The Tech Firms Changing TV Advertising in 2018
Despite experts projecting that by 2017 video will account for 69% of consumer traffic, many brands still don’t utilise the medium.
Many business owners will cite time constraints or the difficulty of producing a quality video as the main reasons why they don’t use it. But the effectiveness of video means that it is a medium worth concentrating time and resources on.
Whilst it may be unpopular amongst business owners, the irony is that, consumers are more susceptible to video marketing than any other medium.
Ease & Accessibility
Why is video so popular amongst consumers? In an age where the average adult’s attention span is 3-8 seconds, consumers are more receptive to the ease and speed with which video can display information.
The accessibility of video is invaluable. Not only does the medium make it easy to reach consumers on a huge scale, but 80% of viewers remember the videos they have watched.
Reach
You’ll also be reaching a lot of said consumers when you begin marketing your video.
YouTube alone receives over one billion unique monthly visits and Facebook’s attempts to corner the market led to an average of 3 billion daily video views at the end of 2013; although that data is somewhat warped by Facebook’s auto-play feature.
By focusing your attention on video you could help expose your brand to a new and large consumer base.
Conversions
Crucially, viewers don’t just remember the video they also act upon it, with 46% taking action after watching a video.
Further research into this area suggests that people could be up to 84% more likely to make a purchase having watched video, with such customers 144% more likely to ‘add to the cart.’
Understanding
Supporting such research is the fact that shoeline.com saw a 44% increase in conversions after adding product videos.
Whilst these wouldn’t necessarily be considered marketing videos it hints at an important point- video helps consumers make a decision.
How do they do this? Supposedly, it’s because video increases a consumers understanding of a product, with 74% increase in visitors’ understanding of it as a result of video. From the research on conversions this understanding is most probably the catalyst behind increased sales.
Engagement
If your Facebook, Twitter, Google+ and the rest aren’t receiving any likes or love then you’re doing something wrong.
One of the great things about video marketing is the level of engagement it drives for a brand. The more people that are liking, sharing and commenting on your content the more people who will actually see it and therefore have the chance to buy your product or service.
A video will also help drive people back to your website. Supposedly, 26% of internet users will attempt to gain more information after viewing a video with 74% visiting the company website.
Increased traffic is welcome, as it can help propel your brand up the search rankings.
Search
Where’s the best place to hide a body? Google’s second page. Frequently used by marketers, this joke is actually quite accurate- in a metaphorical sense.
The top hit in a google search receives 34% of the traffic compared with the 1% received by the 11th ranked site.
This helps to explain why brands are so preoccupied with ‘ranking.’ What clued up marketers know, is that video can be invaluable to ascending the search rankings with 70% of the top Google rankings composed of video based results.
It might be time to start concentrating a little more on the type of content you’re producing. Contact us for help producing high quality videos.
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