The power of online video on websites
Video is a great tool to engage your audience visually and aurally, especially online. In fact “Last year online video was the fastest growing ad platform, boasting nearly a 55% growth.” (eMarketer: March 2012)
If you’re the sort of person who needs proof – hard facts and figures – look no further than this impactful, soundbite online video (summarised as follows):
- The presence of video increases the average length of time we spend on a website from 48 seconds to 5 minutes 50 seconds
- So, online video is 5.33 times more effective than text alone
- The popularity of video is reinforced by the fact that You Tube is the world’s second largest search engine, after Google
- Search results showing a website containing video are far more likely to be clicked on
- Correctly optimised, websites with video increase the probability of appearing on the 1st page of Google by 53 times
- The efficiency of email marketing campaigns increases by 90% when using video
- Video promoted products increase the probability of being purchased by 85%
- In 2013, it is estimated that 90% of internet traffic will be online video
Online video best practice
Now you know why it’s so important to use video on your website, but there’s a world of difference between ‘good’ video and ‘bad’ video. Here are five top tips to ensure you create a killer video that really engages your audience and drives home your message.
People are bombarded by marketing messages on a daily basis. Whilst figures of 3,000 to 20,000 competing messages daily are cited, more sensible suggestions are around 250. The reason we don’t even register half of these is down to impact. In video, animation, motion graphics and carefully selected music are good ways to arrest people’s attention and make a good first impression.
As with any piece of marketing communication, it’s important to relate to the target audience and to present content that is relevant to their wants and needs. Marketing that is considered ‘not for me’ will be instantly and subconsciously dismissed, which explains why you won’t recall even a fraction of the 250 messages you’ll see today.
It’s important to keep it short. The first 15 seconds are key, so it’s important to hook your audience early and give them a reason to continue watching. After 60 seconds viewership drops considerably. And make sure you don’t condense too much content into a shorter video, because it will just become over-facing and disengaging.
Demo videos are generally considered a no-no. Like any good pitch, people buy benefits not features, so it’s important to focus on consumer insight and address their needs and what they will get from your product or service.
It’s important to keep the quality high and deliver something professional that reinforces and augments your brand image, not something that undermines it and casts doubt over your quality and service. Make sure the message and image it portrays are ones you’re proud to stand behind. If in any doubt, use your available budget to produce a shorter video of higher quality.
Video is a great asset that can be used in endless places – website, presentations, email marketing, video DM, exhibitions, reception areas, etc. – making it a great-value tool. It’s also an increasing specialism at Factor 3 and our You Tube channel showcases some of our favourite projects. So, whether you’re an existing client or not, we’d love to hear from you to help you imagine the role of video in your next project.