With the internet becoming increasingly noisy, how do you create great content that stands out and grabs people’s attention? When it comes to communication, it’s not only about the content that you share, but also the medium that you’re using to convey your message. While written words and pictures are great ways to communicate, some things are often left out due to the limitation of the medium.
There’s this popular saying that a picture is worth a thousand words. If that’s the case, how many words is a video worth? For spoiler alert: check image below!
On this infographic, given that we follow the conventional saying, a 60 sec video at 30 frames/second is worth 1.8 million words. Imagine how much more information is added via video format.
No wonder this medium is becoming ever more popular with consumers and marketers. In fact, according to Cisco Forecast, video will represent 80% of all consumer-based Internet traffic by 2019.
If you’ve been paying attention to social networks like Facebook or LinkedIn, you’ve probably noticed how they’ve invested heavily in their video capabilities in the last few years. Facebook recently rolled out it’s “Watch” feature which is essentially focused on episodic type of content. LinkedIn is pushing native video uploads on their platform by giving them more organic reach. And YouTube, which is a search engine in its own respect, has over 300 hours of video uploaded to it’s platform every minute.
The rise of video consumption is clear, but does this mean that you should add this medium to your marketing strategy? Is it worth the investment?
Here are 3 reasons why you should invest in video.
1. Video can deliver information in a concise and entertaining way.
The world is moving faster and faster. Time has now become our number one asset.
The fact that people can watch a video of you explaining what your product is about instead of reading about it is ROI positive for them. Obviously some complex product will require more written specifications than other but as a general guideline, videos help convey what is often left out with simple pictures or words.
Instead of cluttering your landing page with extensive writing or adding a long description with a picture, sometimes using video format makes the whole process much more enjoyable for the consumer.
People generally prefer watching over reading. Watching something requires less effort on the consumer’s side of things. According to a research complied by 3M, close to 90 percent of the information our brains pick up is visual, and we process visuals 60,000 times faster than we can process text. You’re much more likely to watch a 30 second video than read a 2,000 words description about a product.
2. Video allows you to reach a wider audience
Here are some interesting statistics to keep in mind:
- YouTube racks up a billion hours of watch time per day
- Over 500 million (that’s half a BILLION) people are watching video on Facebook every day.
- The number of hours people spend watching videos (aka watch time) on YouTube is up 60% year-over-year, the fastest growth we’ve seen in 2 years.
With these staggering stats, you can see why it’s a good idea to take advantage of this traffic. Video content opens up all kinds of possibilities to reach a wider audience. In fact, social platforms such as Facebook, Instagram and LinkedIn prioritize video format by giving it more organic reach.
Another factor to account for is the higher engagement and sharability of video. It's estimated that 92% of people who consume mobile videos share them with other people. This is a massive portion and is higher than the share rate of many other types of content out there.
3. Videos help with conversion
Let’s keep it simple. For conversion to actually happen, you have to get the consumer’s attention first. It doesn’t matter how good your product or cause is if no one knows about it.
The core reason why video is better for conversion is because you can grab a person's attention fast. As mentioned in the first point, we process visuals a lot faster than we process text. And in a world where information is coming from all angles, it’s a good thing to be able to get someone’s attention as fast as possible.
Video marketing taps into more senses: visual and auditory, which means it’s easier to remember than text-based content only. Studies have shown that adding video can improve one’s ability to remember concepts and details — with effects that even increase over time. Viewers retain 95% of a message when they watch it on video, compared to 10% when reading it in a text.
Using this medium to deliver a message will make it easier for customers to remember your content. This will help strengthen your brand, which will translates into more sales and leads for you.
Because of the pairing of continuous imagery and sound, video also allows you to tap into more emotions. Just think about vocal tonality, facial expressions and sound effects. They help you give a holistic experience. Imagine how impossible it would be to convey that through words? Well, we could always use CAPS, smiley faces :D and exclamation marks!!! Pretty awkward and unprofessional if you ask me ;)
Another important point to consider with conversion is rapport. We’ve evolved for thousands of years communicating face-to-face. That’s always been our primary way of determining if someone is genuine. Using video, you can essentially replicate this at scale. As the popular saying goes, we’re more likely to buy from people we trust. The increase in click-through rate with video is as high as 96% and 64% of customers are more likely to buy a product online after watching a video about it.
After reading all of this, you're probably thinking to yourself: “wait, does this mean that all of the other mediums are obsolete?”
Far from it. They all have their place and time.
It’s not so much about which way is right or wrong. It’s about attention. Where is the consumer spending most of their time and what actually gets their attention? Whether you're trying to sell something, build awareness, get someone to take action, or teach something, video could potentially be the vehicle for you to drive your message.
But remember, the medium is still just the vehicle. Don’t let it steer you away from the thing that matters most: the message.