July 28, 2014

Nearly 35 years has passed since it killed the radio star, and video is even stronger than ever. In fact, lack of video is the true digital age death sentence. Read on to learn more about why video is an essential part of any successful 21st century marketing strategy.

So Just How Important is Video, Anyway?

Why are people so excited to see the next Harry Potter movie when they’ve already read the book and know what’s going to happen? Because video appeals to us in ways that text does not. From the ability to evoke emotion to the speed at which sought-after information can be conveyed, video offers unparalleled satisfaction to contemporary consumers who know what they want and when they want.

We could go on and on about the importance of video as part of a content marketing plan, but these staggering statistics from Experian’s 2012 Digital Marketer Benchmark and Trend Report speak for themselves.

  • Video accounts for more than 50 percent of all web traffic
  • The mere appearance of the word “video” in an email subject line drives open rates by as much as 13 percent
  • Videos improve conversion rates by 21 percent and average order value by 24 percent

If these figures aren’t convincing enough, ponder these results from Forrester Research: web pages with videos are 50 times more likely to show up on the first page of search results than those with just plain text. This is particularly significant when you consider research suggesting that 94 percent of users click on a first page results, and not even six percent click on to the second page.

In other words, if being on that first page is your goal — which it absolutely should be — can you afford not to give video a go?

The Importance of “Smart” Videos

But you can’t just throw together some clips, upload them, and wait for the sales to start pouring in. Quality counts — both in terms of the video itself as well as optimization techniques. In fact, a poorly executed video doesn’t just fail to connect with consumers, it risks alienating them.

Because so many consumers access the internet via smartphones, it’s critical that videos be mobile friendly. In short, videos must load quickly and display properly in order to fully engage customers, generate traffic, and drive sales.

In addition to mobile-friendliness, videos must also offer content that adds value…. and quickly. If an average page visit length of less than one minute sounds like a big deal, it’s nothing compared to research indicating that people will navigate away from a video if it doesn’t start playing in two seconds; after five seconds, approximately 20 percent of viewers will have moved on.

So what do consumers ultimately want? Brands they know and trust. Videos not only offer an element of compelling personalization, but they also help viewers recognize and identify with your brand, products and services. In short, people love a good story, and your task is to deliver it to them. Explainer videos, in particular, provide a winning amalgam of the real and the relevant.

Forrester Researcher’s James McQuivey once famously concluded that a single minute of video is worth a whopping 1.8 million words. If uncertainty is holding you back from introducing video to your content marketing strategies, it’s also holding you back from growth. Partnering with the right explainer video company can help you understand and implement best practices for optimal outcomes. Contact the experts at Media Whale today to start engaging consumers and growing your business today.

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