We’ve scoured a huge range of reports, articles and databanks to create a compendium of trustworthy facts about the power of video (113 to be precise). Each fact is from a reputable source and industry leader, giving unique insight into a particular area of the subject. This post takes three of these invaluable statistics and uses them to delve deeper into the fascinating world of video marketing.
A few events and developments over the last few years have caused basic company structures to change. Following the recession, many businesses reduced their staff force, especially in areas that don’t necessarily require a full-time team, such as IT. As a result, C-level executives are now far more likely to make decisions relating to the digital side of the business, which in turn means that they view far more online content than before. Whilst most companies will now once again have an IT specialist as well as a marketing department, executives are irrevocably immersed in digital, especially platforms such as LinkedIn. If you capitalise on this by sharing regular video content in key places, you’ll engage executives on a level that wasn’t possible only a short while ago.
Complementing this are time limitations applying to all executives and the attention-grabbing nature of video, which when combined create the perfect solution. By delivering key messages in a visual way, you instantly draw the viewer in whilst conveying your brand’s character significantly more effectively than a blog post or printed materials. Production value must be high in order to retain interest, disseminate information without distraction and reflect your company’s standards, and in just sixty seconds you can tell an executive everything they need to know and also supply a call to action. Because they’ve accessed the video willingly in a comfortable environment (as opposed to, say, an unsolicited email or a forced introduction at a networking event), they’ll be far more open to digesting content and investigating further, such as visiting your website or following your social media channels, especially if links are made available in the video description or as click-through annotations.
Though it is important that you use social media to get companies viewing your videos on social media, don’t forget about the executives themselves. Most people in the business community have personal Twitter profiles, so follow them too and interact with their content. Chances are that they’ll only be following first-rate accounts, so if they follow you back the likelihood of them seeing your videos rises exponentially. If you can get the Social Media Manager and the CEO viewing your brand on a regular basis by using a format of content that they prefer to access, you’ll stand a high chance of setting up that crucial first meeting. Plus if your videos encourage them to sign up to your mailing list, you can deliver additional content directly to their inboxes with total validity.
In the last couple of years, Facebook launched the tool to upload videos directly. Whilst people still share YouTube and Vimeo links in their posts, videos hosted on Facebook itself receive a greater reach and are more likely to be shared by both individuals and business pages. In June 2015, Facebook’s video traffic reached a staggering four billion daily views, and the figure continues to steadily increase.
That’s just Facebook; we haven’t even touched upon Twitter, Instagram, Vine, Google+ and LinkedIn. Even Snapchat Stories are being used by brands to organically deliver short promotional content to all of their followers, ranging from sales promotions to recruitment drives to CSR projects. Granted, some of these sites and apps don’t offer a duplication tool, but most of them do: whether it’s a retweet, a +1, a shared post or an embedded link, videos go further and engage more powerfully than any other type of content.
Copywriting is of course a very important part of the content revolution. However, where its value has risen, its efficacy has altered in relation to application. To elaborate, excellent web copy that’s concise, unique, relevant, informative and optimised for SEO is imperative, yet captivating copy posted in a status update may receive no attention whatsoever. Use the very same copy to create a striking video and post it on your social media channels, and suddenly it’s a very different story.
Videos are shared 1200% more than links and text combined because, to be blunt, video is sexy. Text and links, on the other hand, are not. The links may even lead to an article that contains a video, yet the odds are a mere thirteenth as high that people will travel that far. The underlying reason for this is not so much laziness or even impatience, but rather a desire for digital productivity. We want to get the very most from our time online, so we cut out unnecessary fiddling and faffing such as opening new browser windows and reading rambling introductions that could have been whittled down to two seconds without losing impact or authority. We are digital beings that want our content as digital as it comes, so design yours to appeal to modern appetites and work with new assimilation methods.
Although a much smaller percentage increase than the previous fact, this is a particularly juicy statistic. In the past companies would use a shotgun approach, adding as many email addresses as possible and sending the same message to each of them. Modern email marketing is far more sophisticated and requires targeted addresses (rather than vague info@ and hello@ accounts), regular list maintenance, data cleansing and in-depth reporting to ensure that the right messages are going to the right people. This means that every email campaign is created for a specific reason and receives a noteworthy investment of time in the form of writing, designing, proofing, testing and analytics management.
So, with each email costing time and, depending on your host, money, it’s essential that the recipients respond to the content. If emails with videos receive an additional 200% of clicks, ignoring such a diamond opportunity to reach people in their own inboxes is illogical and ludicrous. Whether the video is embedded into the email body or accessible via a screenshot that links to YouTube, you can track which people are clicking and what else they do thereafter. A good balance is to embed the video into a blog post on your website and link the email to it, as that way you gain web traffic and video views, as well as an increased probability of the visitor then clicking through to another area of your site.
Remember that digital audiences are becoming increasingly discerning and expect content that relates to their individual personas. To cater to this, we recommend investing in more extensive video packages, such as interviewing numerous staff in one day, or capturing multiple shots of the same event or product from different perspectives. This will allow you to build up a large bank of video content that can be used to create targeted campaigns, replacing the one-size-fits-all philosophy that could totally miss the mark when it comes to those with buying power.
Videos are the medium preferred by executives, shared far more often than text, and increase the clout of email campaigns threefold. This advanced marketing technique is not a flash in the pan and must be embraced by companies of all sizes across every industry; without video, your brand is quite literally faceless and lacking a voice.
Bakehouse Studio doesn’t just capture stunning footage; we also work closely with you to ensure that each video is tailored to your brand and customers from start to finish. Get in touch with us on 01482 420501 or fill in our contact form and we’ll work out exactly what style and format will work best for your business.