Video consumption accounts for one third of all website activity. YouTube is the second largest search engine. Video populates all social media streams and is growing at amazing speeds.
So, if video is so popular among web users, how can you incorporate it into your digital marketing? And how does it really benefit your organization?
Your Brand Personality On Camera
Like other marketing strategies, there isn’t a one-size-fits all solution for video. While there are certain frameworks that work across all industries, the stories told within those frameworks are all unique.
What does that mean?
A common framework is to share your organization’s history/culture on video for a short two-to-five minute clip. While this framework is used across the board, your brand story within the framework is unique and different.
One organization may want to display a more serious persona. Another organization may want to show their hilarious character. The framework remains true for both, but the stories within each are completely different.
As we consider video production, we need to remember the frameworks but plan and map out the individual story we want to share within them. It’s the story that engages. And it’s the story that differentiates your organization from the next.
And not only does the story captured on video help to connect you with your audience, but it has other immediate benefits for your marketing as well. What are they? Let’s dive in:
The 4 Immediate Benefits of Video
Video content has a extensive list of benefits, but these are the five advantages that you can expect as soon as you implement video into your marketing mix.
1. Increased Audience Attention
Everyone talks about people’s limited attention spans. While our attention spans have decreased, our attention span for video isn’t too shabby. Most people have the attention span to watch something. After all, this is the reason that Netflix is so popular.
Video is a more passive consumption of content, but it’s also more engaging because it activates more in our brains.
According to Psychology Today, videos are processed by the brain 60,000 times faster than text.
Web users love video because they get more from a video than a wall of text. Granted, text certainly has its place on a website and we don’t need all videos, all the time. But mixing a video into our website (on the homepage at least) will boost the attention of visitors.
Visible Measures even reports that only 20% of viewers click away from a video after 10 seconds. So 80% stick around for more. That’s more successful than any other medium.
2. Getting Website Visitors to Stick Around
“Dwell time” is the digital marketing jargon for keeping visitors around. We want people to dwell on our website. We want them to explore. We want them to engage and then take an action, such as signing up for something, calling, downloading a PDF, or anything else that pushes them into a conversion funnel.
Well… Mist Media reports the average internet user spends 88% more time on a website with video.
If the average time spent on your website is only one minute, then a video could increase “dwell” to 1:52. It could add a whole 52 seconds to the dwell time. In those 52 extra seconds, the visitor might take the action you want them to take, and they will certainly explore more of your website and become more familiar with your organization.
3. Seeing and Remembering Your Video
Ask someone to visit your website and read content for only one minute. Then ask them to recall what they read within 30 days (without them seeing it again). Do you think they could recall much?
I highly doubt it. I know I couldn’t because I read so much within the span of 30 days.
However, according to the Online Publishers Association, 80% of web users recall a video they viewed in the past 30 days.
Wow. Yes, that’s 80%.
Granted, they may not remember everything they saw, but it’s still within their memory. They can actually recall it, which means it made more of an impression on them and stuck in their memory better than something else.
If you want your brand to stick. If you want to be remembered, then you must use video in some way. Again, the brain processes it tens of thousands times quicker than text, so video makes a greater impression on your website visitors than copy alone.
Even if a visitor doesn’t take an action upon the first visit, within 30 days they might be ready. At that point, there's a pretty good chance they will remember you if they watched a video on your site.
4. Encouraging Action
The best digital marketing strategy focuses on getting website visitors to take a specific action. That action moves a visitor into a funnel that either converts at the moment or leads them to a point of conversion.
For example, you go to Netflix and sign up for a free trial. Once you sign up, you’re then placed within a funnel. After your trial is up, you’re led to a point of conversion where Netflix wants you to sign up for an ongoing membership. If you sign up and pay, then you’ve converted into a paying customer. Your initial action moved you to becoming a paying customer.
As web designers and marketers, we want each site we produce and manage to be focused on getting the visitors to take an action. And video is one medium that pushes people to action better than any other.
The Online Publishers Association reports that 46% of users take some sort of action after viewing a video ad.
Nearly 50% take action—that’s huge potential.
Video not only serves the purpose of engagement and capturing attention, but it also encourages action better than anything else. It gets people to stop and pay attention, and then leads them in the direction you want to take them.
It’s almost magical.
So where do we go from here?
The benefits of video are obviously real. However, the struggle can be where to begin and what to produce. The good news is you don’t have to start with a massive production. Start with a very targeted and strategic production.
Maybe it’s only one or two minutes of video to begin, but it’s extremely focused. It’s better to be focused and work to encourage action. After you’ve introduced one video, you can build from there and create a series of videos to roll out. Again, the key is strategy and not just firing out random pieces.
That's where our digital marketing team comes in, to help you create and refine a video strategy that will enhance your audience's experience with your brand.
Ready to capture your website visitors' attention better than you ever have before?
Let's Talk Video