Remember though that bad content is bad marketing
Video has been taking over the digital marketing world for a few years now, getting better results for businesses than traditional marketing methods. In 2017 it will dominate your facebook feed. (it’s probably driving you nuts by now)
There are hundreds of marketing statistics demonstrating the rise of video in the past few years and anticipating its further rise up to 2020 and beyond. Here are just a few:
1. 4 in 5 consumers would rather watch a video about a product than read about it. (Animoto)
2. 53% of smartphone users feel more favourable towards companies whose mobile sites or apps provide instructional video content. (Google)
3. Social video generates 1,200% more shares than text and images combined. (Brightcove)
4. Video on a landing page can increase conversions by 80% or more.
5. Video marketers average three times the growth in company revenue year over year, compared to all others, 11.58% vs. 3.88%. (Aberdeen)
6. Enjoyment of video ads increases purchase intent by 97% and brand association by 139%. (Insivia)
7. One-third of all online activity is spent watching video. (Insivia)
And the reason behind the ridiculous number of stats – the brain processes video 60,000 times faster than it does text. I do feel as though this stat has been exaggerated somewhat but it doesn’t change the fact that processing video is much easier on our brains than processing text. We’re a lazy bunch, humans – always looking for short cuts and when it comes to information consumption video is the fast food option.
The reason is as simple or as complex as you want to make it – one simple reason is that processing video is much like processing real life and therefore an automatic human process. Processing text is a learned process. A process we don’t start to engage in until well into our lives and a process which we happen upon much less in everyday life.
The scientific reason is more like this – reading is a deep, complex cognitive process. It calls into action our inner voice and initiates a conversation with the text which requires intense concentration. A momentary lapse in concentration and that inner voice has taken you on an unplanned journey. In contrast, the consumption of video is an automatic process – we accept video content on its face and don’t engage in that inner conversation.
(there’s always a disclaimer)
Bad content is bad marketing so DON’T POST CRAP CONTENT. While video is the the most effective medium of communication for 2017 it is not a silver bullet – you still need to do a good job of content – keep it succinct, keep it relevant to your audience and above all offer something of value.