They say a picture’s worth a thousand words. If that’s the case, how much is a video worth? Well, one minute is about 1.8 million words, if you do the maths.
And that’s just one of the benefits of using film to advertise your business as opposed to print or static digital campaigns. Video advertising – particularly online video content – is more effective and accessible than ever before and its impact is set to grow even stronger over the next few years.
PEOPLE LOVE VIDEO
Recent studies show that videos will account for 69% of all internet traffic by 2017. That’s huge. It means more consumers than ever before will be choosing videos over static webpages as a place to get news, information and entertainment.
And the interest in online video content is already staggering. Youtube has one billion users, with 20 million in the UK watching at least one video a week. Second only to Google, it’s the most frequently used search engine and considering Youtube is owned by Google, search results generate a high volume of video content. This shows that Google rates video content as being as important as static webpages and images. And the more video content gets shared, the higher it will rank in search engine results.
But this rise in online video isn’t just seen in Youtube statistics. Vine was only released to the public two years ago. Yet in that time, the video app has gained a staggering 40 million users who share an average of 20 million Vines on Twitter a day. Its popularity saw it claim the title of ‘Fastest Growing App of 2013’, marking an incredible appetite among consumers for online video content.
So, the potential for businesses that get on board the trend and use video as a means of advertising is enormous. Youtube and other social platforms offer an incredible scope of consumers. They offer the chance to reach new audiences – and more importantly – to maintain your old audiences as their consumption of video content increases.
EDUCATING AND INFORMING
Video also gives you the chance to go deeper. Rather than just summing up your business in a snappy tagline, films give you the space to explain who you are and what you do in a way that grabs your audience’s attention. Launching a new product? Make a video that demonstrates how it works. Marketingcharts.com found that 60% of consumers would be willing to spend two minutes watching a video on a product they plan to buy.
The same idea works for your services. Seeing your business in action will help viewers envision your company providing that service for them, making them more likely to buy into what you’re offering. It’s a chance to illustrate and educate that you just don’t get with static advertising.
A RICHER EXPERIENCE
Another way film triumphs over static? Videos aren’t confined to the same restrictions as print or digital advertising. With static ads, things like size and page location determine how successful the advert is. Yes, static ads can be successful, but people click into an online feature because they want to read the feature, not the advertisements that pop up along the top.
Video content is more distinctive. It offers a richer experience for consumers by educating, informing and entertaining; and when watched leaves a more lasting impression than a static ad.
And that leads on to another important point. Video gives your business space to be creative. Look at the success of Guinness’ ‘Cloud: Made of More’ campaign. The ad used an imaginative concept (the personification of a raincloud) to highlight the individuality of Guinness. It reached over 680,000 views and 1599 shares, and resulted in 132 channel subscriptions.
If videos are creative and well made, you can provoke a much larger response than static ads. And that’s one of the most significant advantages of film over static advertising. Video allows you to tap into consumer emotions, provoking a response that will influence their opinions and choices.
John Lewis’ ‘Monty the Penguin’ is – of course – one of the best examples of this. Familiar with the Christmas ad as you probably are, what you mightn’t know is that the video was shared 202,953 times in the first 24 hours and to date has 23,600,514 views.
But what made it such a hit? The 14,500 people who mentioned on social media that it made them cry have the answer. It triggered an emotional response in viewers, leaving a lasting impression and undoubtedly influencing how people viewed the store’s brand.
And recent studies support that. Annox Research found 70% of people view brands in a more positive light after watching their video content, while Business Insider discovered videos get three times more click-throughs than static digital adverts.
So, that brings us to an easy conclusion. Customers are more likely to click on your website, buy your products or respond to your message if they’ve watched your video content. And they’re more likely to watch your video than ever before, given the enormous consumption of online video content. Time to jump on the trend.