If a Picture is Worth 1,000 Words, What’s the Value of a Video in Marketing?

If a Picture is Worth 1,000 Words, what’s the Value of a Video in Marketing?

Videos are quickly becoming the new currency of online content.

According to Insivia, videos were the fastest growing form of ad format in 2012. Almost half of all web users watch at least one video online each month, and about 100 million users watch online videos every day, comScore says.

Clearly, videos are a part of our personal daily online lives; however, businesses are learning that videos can be a profitable marketing tool.

Adding a New Ingredient to Your Marketing Mix

As a marketer, your primary goal is to get your audience to cross the finish line with you and convey your message. Even if you are advertising the best product in the world, if no one is listening, no one is buying. So how do you get people to listen? You make it as easy for them to hear as possible, and this means speaking to them via multiple channels.

Websites and marketing campaigns often rely on text and graphics; however, relying on too much of any one ingredient is a recipe for disaster. While graphics convey information succinctly, and text explains and elaborates, adding video to the mix is a way to reach customers who absorb information visually and tune out when they see too much text. According to Insivia, on average, viewers retain 95 percent of information if they watch it it, but only 10 percent of the when they read it.

If a customer doesn’t hear or understand your message, your chances of converting them are slim. For many companies, conversion rates increased after adding videos to their campaigns. PowToon found start-ups and small businesses that used videos saw a conversion rate increase an average of 40 percent. Additionally, start-ups saw email sign-ups increase 67 percent.

Customers want to speak to a face, not a bot

Marketing isn’t just a one-way dialogue. Truly successful businesses create conversations with their customers, and videos allow you to talk to your customers personally, making them useful for connecting in a more personal way than an email or graphic allows.

According to the Content Marketing Institute, customers are about 10 times more likely to engage, embed, share, and comment on video content than other posts.

Additionally, PowToon found small businesses and start-ups both saw their social media activity increase between 60 and 70 percent after adding videos to their online content. Start-ups also saw a 50 percent increase in user time on site and user comments after they added videos to their online content.

Simply making a video and sending it to your customers will not get these results. Companies succeed when they understand how to use and apply videos to improve their existing marketing campaigns to build a conversation with their customers. Larger corporate companies and Fortune 500 companies reported that user engagement increased almost 75 percent on average when they used videos to speak to their existing customer bases.

Don’t let your videos fall flat

When you think of videos, think outside of the box. There’s more to online content videos than product tutorials and advertisements. The companies that experience the most success with videos are those that aren’t afraid to try something new. Incredible commercials and video campaigns stick in a customer’s memory for years, but videos that lack creativity bore your audience and can hurt brand loyalty.

Remember, videos aren’t only for the consumer. You can integrate videos in company presentations and communications to stimulate discussion across colleagues and liven up meetings. Don’t forget that videos are versatile. Use them not just for advertising, but as a tool for building internal communications, increasing brand loyalty, showing a more human side to your company, or creating open, personal dialogue with your existing customer base.

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  • http://www.hqsocialmedia.com/ Houssem Daoud

    I completely agree Daniel. A recent Animoto survey also showed that 73% of respondents report being more likely to purchase after watching a video explaining the product or service. That’s HUGE! Thanks for the insights Daniel!

  • http://www.postplanner.com/ Scott Ayres

    Great insight Daniel. As someone who spends 90% of his daily time reading or writing blogs I often forget about videos..

  • http://www.HighVizMarketing.com/ Julie Clarke-Bush

    I kinda think this post should be a video. Right?

  • Lucky

    Of course that are very good information that are given in the above site, mean you are upload any video and how you are doing Marketing if you’re marketing and advertising the most beneficial item on the earth, in the event not a soul is actually being attentive, not a soul is actually acquiring. So secure obtain men and women to listen, you possibly can, which signifies talking to
    them by using several avenues.
    Thanks……………
    Social BookMarking site

  • http://about.me/idrisbusari Idris Busari

    You have a wonderful heading and and a great subheading/question opening. Since the topic is about video, I was expecting to push play. Many people may click over reluctantly hoping to find a play button to push. This post could be stickier if you place a video on it. If I were not familiar with Powtoon products, I know I would be clicking away the moment I land on this post and couldn’t find a video.

  • Junaid Ahmed

    Well, you have made a great start. The topic of your thoughts is really interesting and it really seems that the video in social media marketing is getting more importance. I loved that article educating us to bring the best social media activities through videos. Thank you for sharing great stuff here.

  • marisanectafy

    You hit the nail on the head — who likes talking to a robot? Videos are such a great way to be personable and actually connect with your audience. Thanks for a great article!

  • Mary

    Videos are definitely something I feel like businesses need to invest time and energy into. Social media is such a huge part of marketing now and I think businesses should use video to their advantage and really look at how it could help grow their business!

  • http://www.hostiee.com/ Imtiaz Ahmed Shuvo

    Amazing title man. Loved reading this.

  • Maria Cranfield

    Right!
    Increased engagement with existing audiences 75%.
    70% increase in social media activity.
    45% increase in message recall.
    33% increase in brand recall.
    100 million people watching video every day.

    Why would you not neatly sum this up in a nice
    video blog?! Informational content works great with video content, it would
    have been perfect!