As we've established, video is a far better story-telling medium than most traditional text-based marketing applications. Video enables you to powerfully connect, convert and cultivate leads, and we have dug up some statistics to prove it.
For starters - 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text (Zabisco); the popularity of video content continues to grow, because messages in motion are more engaging and lead to a higher retention rate for the viewer. Now is the time for marketers to develop engaging video marketing strategies to capitalize on the power of video content and here is why.
In a recent report, Invodo highlights an array of video marketing trends around the growth of video for mobile and social platforms, as well as the influence that video continues to have on search engine results. It also looks in-depth into the strong effect video has on customer retention, with 52% of consumers saying that watching product videos makes them more confident in online purchase decisions. And it makes perfect sense, given that "the average user spends 88% more time on a website with video than a website without one" (Marketing Profs).
Retention, by definition, is the fact of keeping something in one's memory. Studies have shown that adding video can improve one’s ability to remember concepts and details — with effects that even increase over time. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (insivia). Diode Digital reported that when compared to text and print media (combined), video promotion is 600% more effective. In addition, the same report also states that before reading any text, 60% of website visitors would rather watch a video when available. This is valuable stuff if you are looking to relate to consumers, and create engaging content that leads those consumers to buy what you are selling. Now get this.
It's happening; with video projected to account for nearly three quarters of all Internet traffic within a year's time, it’s critical for businesses of all sizes to flesh out their video content strategies now. If the average user spends 88% more time on a website with video, then you want to position your company to compete with visual content. Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google (Virtuets). That means that video not only gives your content a boost — it also improves your audience’s chance of finding it in the first place in a competitive online market. In a 2015 study by ReelSEO, which tracks trends and industry statistics based on in-depth survey results from B2B marketing, agency, and management professionals, 96% of B2B organizations were found to be engaged in video content marketing and 73% said that video has positively impacted marketing results.
With retention rates for video content far outpacing those of text-based content, it’s clear that video is the favored communication style for viewers. Marketing and communication professionals can embrace this trend by not only developing new video content for their audiences, but also by converting existing text-based content into engaging video. If adding video to your website makes your site six times more likely to convert a “browser” into a paying customer (Forrester), then you can take steps now to turn a data report into a video infographic, use video to promote events, or convert customer case studies into a trustworthy video testimonial. Video content, testimonial or otherwise, is so effective because as our President, Ryan Key puts it:
Video is effective. It demands attention. Our connection to video is visceral; it is 100% human"
Here is what we're saying. Video retention rates mean something, and the studies show us that customers are now expecting video to explain an idea, showcase a product, or introduce them to a company. It is time to start enhancing your reach and focus on customer retention through video content. The good news is, you aren’t alone — industry analysts are on your side.
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