Over the last few years, video marketing has exploded in popularity. High-speed internet access has become more common, storage inexorably cheaper and the hardware required to record high-quality video became more affordable and accessible for the average consumer or business. So with technology in the driving seat, it was always inevitable that video would come to dominate the web.
A Picture Is Worth a Thousand Words
They say that a picture is worth more than a thousand words, so how much is a video worth? According to research conducted by Forrester Research, one minute of video content can convey as much as 1.8 million words. Given the sheer volume of ideas and information that you can convey in a minute of highly optimised video, it makes sense to try video marketing. The question is: who will watch it?
The good news for online marketers is that video marketing is gaining popularity at a rapid pace. It is expected that online video usage will double over the next few years, hitting 1.5 billion by 2016. By that point, more than half of all consumer internet traffic will relate to video usage. We are already at a point where YouTube gets more than one billion unique visitors per month. Those users are watching videos about all manner of things, so why not make one of those things your business?
Does Video Marketing Work?
It’s clear that video content is popular, but does it work for marketing? The statistics certainly suggest that it does. Recent research suggests that as many as 75% of web users will visit a marketer’s website after watching a sales video, and the retention of brand information from videos is incredibly good, with 80% of users being able to recall information from videos that they have watched.
Users are spending a lot more of their time on mobile devices as well as their desktop PCs. The growth of omniscreening, whereby users interact with content viewed on several screens at once, is driving video marketers to develop innovative and interactive campaigns to reach the millions of us who idly consume content on our smartphones or tables whilst simultaneously watching television.
Why Is Video Marketing so Effective?
Video marketing is effective because it feels more personal than text-based marketing. When someone watches a video, they can hear the marketer’s tone of voice, see their brand and get a clear impression of what the company is all about. Even if the video is funny, staged or ad-focused, it offers the viewer a chance to put a face to the brand. Videos that are personal and informal are especially effective, because the viewer gets to feel that they “know” the brand. This means that they will be more receptive to future marketing content — even content that is not in video form.
We wade through a lot of video content every month on average. Some of that content is sought out deliberately, while some of it comes from social media or other sources. Despite of the amount of video content that we’re exposed to day in day out, it still stands out as one of the most effective mediums to grab our attentions and reel us in. Moving pictures are eye-catching by their nature, in a way that static text ads are not, so video is a great way to get past the issue of ad-blindness — something that is the bane of online marketers everywhere.