Three Reasons you need Video Marketing.
Is video marketing effective? Do I need it? And how can I make it go viral?
These are probably questions you have asked yourself as a business owner and/or brand manager. (That is, unless you work at a video marketing agency yourself.) Either way, the answers to the above questions are simple: Yes, yes, and let’s address that in a another blog post.
By adding a video marketing strategy in 2015, you can potentially drive consideration, purchase, and loyalty for your brand. But let’s make one clarification. By video marketing, we really mean brand storytelling. Because at the end of the day, those videos are the ones that are truly effective, valued, and (quite frankly) worth watching. Here are three reasons why telling stories through video is essential for your business:
1. Video marketing will increase time visitors spend on your website.
This statement my seem inherent. Even if someone only watches the first 10 seconds (which is actually how long you have to capture their attention according to a study by Visible Measures) of course it will give a small bump to the time spent on-site. However according to a comScore study, visitors who view video content on a website will stay on average 2 minutes longer than those who do not. Even if your video is viewed outside of your homepage, a whopping 75% of people who view a video will visit the brand website afterwards and 26% will look for more information around the topic. Now that was a lot of fancy numbers and statistics, so here is the baseline: By beginning to tell your story through video, you invite the viewer in to learn more and the interested consumers will take you up on it.
2. Video marketing will increase the chances someone will purchase your product or service.
Another study by comScore found people are 64% more likely to buy a product or service from a retail site after watching a video. Feeling skeptical as to why that is? Consider this: When given an option, 80% of people will watch a video, while only 20% will read written content in its entirety. Which is actually pretty believable. Back in school, did you ever watch a movie for book report instead of actually reading the book? You did it (or at least considered it) because it was easier, right? It’s the same idea with video marketing. Human beings process visuals 60,000 times faster than text, so the quicker we can gather all the purchasing information we need, the quicker we can make a decision. Videos help aid in this process.
3. Video marketing will allow you to connect with your customers on a human level.
The catch to our third statement, is that the video execution has to be done correctly. What’s your brand or product’s background? Why are you in business? How does your product or service impact customer’s lives? These are the types of nuggets to look for in order to tell a great story. Aim to tell, not sell. Whether that story is heartfelt, humorous, or educational— find connections in your brand values and beliefs that consumers can relate to. It is fundamental shift in our society. Consumers today want to know where their goods come from. They want to support more local businesses. They value authenticity and transparency. And all these factors should be considered to produce great content—along with video best practices, of course.
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