If you subscribe to the age old adage, “a picture is worth a thousand words,” then some simple math can lead you to a thought-provoking new take on the saying. Given that a video shoots at 30 frames per second, it could be said that a single second of video is worth about 30,000 words. This means that a video coming in at a meager one-minute length is worth 1.8 million words.
Regardless of whether or not you buy into the saying, the weight of video in today’s digital marketing world can simply no longer be ignored. Video is the paint-by-numbers to written content’s connect the dots. Used to entertain, to instruct and educate, to provide useful and interesting information for viewer digest, video is one of the most effective communicators we as marketers can use to share content and generate leads.
The immersion of video has always been an inevitability, but now the questions surrounding its presence are shifting from “When will this happen?” to “What is it good for?” and “Is it better than traditional written marketing?”
Relevant questions though they may be, the questions we should be asking our teams are more akin to: “How can we use it?” and “Which audience does this medium open up?” From a marketing standpoint, the answers vary from product to product, service to service, but the weight video carries in the digital realm remains constant. Video as a marketing medium is huge.
Without further admonition, here are 4 reasons why video is the way of the digital marketing future:
1. Wide Reach – According to Cisco, within four years, 80 percent of all consumer internet traffic will be consumer internet video. Increasing conversion, keeping leads engaged, boosting click-through and open rates, and generating interest are just a few of the benefits of video use in marketing. The sheer level of engagement with video is baffling. Statistics are flooding in from a myriad of marketing sources with their finger to the digital pulse. Directing traffic to your website and boosting your page rank can be accomplished through simple and efficient use of video.
2. Simplicity Is Key – The more complex the content, the more likely it is to be ignored. This applies heavily to digital content. The simpler, the better. As a result, creating simple supplemental video keeps production costs down, and doesn’t cut heavily into the budget. No longer do we need to waste as much money on paper printouts, billboards, etc.
3. A Face to the Name – Humanizing your brand can be a difficult task to manage. With easily digested info, eye-catching illustration, and a viewable personality to a company, connecting to your target audience has never been easier. Video helps you to develop your presence in a personal way, and creates a solid link from brand to lead.
4. Marketing Mix – According to Socialbakers, Facebook videos get more reach than any other type of post by a significant percentage. That being said, integration with social media is pivotal. A niche is emerging as marketing professionals learn the most efficient ways to make use of video. Some recent trends include: how-it’s-made, testimonial, or meet-the-crew videos. Throwing video into your marketing mix can drive sales. Giving insider looks and offering special promotions highlights your company’s personality. Including video in email campaigns boosts open rates and click-through rates.
Do we have you convinced? Here a couple bonus things to remember:
Content is king. If the message and appeal of your videos is subpar, the return on your time spent will be correspondingly terrible.
Hire a professional. If you don’t have the budget to build an in-house production team, don’t fret. There are plenty of budding videographers out there itching to show off their talents.
Keep it short and sweet. The longer the video, the more likely an engaged potential lead is to take off and seek content elsewhere. Be personable, be detailed, but don’t dawdle.
Some marketers dock video for its lack of evaluation metrics, but while these statistics are important to gauge the next steps, they are not an end all-be all. Forsaking the use of video for lack of assessment tools is a waste of a strong and growing content platform. Tried and tested marketing methods won’t work for much longer in the technologically evolving world.
Today’s consumers are responding to video integration in a positive way. But further than that, they are requesting its use. Some consumers still hold fast to the “I need to see it to believe it” mentality, and video helps them do just that. Soon, video will not only be integrated, but will dominate marketing strategies and brand development. In the digital realm, we must take advantage of every word we can, and 1.8 million per minute sounds like a good place to start.
Don’t forget to share your videos on GetAssist to help people Connect With Purpose with you. And if you need help making a video, Make a GetAssist Request for a Videographer!