Video is where it’s at in content marketing, right? By now, you know you need video on your website, and in your social media marketing. You’ve probably even seen a Facebook Live or Snapchat video too, yes? Whether it’s live action, video blogging (AKA vlogging) or animated videos, the statistics prove video boosts engagement and can even up conversion rates too.
Need convincing? How about these stats?
- US networking tech co. Cisco predicts that by 2019, 80% of all online traffic will consist of video content.
- Including video in an email can see the click-through rate increased by a whopping 200-300%.
- Video on landing pages can increase conversion rates 80% or more.
- Video drives a 157% increase in organic traffic from search engines.
- YouTube reports mobile video consumption rises 100% every year.
- 92% of mobile video consumers share videos with others, according to video strategy company, Invodo. Video is highly shareworthy.
Think about the content you click on most on social media – they’re videos.
Why is video such an effective marketing platform?
If you want to get all science-y about it, behavioural psychologist, Susan Weinschenk, has a theory of why humans are drawn to video content:
- A facial recognition section of our brain, the Fusiform Face Area, makes us more likely to notice videos that feature people talking, than simply reading text. This area is also connected to our brain’s emotional sections, so when we view people in a video, we tend to engage on a deeper, more personal level. That’s a pretty immediate way to build trust!
- The human voice also conveys emotions effectively, helping us process information faster than reading words on a page. The voice expresses nuances of humour and sarcasm that the written word cannot – through tone, inflection, pausing and emphasis. So whether it’s a voice over or a live action presentation in video, messages become more meaningful.
- Emotions are contagious. You’ve seen those “laughter ripple” videos on social media? You know, where someone’s been filmed on a train laughing at a book they’re reading (or a video on their phone!). Gradually, people nearby “catch” the laughter bug, and soon enough, the whole carriage has erupted. That’s the power of emotion you can use in video too!
- Movement grabs attention. Like most animals, our eyes are attracted to movement. So what’s likely to be more attention-grabbing – an infographic, PowerPoint presentation or an explainer video? They each have their place depending on your aims, but only video meets all the criteria above.
When it comes to online video marketing, less is usually more – people’s short attention spans means you’ve got to get your message across fast, so it’s best to keep online videos to between 1 and 3 minutes.
What are the main types of online video content?
The most common types of online video content include:
- Live action (with real, live people presenting to the camera, or being interviewed)
- Montages (a series of short film grabs edited together)
- Vlog – or video log/blog. These are mostly live action and can be sophisticated, scripted productions or DIY on-the-fly style, including formats like Snapchat.
- Explainer videos (short videos explaining and simplifying a concept, statistics, a product or service)
Explainer videos themselves can be live action, animated or whiteboard – you know, those hand-drawn style videos – and can be with or without voice over. In part 2, we’ll look at how you can determine the right type of video for your needs.
(Image credit: Still from explainer video for Deakin Workplace Giving.)