Videos are increasingly attracting huge audiences online. People love to share online video content, especially young people. They post them on social networking sites or spread them through e mails. Marketing people say that if you are not using video in your marketing campaign, you might soon be behind the crowd.
Why is that?
Think about this simple fact: 1 minute of video equals 1.8 million words, as demonstrated by Dr. James McQuivey of Forester Research. The amount of information contained in one single frame can take 3 pages to describe. The mood, the colors, the message is seen immediately. It is a known fact that people engage more when they watch a video and tend to stay watching it. They are also happy to pass it along.
Since e commerce has become so impersonal, a video that shows the business owner, the business itself and the products makes it more personal and human. There is now a face behind the business. The choice of music in the background makes the experience fun and uplifting, retaining the audience.
How big will online video be in a marketing campaign? It will be huge the experts say. Statistics done by Cisco.com and Invodo.com reveals some amazing facts:
- In their estimation video will be about 90% of all internet traffic in 2013.
- 64% of retail site visitors who view video stay two minutes longer in average compared to a site that does not contain video. In the e commerce world, the longer a visitor stays on the site, the greater the chances of him turning into a buyer.
- Between January 2010 and January 2011 viewing time of videos grew by an amazing 44.5%.
- Video in e mail marketing has been shown to increase click through by 96%!
- With the right optimization, video increases the chances of a front-page Google search result by 53 times.
- Internet retailers report that visitors who view product videos are 85% more likely to buy the product than visitors who do not look at videos.
With these kinds of numbers, no wonder many experts turn to video in an attempt to get to the first page of the search engines.
Studies reveal the need for engagement from the viewers, and videos provide this kind of engagement. Just like comments and reviews on product pages, YouTube looks at the number of comments to a video when it decides which video should be on their front page. It’s more than just broadcasting, videos engage audiences and sends them to your site if the video is insightful, funny, gives information, educates and talks about people – how your product can help others to be more… what they want to be.
Where do most of those videos originate? On Google, 82% of video originate from YouTube, 3% from DailyMotion, 2% from MetaCafe, 1% from Google video and 10% from other sites which support self-hosted videos.
On Bing, 38% of the videos come from YouTube, 37% from Bing, 9% from Vevo, 4% from Fox News, 3% from CNN and other news organizations. The others, about 5%, come from different sites.
Does it mean we all need to become film makers? Not necessarily. There are many ways to create sales and promotions video; telling a story (which is the most complicated), using a simple camera and following the owner around, using screen shots, animation or just captions with music in the background to explain a complicated point. The big companies have been doing so for some years now but with modern technology, cheap cameras and free software, everyone can do it too.
Videos are an Information Experience:
Here is a law firm talking about the importantce of video, almost as if the lawyer is selling the product he just bought!
[youtube=http://www.youtube.com/watch?v=9t2RmvrfV7k]
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