On digital media platforms, I am drawn to video content like a moth to a flame. If a video appears for an offering that is visually intriguing or correlates with my interests, I will be engaged.
During my decision-making process, video content will often determine the offering I purchase. If a company provides information based videos e.g. ‘how to’ or ‘behind the scenes’– you’ve just secured yourself a new customer (me!). And I’m not alone, 90% of consumers rely on video to make their purchase decision. What is more? 25% of consumers will lose interest if you do not provide video content to support your offerings.
In 2017, video marketing is predicted to take over online with more than 74% of video representing all web traffic. With 96% of B2C companies intending to produce video content this year and 52% of marketers claiming that video generates the highest ROI, it’s time to get filming or risk your company being on the cutting room floor. Video is vital.
video marketing (successfully) is an art and with more organisations implementing video marketing, how do you stay ahead of the game?
- High quality- It’s about quality not quantity. For higher engagement, visual content must be professional, polished and High Definition. Remember, a video should reflect your brand image.
- Sound- 85% of Facebook videos are viewed without sound. A video’s message should be unambiguous and doesn’t require sound for interpretation.
- Strategise- Don’t go out on a whim, plan your video content.
- Call To Action- Prompt viewers to share, comment or subscribe- strive for continuous engagement.
- Variation– Video marketing isn’t only online ‘commercials’, offer informational videos and don’t be afraid of producing longer videos, the more informative content the better.
Do you find videos more engaging? Have videos ever influenced your purchase decision? What is an effective/ineffective online video you’ve seen, why?
I love video, who’s with me?