Video is nothing new when it comes to the world of advertisement. But over the last few years, video marketing has become increasingly important when it comes to promoting and growing your business.
So, what changed?
It’s a combination of the effects of the digital era on our habits and behavior as a society along with the psychological effects of video on the brain.
All living creatures perceive the world through their senses, and different animals prioritize their senses differently. Dogs, for example, are highly visual, but their main sense is their sense of smell. Bats have that amazing sense of hearing, but humans are 83% visual!
We rely mostly on our sight and in a secondary manner on our ears to interpret and interact with the world around us.
So, video engages those 2 primary senses of ours through visuals and audio; thus, creating a capturing experience that catches human attention like never before.
What Impact Do Videos Have on Society?
We have to take into account that humans are also highly emotional creatures.
Video has the ability to trigger human emotion like no other medium out there.
Have you ever cached yourself making similar expressions to the ones you’re seeing on TV?
Or, have you ever been in a movie theater at that moment when the entire audience laughs or cries?
You’ve probably even held your breath when a character in a movie goes underwater. Video is stronger than we realize.
Not only does it engage our most important senses, it engages with our emotions to the point where we see a projection of ourselves, that is very powerful.
Video Marketing Stats
Most people can only retain 10% of the information they read online, when you put that information into a video format that number goes up to 68%. (Shift Learning)
People who watch a video are 64% more likely to make a purchase and 52% of consumers have stated that watching videos about a product has made them more confident in their purchase.
To top it all off, in a Forbes survey 60% of people said they watch the video before reading the text on the same page. You can see how video increases engagement by a lot and even increases retention.
Video is not just a tool anymore, it has become the center of our marketing efforts and the return of investment is unbelievable.
What uses does video have?
There are many things you can achieve through video marketing and all of them will create a higher impact, not to mention, a better connection to your clients.
Types of Videos
Brand Videos
These videos aim to create awareness about your company and what it’s all about.
And we’re not just talking about your services or products, a brand video will aim to portray your brand in a relatable way. The script, of course, plays a fundamental role in this.
If it well written, it will show your values, your purpose as a brand and all the quirks that will make the audience relate to you and want to work with, or purchase from you.
Explainer Videos
Some products or services are hard to understand, some people may not get why they would need what you’re offering or how amazing it can be if they give it a try.
Queue explainer videos, through an engaging script you can explain what your services or products are all about without it feeling like a boring presentation.
Case Study and Testimonial videos
Past clients can be some of your greatest assets.
We all love seeing a review and it makes us feel safer when spending money. It makes us feel like we’re making an informed investment.
Videos that showcase some of your previous clients and explain how you solved problems for them can be an excellent way to increase conversion rates and gain new clients.
Event Videos
Have any upcoming events you can highlight?
If you’re planning something like a conference, a convention, or a fundraiser it can also provide you with good content to market your company.
Film conferences and special guests or make a highlight video of your event to show some of the core values of your company. Things you care about as a business, and social causes you support, all of this will create relatable content for your audiences.
Animated Videos
Some of the most popular videos out there are animations.
Their cartoonish and illustration-like nature are eye-catching for anyone who watches it, and since it’s not bound by the laws of reality, animation provides an opportunity to let creativity fly.
This is also a great way to portray abstract concepts and demonstrate features and functions that we are not able to show in real life for products like applications, software, medical services, etc.
Enjoy this cool animated video we created for MSN:
360º and Augmented Reality
Video is becoming more and more advanced and these are some of the latest innovations, not to mention their applications and uses.
Some industries like the real estate businesses use 360º video to showcase the properties they have for sale; many companies go as far as offering virtual tours of their facilities through 360º video.
Augmented reality is a next-level virtual interaction with you and your customers, and while its uses are more towards the gaming industry, many advertisement companies are finding creative uses for augmented reality.
Closing Thoughts
There are plenty of options to help you get your business out there and get new leads, but video is absolutely the best one!
Whether it is because of the way it engages your audience or simply because it can be a really fun endeavor for you and your team.
There are plenty of stories to tell within your business, stories about your products and services, stories about the people who make your organization great, and stories about the things that make you relatable.
The things you care about as an institution, and the things that push you to do things beyond what everyone else does.
Whatever message you want to convey to your audience, video marketing will tell it the best way possible while also helping you grow as a company.
If you’d like to know more about how to engage your audience through video marketing, take a look at our weekly posts, or reach out for a personal consultation.
