Would you like to see something or read about it? Visual messages are much more powerful and persuasive. They get the point across quickly and effectively. In a world that’s becoming more digital by the day, video is more prominent than ever.
More and more companies are competing for the attention of potential customers. The attention span of internet users is growing shorter. These two facts are contributing to a marketing revolution. In an attempt to captivate prospects and boost sales, companies are putting increasing emphasis on video advertising.
If you’re looking for ways to boost sales, video marketing could be just the tool for you. Adding video to a landing page can boost conversions by nearly 80 per cent. After watching a video clip, 64 per cent of people are more likely to buy a product online. There are several simple reasons why video advertising is so effective and why it can be adopted by just about every company interested in maximising sales.
It Helps People Retain More Information
The bottom line with video advertising is that it helps people retain information long after the clip has been observed. Text and other marketing media can’t produce the same results. The human brain perceives different types of information in a highly specific way. Visual and auditory stimulation is the one that’s easiest to grasp and internalise.
According to Forrester Research, people retain 58 per cent more information through visual and auditory information. Text is easy to forget. A colourful video that appeals to a person on an emotional level will be much more difficult to get out of the prospect’s head.
When it comes to brand establishment and maximising sales, the retention of this information plays a vital role. People tend to be loyal to the brands that move them or provide them with a positive experience. A short video that makes people laugh or think, a clip that solves a problem or gives them quality information will accomplish just that.
The Psychology of Video Marketing
The main aim of video advertising is to elicit a positive emotional response. When done correctly, a video campaign will leave very few people indifferent.
According to media theorist John Berger “seeing comes before words.” Nearly 90 per cent of the information that reaches the human brain is visual. This information resonates with people immediately. It doesn’t have to be analysed and interpreted. As a result, people will respond emotionally to video clips while they’re still viewing them. This response will rarely be observed with written text.
Video employs multi-sensory storytelling. Sight, sound and motion stimulate most of the senses and the message gets “elevated” from the medium. This is the main reason why some companies are already looking at opportunities for incorporating video messages in their business cards.
Video commercials have a message, they tell a story, engage the senses and provoke emotion. This is precisely what all marketers are trying to get out of the audience. The emotional investment will soon translate into becoming a customer. No other marketing approach compares.
Video Becoming More Searchable
On top of appealing to buyers, video is also starting to appeal to search engines more and more. This marketing trend is expected to become even more prominent in the years to come, turning video in a primary communication medium.
YouTube has already become the second largest search engine. It processes more than three billion searches per month. When looking for something, many people prefer to see how it’s done rather than to read about it. People view six billion hours of YouTube videos every single month, an increase of 50 per cent on an annual basis.
Google AdWords for Video is another development that’s making video more searchable. In addition, a video that’s indexed by Google is 53 times more likely to appear on the first page of search results than text. It enhances the search engine optimisation efforts of corporate websites by boosting engagement and encouraging sharing. Company pages that come with video are generally considered much more engaging than the ones that are missing it.
This is another essential to think about. The overwhelming majority of people looks for online information before making purchasing decisions. Video clips that appear in search engine results make it easier for brands to connect with their prospects and present their products in the most attractive way possible.
It’s a Cost-Efficient Marketing Options
Small company and startup owners still worry that video production is an expensive process that they simply can’t afford. This is no longer the case.
According to 52 per cent of marketing professionals, video advertising has the highest ROI out of all the inbound techniques. It can be monetised effortlessly by winning a company its loyal clientele or even helping a brand enter a new market segment. Once created, a video clip can be used in the long run and it will keep on providing a steady return on investment.
The production of video for web is a lot more affordable than shooting a TV commercial, for example. It doesn’t need to have special effects, celebrities making an appearance or complex stunts. A great idea can be executed on a limited budget and it will still have the potential to go viral and reach millions of people.
Marketing professionals believe that 2016 is going to be the year of video advertising. Chances are that the popularity of the medium will remain high in the years to come, as well. Video marketing isn’t a fad like a few other contemporary advertising techniques. The growing fame of YouTube and social media video integration stand as evidence of the claim.
Every single business can benefit from video advertising, regardless of industry or marketing budget. Having a good idea about the audience and choosing the right professionals for the execution of the project will be the two most important factors for making video marketing work.