The Strengths of Video Marketing
Mobile bandwidths and generous data plans allow us to watch videos on the go, enhancing experiences within our favorite apps. Mobile video streaming is skyrocketing! 86.8 million Smartphone users watched video on a monthly basis in 2014, up from 72.1 million in 2013.1
The human memory ties learning to those experiences most like real-life. Speech, music, images, and motion all converge in video, making it the closest medium to our reality. Furthermore, video can overcome the fatigue people experience through sensory overload.2 Meaning, when we start to “tune out” audio, we are drawn back in through imagery, or vice versa.
The average American speaks at a rate of 150 words per minute3 and 180 words per minute in a fast-paced conversation. Meanwhile, we read at roughly 300 words per minute. Despite this, 59% of senior executives would rather watch a video than read text.4 So while it may seem counterintuitive, video satisfies the need for immediacy.
Ever watch an online video that brought tears to your eyes? How is it you feel a connection with a person you’ve never met before? Through a unique combination of words and images, video becomes a shared experience. Video can buoy our spirits; pull at our sentimentality; elicit our deepest fears; appeal to our sense of goodness. Humans are hard-wired to respond and collect insights via body language and facial movements.5 When stories center on people, a video message is at its best.
Easily embeddable and shareable, video can move beyond the silo. In the United States alone there has been a 94% increase in video posting on Facebook year-over-year.6 Marketers take note; useful content can take on a life of its own as you gain advocates willing to amplify your brand’s voice.
Great content is a lead generator. A refined video marketing platform can “gate” video content, placing lead generation forms before, after, or within the video. Utilize a mid-roll gating before another prized piece of knowledge or advice is revealed.7 Be aware video length and subject matter will play a huge part in delivering on this implied value. Know your audience.8
Be mindful that everything starts with what you see.
1. ] Lambert, A. (2014, August 11). Marketing in the Mobile-Social-Video Age [Report]. Retrieved July 22, 2015
2. Murphy, S. (2015, February 25) Why We Learn More Faster Through Videos: 4 Reasons the Human Brain Loves Video [Web log post]. Retrieved July 23, 2015
3. Voice Qualities, National Center for Voice and Speech. (n.d.). Retrieved July 23, 2015
4. Video in the C-Suite: Executives Embrace the Non-Text Web. (2010). Retrieved July 23, 2015
5. Rosensteel, S. (2013, January 28) Why Online Video Is Vital For Your 2013 Content Marketing Objectives.[Web log post]. Retrieved July 23, 2015
6. Peterson, T. (2015, January 07). Facebook Users Are Posting 75% More Videos Than Last Year [Web log post]. Retrieved July 22, 2015
7. Childs, M. (2015, July 14). Getting Started With Video Gating [Web log post]. Retrieved July 22, 2015