Are you leaving it up to your product imagery and copy to tell your story online? If so, you’re missing out on the engagement, interaction, viral aspect and measurement that video affords.
Just when you thought your web site was updated and mobile responsive and your social channels were set, video enters into the picture. While a larger screen like a laptop or iPad is undoubtedly more ideal for viewing video, it’s hard to ignore YouTube’s 200M+video views via mobile per day, mobile viewers have a longer attention span than laptop viewers and mobile use is on track to surpass laptop use in 2014. This convergence of increased mobile usage and video viewing on mobile devices is encouraging more businesses to create and rely on video for their branding and promotions.
From a consumer perspective, would you rather… read and click through a lot of content from a site’s home page to get to the information you seek, or press play, sit back and watch a story unfold? Maybe it’s a bit of both, depending on the reason you’re on any given site. If you’re looking for a company’s address or list of products or services, it’s pretty straightforward – just give me the information in imagery or written word. If you’re on a site to evaluate or purchase a product or a service, chances are you’d be willing to watch a video. As a business, are you missing an opportunity to connect with your audience if you’re not offering video content?
A few stats for you:
1. Video is the top function merchants plan to add to their e-commerce sites over the next 12 months, with nearly 40% planning to include videos in their online merchandising efforts (source: invodo; stat: MultiChannel Merchant).
2. Internet video traffic will be 69% of all global consumer Internet traffic in 2017 (source: invodo; stat: Cisco).
3. The value of just one minute of video equals that of 1.8 million written words (source: Forrester Research).
So the answer for business owner is yes, you are missing an opportunity to engage with your audience if you’re not offering video. For more on how to start thinking about video, see below.
1: Consider your audience’s level of engagement.
What is their purpose for seeking you out? What is their method of engagement (laptop or mobile; day or night; weekdays or weekends)? What are they going to do with the content you give them (i.e. make an immediate purchase or file away research or brand experience they have via your site and/or video for a future purchase)?
If you’re a retailer, for example, you may have an e-commerce site and bricks and mortar store locations. For these types of businesses where viewers are heavily accessing your site via mobile with high potential for immediate purchase, luring them into watch a video increases the likelihood of a purchase dramatically. If you offer a higher-priced service that doesn’t translate into an immediate purchase, video is equally as important because these consumers are doing their research for a potential future purchase. See Video Marketing, Why it’s Good for Your Business.
2: Consider purpose, content, tone and production quality.
Stating the obvious here… figure out your video’s main purpose or call to action – is it educational, informative or entertaining? What are the main points to convey? Overlay those items with your brand tone and voice to form a working model for your video. Then consider production quality. With an increasing amount of online content at our finger tips, it follows that online audiences will demand better, higher quality video, but not necessarily polished production quality over raw, edgy, reality-based video with personality. In general, they will have less tolerance for content that isn’t engaging.
3: Consider your priorities, longevity of video and budget.
Businesses can venture into this new arena by creating one video that conveys your overall brand, has staying power and can be repurposed for other uses, like client presentations, content during speaker presentations, etc. Oh, and set aside marketing dollars. Video can be pricey, but the impact can be more significant and direct than other marketing strategies. Maybe you do less print, for example, and allocate that to video. Working with a professional that understands this medium will creatively fine tune your messaging and align it with the right tone, visuals and audio. And when placing video in various lengths across multiple channels, they will ensure correct file sizes and optimal viewing. A few experienced professionals I’ve worked with in the Twin Cities market include: Agent41, Ryan Siemers and Vox Creative.
If you’re not yet on the video marketing train, as Video Brewery terms it, here are 18 Big Video Marketing Statistics and What They Mean for Your Business. If you’re interested in creating a video for your business, do your research and immerse yourself in Vimeo, Vine, Instagram video and sites that mainly post video content. Check within and outside your industry for inspiration. It’s a visual world after all.