept realization. Know how news can be an excellent resource for graphic designers and internet marketers.
Video marketing works, and it works better than most other forms of social media, both in terms of Google ranking, time to front page of Google, audience size (real audience as opposed to Facebook friends!), and actions taken as a result of the video. Video works best where it provides the creative glue that knits campaigns together, for example when you can get a video on Youtube and then post it into Facebook and get others to use it as well and then it gets tweeted about and is circulated onto other sites.
However, Video doesn’t work well where it doesn’t match the markets/viewers needs/expectations, it isn’t informative or entertaining and in short where basic mistakes have been made right at the start.
Video marketing is extremely efficient, but it sounds clichéd to say that what matters is the content. By this, I mean that given the new age, videos need to be quick and to the point; there needs to be an effective catch phrase to receive immediate attention. Statistically, the videos that are effective to the new generation are videos with fast, moving, and short clips. This is seen with effective TV ads, and more importantly, movies, ie., action, comedy, etc. These involve quick shots.
The preoccupation with YouTube has led practitioners to overlook other video-sharing sites such as Vimeo, Veoh, DailyMotion, YahooVideo, Revver, VideoJug, Break, LiveVideo and even Flickr. Few bother to submit their content to the video search engines, such as Flurl, Veoh, Truveo, Blinkx, fooooo (//en.foooo.com), Pixsy, Clipblast, Metacafe and VideoSurf—or think to purchase ad placements in their results.
The more you tell, the more you’ll sell… So why isn’t your site full of videos?
A video works in the right hands. There are so many beautiful/inspirational/well organized videos that we watch everyday that our expectations of video have skyrocketed. It’s not enough to just sit in front of a cheap camera and babble about what you think people should listen to.
If you want to do video marketing right, get a qualified team to make a story board, use the right equipment and help you design your ideas so that they appeal to prospective visually.
Seeing is believing. Marketing with videos, video emails, and teleconferencing is on the increase. Marketing your product, service or self with emails are only viewed 20% of the time. A video email is opened 75% of the time and viewed 85% to completion depending on the content and the quality of video. People remember pictures and images long after they have viewed the content. It’s like a good book, the words produce a story, the story produces an image. The video tells the story in a shorter time frame. Say you are grandparent and your grandchild is having a birthday party, would you rather read about his birthday party or see it in a video? Better than video emails, how about video conferencing? How about seeing it live and hearing what is going on? These tools are readily available, so why not make use of them?