Bob Hutchins
Video is no longer an option. It’s an essential. That’s the message being sent by consumers, reports Animoto in a new infographic. While we’re all accustomed to the grand-scale video productions released by household names like Marriott and Chipotle, many small- to mid-sized businesses are far from holding themselves to the same big-budget standards in video advertising. For now, at least, it simply isn’t feasible.
However, customers are all but demanding that businesses use video in some kind of meaningful way. (You don’t get a free pass just because you can’t produce Hollywood-style content.) Animoto’s new infographic on video marketing provides us with some insights. But first, bring yourself up to speed on the importance of video advertising with these facts…
5 Reasons to Start Video Marketing This Month
- Video is expected to account for 79% of all internet traffic in the next three years.
- Businesses are expected to spend nearly $ 13 billion on video marketing by 2018.
- 4x as many consumers would rather watch a video about a product than read about it.
- Three out of four consumers believe a video describing a service is important.
- One in four consumers will lose interest in your company if you don’t have a video.
While the story of your video is important, simply showing up and having a video goes a long way with consumers. According to Animoto, “Nearly two thirds of consumers say companies that use video know how to reach their customers.” In other words: you look like you know what you’re doing if you have a video.
How Can You Use Video?
- Email: Consumers are nearly 50% more likely to read a newsletter that contains video links.
- Social Media: 84% say they’ve liked a company video in their Facebook newsfeed. Half have shared one of these videos on their own profile.
- Mobile: Over half of all consumers watch at least one video on their mobile device per week. As we learned earlier this month, “50% of all YouTube views are on mobile devices.” Keep this in mind when creating content.
So, What’s the Best Type of Video Marketing?
- 56% of consumers say customer testimonials are helpful.
- Customers most like to see (1) how a product is made, (2) testimonials, (3) and learn about the company (in that order).
- 80% of consumers are interested in watching a video that explains how a product or service works.
As far as length goes, keep it short. Two-thirds of consumers say they prefer to watch videos that are less than a minute long.
What Video Marketing Tips Do You See As Essential?
I’d love to know where your thoughts are on this topic. Currently, my team is working on a redesign of our BuzzPlant website, using full-screen background video to give potential clients a better look at who we are. We’re also working with a lot of clients who are interested in using Periscope and other apps for delivering engaging video. What video trends have you observed in your own space?
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