If you are constrained with time and resources, but need to create a compelling piece of marketing collateral that serves its purpose naturally, instantly and with ease of engagement, what would you choose – a one page guide, a white paper, a site or a video? My recent observations on the effectiveness of marketing content pushed out to the masses, (or seeded towards, be those targeted or not), compel me to pay a tribute, or to confess in love, as you will, to online videos that meet all our secret marketing needs!
Why videos? Well, let’s see. If we start with 5 common sense reasons why online videos are effective in engaging your target viewer, we will find:
1) Ease of use – it is so easy to view a video versus to read an article – so much less effort and attention needed to decipher the message.
2) Entertaining factor – for long, we have been primed to be entertained by TV ads, movies, TV programs, etc. that it becomes a second nature to get into that state of expecting a show worth of our attention. No wonder why all the mentioned media strive to entertain us first to utilize that captivated attention. Hence, when it comes to video content, we are more likely to engage into viewership on the premise of the anticipated “show”.
3) Message interpretation accuracy – “even though visual communication is a less direct way of communicating, most people rely on this form of communication and wouldn’t trade it for anything in the world! Visual communication adds another layer of information in our communication with each other, and perhaps that is why we cherish our vision so much.” Numerous studies, books, articles emphasize the importance of body language or visual memory in communications. The referenced article by Debbie Jensen explains why visual memory precedes all others – a simple reflex or function of our mind to organize information beyond one point – the law of continuation. So if we see the message, we are better off comprehending it.
4) Longer life in audience memory – people remember better in pictures than words. How many times you recalled something faster because it had an association with the name of your home town or some other event? How many times you were able to achieve something because you visualized it? You simply gave a command to execute the vision to your mind. Imagine what it can do for your call to action – it can be easily presented in action to your audience. In other words, videos are visualized messages that you can more effectively plant into your customers’ memories!
5) Wide range of channels to place those wonderful “communication machines” for free – isn’t that something? Usually, you do not need to worry about media placement costs, run of time and on and on…the key “details” that rank up your marketing spend when it comes to TV ads, or product placements. Plus, a myriad of “audience-heavy” user-generated sites from YouTube to MySpace provides you with various options on where to seed your videos. So, go and use them…wisely!
On the other hand, if we browse the latest industry trends on online video usage, we will support the above 5 reasons with the following facts:
1) Overall, the average US online video viewer watched 327 minutes of video in March, nearly 5.5 hours - according to emarketer, online video ad spending in the US will pass the $1 billion mark in 2011. Go and capture your audience right there, right now, when it browses YouTube or its online newspaper sites. A good video marketing strategy can produce stellar results for your brand!
2) In total, 138 million Americans – approximately three in four US Internet users – viewed online video – according to comScore. And that was measured in November 2007 – imagine what it is now (or conservatively stay within the same data point) and use it to support your marketing web strategy rationale to invest in video production.
3) Private studies show that awareness and purchase intent grow significantly as a result of online video views – according to AdAge author Kevin Nalty. Though, there is no reference to study results, the statement makes sense even from the personal shopping experience – yes, I will more than likely buy an item that I saw in action in a video. Moreover, if that video was shared by my respected Facebook friend, I am to invest more thought into the buying process.
So, are you convinced to produce some “kick-ass” videos? Your marketing strategy might get a well-deserved lift!