Why Video Marketing Works (With the Statistics to Back It Up)

Feb24

Video Marketing works. It’s been proven that it’s not only engaging, but more engaging and effective than other mediums. Companies know they should be working with video, but haven’t taken the steps toward making a plan or even research the potential returns on this investment.

That’s why we’re here to push you in the right direction. Here’s why video marketing works.

Stopping Power

According to Diode Digital, video promotion is 600% more effective than print and direct mail combined.

Even with the best copy you can possibly throw together, video has been proven time and time again to be more effective than print in terms of information retention and engagement. While watching video can be considered passive, it’s an effective way to drive home your business’ message and personality in a way that visitors can relate to. As opposed to scanning text or an infographic.

Brafton reports improvements in bounce rates as high as 34% when implementing a video content strategy with 70% of customers reporting improved ROI.

Print and direct mail have their place as informative and cheap solutions for dispersing information, but it can’t compare when going toe-to-toe with video. The initial investment may be a hard pill to swallow so that’s why careful planning with an agency and a solid/detailed content strategy will help put things into perspective.

Buying Power

90% of customers shopping online prefer products with video attached to them than those without.

Something as simple as a demonstration or informational video builds confidence in your product, but it can’t just be any video. Consult the professionals on the best way make an engaging and entertaining end result. The worst thing you can do is commit to a video project and obstruct it but cutting corners. It will hurt your brand/product and leave a bad taste in your mouth for future video projects. In simpler terms, you get what you pay for.

46% percent of shoppers will seek out additional information about a product after seeing an online video.

You’ve put in so much work to get people to your site and they’re still not converting? Give them a reason to stay and keep poking around. 60% of visitors will watch a video before reading any text on a site. This also leads to visitors staying longer on pages that include video making their stay more meaningful.

Branding Power

“Video will soon be 90% of all internet traffic” – YouTube’s Vice President of Global Content, Robert Kyncl.

There are a couple of things holding video back when compared to other mediums. It’s expensive and time consuming. Two things businesses don’t want to hear when thinking about new endeavors. That’s why video is such a staple for huge brands while the little guy has to stick to AdWords, social media, blogging, and direct mail. While those tools are invaluable, it’s time to bring video into your arsenal.

More than 3/4 of companies are on Facebook and Twitter while only 1/3 are on YouTube.

Video is somewhat exclusive, but the companies that can afford it use it for a reason: it works. The good news is that the manpower and technology needed to produce quality video is more accessible and cheaper than ever.

If you haven’t thought about working with video for a while, try consulting with professionals and exploring what you might be capable of budgeting for.

VR: It’s Not Just for Gaming

Dec31

Virtual reality is not a new idea. It’s been romanticized in books and movies as a way to transport you to completely different environments and situations. Until recently, working products have been confined to the darkest corners of test labs and tangential tech projects.

Understanding the Tech

There’s a lot to learn about how this technology is evolving, but for the sake of simplicity let’s cover the basics.

When it comes to video content and film making there are currently three ways to do this: 3D computer generated video, 3D 360 degree video, and 360 degree video.

Current 3D Video content is either computer generated or created with highly customized camera rigs (not available to the general public) that require a lot of post production tinkering.

On YouTube you can find 360 degree video (fancy marketing term) which is essentially a panoramic video. It’s consumer ready and available, but it’s not 3D. It’s a spherical image with your view smack-dab in the middle giving the illusion of immersion.

Why is this important?

360 degree video lacks parallax. This is the displacement of objects viewed along two different lines of sight, meaning you can see what’s behind objects if you move your head around a little. It also lacks stereoscopic imaging, which gives the 3D effect. Without these there’s no depth and immersion is diminished.

The big take away: one is really cool (3D video) and the other is not as cool, but still pretty cool (360 video).

Where Are We Now?

Video content for VR is in the wild west phase. There aren’t any right answers at the moment. A unique set of strengths, drawbacks, and hurdles has presented themselves and need figuring out.. Fortunately, there are very creative people willing to try new things and devote their time to this new endeavor.

Pioneeers

How do you tell a story in VR? Traditional 2D content has the luxury of being able to point viewers exactly where they’re supposed to look. With this simple idea stripped away you have to think of the viewer as an active participant.

The New York Times tackled this with some interesting ideas.

For example, in their production The Displaced, which can be viewed on YouTube without a headset by dragging the screen, you get to see the lives of three children affected by war. It’s a powerful story told in a way that capitalizes on the impressiveness of VR. There are no quick cuts (since nausea is a factor) or unique angles. Only the raw emotion and solitude of actually being there. Composition had to be thought of differently. Where might the viewer be looking at this point? How will the viewer move when the subject makes this action?

At a certain point the video has you standing in a field waiting for a supply drop to fall out of the sky. Everyone looks up as they hear the plane coming. Naturally you look up as well. The drops fall from the plane and land on the ground. By the time you look down the shot has changed since everyone is now running at the camera to claim the food.

It was a clever way to transition the scene in a logical way without confusing the viewer. It shows how forward thinking and anticipatory you need to be when dealing with an active viewer as opposed to a passive one. This project is full interesting methods and deserves watch.

What’s Ahead

There are many examples of linear storytelling as well as experience driven VR productions coming from places like Purple Pill VR and VRSE. If you ever have a chance to experience VR take it. I guarantee you’ll become a believer.

As the medium continues we’ll be seeing what grabs people’s attention in a meaningful way in regards to film making and marketing. Now is the time to take note.

What Video Marketing Can Do for Your Business

Dec15

Video is more than a trend

It’s the best way to familiarizes potential customers with your brand in a lasting, meaningful way.

The growth of online video viewing is real. While it may seem expensive / time consuming (compared to slapping a few lines of text together for AdWords) the benefits of video are vast. Here are a few practical, realistic ways video can help your business. And no, it doesn’t involve going viral.

Revitalize your landing page

Sometimes even the most cleverly written copy is not enough to capture the attention of some visitors. For the visitors that have a short attention span or can’t seem to make a purchasing decision video is a powerful way of reaching them.

According to eyeviewdigital.com, using video on landing pages can increase conversion by 80%. On top of that it’s 64% more likely that a purchase will be made after viewing a single product video.

By using a video that’s relevant, informative, and concise you can really drive your point home. Your landing page should be the one-stop-shop for product info. With video you can get the important stuff out right away through a medium that visitors actually pay attention to.

Let your email campaigns stand out

You’ve sent out your brand new eBlast filled with catered content to drive sales, only to find out nobody is clicking through. Maybe your product is more visual. Maybe you think telling them about your product personally while showing them how it works is the only way for them to understand the benefits.

Don’t be afraid to try something different. That stats have your back.

When adding video to an eBlast both GetResponse and Implix Email Marketing Trends report around a 96% increase in click-through rates. Press releases also benefit with video being 970% more likely to be viewed than text-only content, according to PR Newswire.

Making a video for every eBlast just isn’t practical, but sometimes you have a product that the world needs to know about. Why not invest in proper marketing?

Bring personality to your brand

It’s easy to get caught up in looking for the immediate payoff from your marketing efforts. Building awareness to and confidence in your brand, product, or service is just as important. Video is the quickest way for newcomers to get a feel for your company’s personality.

Using video inherently gives visitors a reason to stay on your page longer. Use this time to build trust (by introducing your employees) or get them intrigued about your company (by letting them hear the enthusiasm in your voice). This process is a little more open ended since it’s a chance for you to be creative. Consulting with a production house can help you focus your vision.

Even if visitors don’t make a purchase/inquiry this time, the next time they see your name pop up in a search engine you’ll instantly stand out. Stay at the top of their mind while they’re shopping around.

For large and small businesses alike, video marketing is a powerful tool that can drive sales and bring out your personality.

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