“Hey, did you see that video on the internet? You know…the one with the cat playing the piano? Wasn’t it amazing? Or how about that video with the guy doing the splits between two trucks while they were still moving? It was awesome! I will never forget it!”
How many times have you had or heard this conversation about a new video online? How often have you watched and shared videos on social media including Facebook, Instagram, Twitter, and Snapchat? On Facebook alone, users watch 8 billion videos per day. Think of the marketing potential! The more savvy marketers have already started to cash in. The video of the man doing the splits while straddling two moving trucks is real. It was performed by Jean-Claude Van Damme and created by Volvo as an advertising video for their trucks. Still on Youtube, it currently has over 86 million views. Now, you might not have the advertising budget or the resources of Volvo, but you are selling yourself short if you think you can’t make some major ground with some good online video marketing. All you need is the right content. If you haven’t started your video marketing campaign, you are already missing the boat. You don’t have to take my word for it; just look at the numbers:
Watching vs. Reading– Consumers are four times as likely to watch a video about a product as opposed to reading about it. Immediately, this stat tells you that your click through rate will be much higher for a video link than a text one. People prefer to watch than read. It makes sense. Reading requires more work: the consumer needs to take the time to not just read the words, but also create images in the mind to visualize the information. Then, they have to analyze this information. It doesn’t sound like a lot (we do this hundreds of times a day), but the more information you need to include about your product means the consumer will have to do more mental work. With videos, the marketer makes it easier for the viewer by doing the visualization for them. The consumer only needs to sit back, watch and analyze. It takes less time and energy. On top of this, we prefer video because of the visual and audio stimulation. If you want the consumers attention, make it easy for them and make a video. Even the promise of a video has better results. The word “video” in the subject line of an email improves open rates by 19% and click through rates by 65%.
Better Recall- It isn’t enough to have eyes on your marketing campaigns; the information needs to be retained. If the consumer can’t remember what they saw, the whole thing is pointless. For your context to be remembered, the viewer needs to be engaged and interested. Again, the visual and audio stimulation that a video provides plays an important role in message retention. The recall rate is 68% for videos viewed in the last 30 days.
On the Move- Given the proliferation of cell phones and tablets in the marketplace, the trend has been skewing towards mobile views for the last few years. In 2016, 51% of all video plays came from mobile devices. This is a 15% increase from 2015 and a 203% increase from 2014. What does this mean for you? Make sure your videos can easily be played on mobile devices. Also, make your videos more succinct; people tend to lose interest quicker when they are on the move.
This is good information, but does it translate to results? Absolutely. Organic traffic from search engines go up by 157% because of video. Those who watch videos about products and services will purchase 90% more frequently, spend 60% more, and are fives times as likely to be loyal to a brand.
The numbers don’t lie. Video marketing is the way to go. But, to do it right, you will need help. That is why you are going to call Measure Marketing. The leading video marketing service in Toronto, Mississauga, Oakville, and the entire Greater Toronto area, Measure Marketing will use their experience to improve your digital marketing strategy. We offer services in video marketing, SEO, social media, inbound marketing, and online lead generation. Measure Marketing specializes in thinking outside of the box that will result in increased revenue and exposure. Contact us today for more information.