If a picture is worth a thousand words, how much is a motion picture worth? And while we’re at it, how much of a difference does audio make? Online video has both.
If you could hear how I was saying these words, would it make a difference to you? Do you think you might become more interested in what I had to say depending on how I was saying it?
What if there was epic music directing you to feel inspired or excited instead of the dull buzz of the world around you or the distraction of whatever song or audiobook you’re listening to right now?
You want any content you create to inspire people to action. It should remind them of a want, need, or pain they have and to get them to really see how you can help them with it.
This is the advantage of online video.
Not surprisingly, online video content is on the rise. After all, it’s a wonderful way to get yourself remembered.
Do you remember the last written article you read? Can you describe everything that was covered in it?
If it was really recent, maybe you can do both of those things, but if not, I bet it’ll be hard to recall details of a blog that you read (and likely skimmed).
When it comes to online content, more and more people are simply skimming through information. Even when you’ve focused your time writing brilliantly, many will just read the bullet points. Believe me, I know. I’ve written things I know people didn’t read.
The problem is, the whole point of online marketing is to make a memorable message. If people aren’t reading your message, it’s probably not very memorable. However, while people might not read a thousand words, they usually don’t mind looking at a picture… or even a thousand pictures.
As a result, online video is an incredibly powerful way to communicate marketing messages that people actually remember.
People’s Memories Will Boost Your Business
Studies have shown that people retain 58% more information when they are interacting with something both in both an audio and visual format.
And if that isn’t a good enough reason to highlight your company’s most important material through video, consider that Nielsen and the IAB have shared that digital video can make your campaign’s reach much more effective. They compared digital video to televised video, and found that it can even boost message recall by 45%, and brand recall by 33%!
And, oh yeah, they also reported a 40% increase in likeability (which may not mean more likes on Facebook… but it could).
The better you are remembered by your potential customers, the more likely it is that they’ll share your content, which brings us to my next point.
An entertaining video has WAY more potential for sharing than any other form of ad.
When was the last time you saw a display ad go viral? How about a blog article?
You know what I bet you have seen? That Dollar Shave Club video that got the whole company on its feet, and infinitely more successful than it could have been without video.
How about this Old Spice ad?
It successfully rebranded Old Spice and it wasn’t something that they had to do the majority of the pushing for—people shared it with each other.
Did you watch the videos again just for fun?
I just did, and I was writing this article.
Those videos made their company’s product infinitely more memorable and attractive to their audience than they were before.
Now, admittedly, both of these videos are marketing a product that pretty much all men will use, so their audiences are HUGE. The larger your audience, the easier things will be.
Your business might have a bit more of a niche market, but name recognition will still do a world of good for you.
If that’s the boat you’re in, tailor your videos to your target audience and make them something people will want to share.
For example, not every mom scrapbooks, but this Chatbooks ad has been doing fantastically. It targets so many pain points of moms and makes them memorable by making it funny. It’s been shared quite a bit too.
You’ll have more fun if you just have fun making your ads, targeting it along the lines of pain points.
On top of that, when your customers really resonate well with your ad, they’ll love you and show it by sharing.
Think about it, customers making more customers…which brings me to my last point.
People trust what they’re familiar with.
Once people have seen your video, if it resonates with them enough, not only will they be more likely to buy, but they’ll share your video with one or two friends. And, if they share it with two friends, who share it with two friends, then you have just created the most ethical pyramid scheme ever!
As we talked about before, using online video makes your brand more recognizable, and your message more memorable.
If you’re sending the right message, people will be buying from you in no time.
That’s what marketing is all about, and you want to make sure you’re investing in the most effective marketing channels you can.
If you’re still not sure whether or not online video is right for you, take a look at this infographic from HubSpot. Here are a few highlights:
- Including a video on a landing page can increase conversion by 80%.
- 90% of users say that product videos are helpful in the decision process.
- 80% of users recall a video ad they saw in the last 30 days.
- 92% of mobile video consumers share videos with others.
- 75% of executives watch work-related videos on business websites at least once a week.
- 59% of executives would rather watch a video than read text.
- Video in email leads to a 200-300% increase in click-through rate.
Need I say more?
People are attracted to video, they remember it easily, and they’ll even share it. If you can get people doing that with your marketing messages, you’ve succeeded big time. As these statistics show, it’s just a better way to get your message across.
Winning With Online Video
Online video content is trumping traditional content…fast.
Now, there will always be people who like traditional content and are more familiar with it, so I’m not saying you should throw it away, but now is the time to invest in online video advertising.
Actually, it was a little while ago, but you may as well start today.
It’ll make you more memorable, more shareable and will ultimately bring you more business.
And, if tomorrow you can’t quote a line or two from this article, that could be evidence that I’m right…
By the way, if you’d like me to help you put together some great online video ads, let me know here or in the comments. I’d love to help!
So what do you think? Have you seen online video advertising on the rise? Do you think it will go down anytime soon? Let me know in the comments.
Latest posts by Brad Witbeck (see all)
- 3 Reasons to Try Online Video Advertising in 2018 - January 10, 2018
- Your Attention, Please! Dealing with Fragmented Attention in Advertising - October 27, 2017
- You Should Really Be Doing Video Advertising - July 19, 2017