Why Video? How We Live in a Visual World
Graphics. GIFs. Photos. Presentations. Video.
Our culture relies on visual expression to send and receive information and content, and if content is king, then video is the crown.
According to Brandwatch.com, 300 hours of video are uploaded to YouTube every minute, and Cisco projects that by 2021, videos will make up 82% of global consumer internet traffic.
People spend more time watching videos online than ever before, and humans can process visuals 60,000 times faster than text.
We live in a rapidly evolving world with more visual content than ever, and your brand is constantly evolving. So, how do you communicate that evolution to customers? Video is one of the best ways to tell a compelling story and engage with your audience. It is an essential component in a complete marketing strategy.
“Did you see that video?”
Users are more engaged with visuals, specifically with video, on the Internet than they are with text and graphics. They are more likely to pay attention to, comment, like, share, and remember.
So while you may be producing well-intended webinars, creating gorgeous data-filled infographics, and writing whitepapers or case studies filled with bullet points, facts, and statistics, are your customers really parsing through all that information to learn the story of your brand?
When asked how they’d most like to learn about a brand, product or service… 
– 66% of people said they prefer to watch a video.
– 18% would rather read a text-based article, website, or post.
– 4% prefer to view an infographic.
– 3% would download an eBook or manual.
– 3% would attend an online seminar or pitch.
– 2% like to receive a sales call or demo.
So why do customers want video?
It Connects Us
The power and possibility of video is unquestionable. Video does what graphics and text do not. It tells a story through immediacy and through an immersive experience. Videos spark curiosity.
Videos can move people to laugh, cry, learn, empathize, and feel inspired. Movement gets our attention. Music generates emotions. Inflection can build trust, and trust is a foundational element of sales.
The idea is to not produce a video that sounds like a pitch, but one that causes the viewer to feel like their lives will change because of what they just watched. With the right tone and messaging you can build a powerful connection with your audience, and help them understand and relate to your brand, product, and services.
On top of that, while the quantity of Internet content is increasing, our attention spans are decreasing. Holding a viewer’s interest is essential to resonate with audiences. Yes, video can spark your audiences’ curiosity. Is that enough to not only keep them engaged, but to hold their attention and cause them to share your video content?
Want an example? Check out Mercedes-Benz’s “Poop Tweet” video for Smart Car, and tell us you were not hooked almost immediately.
Videos Explain Everything
Videos are a terrific way to show and pitch how your brand, product, or service works because they show things in action. Cat videos aside, the most commonly created types of videos are…
- Explainer videos (72%) – a short animated video that quickly tells a story.
- Presentation videos (49%) – a video of a slideshow with the slides played sequentially that can have voiceover narration.
- Testimonials (48%) – in which a customer or client talks about how a product or service has helped them.
- Sales videos (42%) – short, personalized outreach videos for prospecting.
- Video ads (42%) – promotional content that plays before, during, and/or after streaming content.
You can use video in a sales pitch to deliver news and important announcements, give a product demo, and set up your brand as a thought leader in your industry.
Videos are Accessible
Video is accessible and shareable anywhere there is an Internet connection. The number of smartphone users is increasing dramatically, and with video integrated into social media and search engine platforms like YouTube, Facebook, Instagram, Snapchat, and TikTok, there are plenty of ways for audiences to access it, comment, like it, and share it.
Video content as a marketing tool is not new but taking the opportunity to engage with audiences means creating appealing, useful video content that is easy to share with others. It is about tapping into social capital.
Shareable content spreads when audiences connect with a topic, idea, or story, and click to share it with their friends and followers.
Social capital refers to the connections between people, and the social norms of reciprocity and trustworthiness that those connections cultivate.
It seems safe to say that people want to gain social capital by impressing others, right? Thereby it makes sense that people are more likely to share content that makes them look knowledgeable, socially responsible, or cool.
Pro Tips: Users can engage, embed, share and comment on video content all at the touch of a button, so be sure to include calls-to-action in the video and in any supporting content. Also, many people watch video content silently in public, so be sure to use subtitles and call outs.
When we think of video accessibility, we should also think beyond how we as individuals access it. Take a moment to access your content through the experience of differently abled folks. These potential customers are often overlooked. Can everyone see your video? Can everyone hear it? Assistive technologies like 508-compliant video players and screen readers help make content accessible and compliant with the Americans with Disabilities Act (ADA). Adding captions helps deaf or hearing-impaired users, and audio transcriptions that describe what is happening in your video, help blind or vision-impaired audiences.
Video Differentiates You
The Internet is a crowded place and differentiating your brand can be a true challenge. The key to creating engaging campaigns is to realize video’s ability to connect and produce real storytelling and emotion that speaks directly to your intended target audience. When visual content sparks curiosity, fosters trust, and inspires people to act , it’s a powerful way of outdoing the competition.
Content marketing can and will help you grow. Contact us! We will be glad to help you execute your campaign!
If you’re looking for solutions right now during COVID-19 check out our blog on
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