“One minute of video is worth 1.8 million words.” James McQuivey, Forrester Research.
We’ve seen an explosive growth in video sharing this year. Videos like Dove’s Real Beauty Sketches and Evian’s Baby and Me will be shared well into 2014. But what does that mean for other brands? It means they should use video to amplify their brand… today!
According to The Unruly Viral Spiral, almost half of the top 20 ads of all time were released in 2013. That’s a lot of good content. Not to mention a lot of clutter and competition to go along with it. So what’s the point?
- Video makes things easier, entertaining and positive for consumers.
- It can help bring out viewers’ emotions.
- The human mind makes a better association to feelings with faces than words.
- Voiceover conveys rich information and credibility.
- The movement of video grabs a viewer’s attention and helps affect how they feel about the content and, eventually, your brand.
So if you’re sold on the higher order benefits of video, keep these strategic considerations top-of-mind:
Include Product Video
Retail site visitors who view product videos stay two minutes longer on average and are 64% more likely to purchase than others. It’s been proven that consumers will watch a 2-minute video that educates them about a product that they plan to buy. Some brands are going as far as putting videos on all of their product pages so you can see their products in action. Check out Nike’s site and the different videos they have paired with their shoes. Video like this can help boost SEO (Google loves video content), site traffic, brand education and awareness, and conversions.
Optimize Across All Channels
You don’t want to lose the weight of a great video because it’s only viewable from one spot. So make sure you let your video live on all of your digital properties (.com, social, eCom, etc.), not just on YouTube. But don’t forget: YouTube is one of the largest search engines in the world. Use it to your advantage and optimize all of your brand’s YouTube content. Everything from the title to the descriptions to the tags can make a big difference in search results.
Don’t forget that mobile shoppers are three times as likely to view a video as a laptop or desktop user. This is why mobile optimization is crucial on your website and within your video presentation. Make sure your content is viewable from both a tablet and smart phone.
Use your video to tell a story. You want to hook your viewers in the first few seconds and make sure it’s meaningful all the way through. Pay attention to detail, promote your video and make sure it’s produced at the highest quality you can obtain.
The time to invest in video content is now. Your audience is waiting—or maybe they are busy watching your competitor’s videos. Either way, get busy integrating your videos into the overall marketing strategy and promote it where your audience is.
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