If a picture is worth a thousand words, what’s video worth?

Posted on Thursday, July 18, 2019

Catherine Russ

More and more video content is being watched now than ever before. 4.6 billion video ads are watched online each year. 45% of people watch an hour or more of video per day. Every minute, 72 hours of video are uploaded to YouTube. 

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Informative videos keep people engaged with content significantly longer than text and pictures. Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service. The average user spends 88% more time on a website with video. That fact alone is enough to prove how much more engaging video content is to most demographics.

Why video content needs to be part of your digital marketing strategy:

Improved SEO

If you have engaging video content you will capture your audience’s attention for longer periods of time. This means they will spend more time on your website, increasing dwell time. More dwell time directly translates to Google recognising your video and the page it’s featured on as something of value. The more dwell time, the better your pages will be ranked.

Adding a well-optimised video to your website can increase the chance of a front-page Google result by 53 times. 93% of online experiences start with a search engine, so you want to do everything you can to appear on that crucial first page.

Stronger emotional connections

Video is king because it evokes emotion above and beyond traditional content. Our emotions are what tend to motivate our decision-making and the actions we take. Using video helps visitors get a better sense of who you are and what you stand for, which builds trust in your business. The emotional connection is one of the reasons that keeps customers coming back.

If you use the right tools to reach your audience on an emotional level you don’t even need much time - all you need is a strong message. 73% of B2B videos are less than 2 minutes long. Part of creating an effective content marketing strategy is having a solid understanding of your purpose before you sit down and create the video.

Higher engagement

Video is highly sharable across all distribution networks. Audiences are about 10 times more likely to engage, embed, share, and comment on video content rather than written content. When you create quality video content, social media and emails are also maximised because you can drive people to your website.

Increased conversions

Viewers are also 95% more likely to remember a call to action after watching a video, compared to 10% when reading it in text format. The number one reason for using video in your content marketing plan? Video converts more customers. Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. It's also been reported that 74% of B2B organisations have positive results on their ROI after using video in their marketing campaigns.

So what is video worth?

There’s no need to second-guess the benefits of video marketing. Videos have repeatedly proven their capability to boost the online visibility of brands, drive more traffic and increase website rankings in the eyes of search engines.

It is one of the most versatile and profitable tools out there. A picture is worth a thousand words, but it's estimated that one minute of video equates to 1.8 million words in the message communicated.

In an age where fast, comprehensive audience understanding is so crucial, video is a smart investment for businesses looking to explain their product or service to would-be customers.

An example of effective video marketing

One of our clients, Oxford Instruments, needed to create an impact for a new product launch. Customers needed to get a real feel for the high value product. Video was a clear winner as a key tactic for this campaign: we could put the product to use and show it in its working environment. 

The video edit applied descriptive overlays across the shoot content to highlight the product USP's. The product was brought to life through the powers of 3D and video. Both assets were utilised on social media and the product landing page to inform, educate and engage. 

It was the most successful product launch for OI to date. Within the first 2 days of launch they had 50 leads - equating to a £1million pipeline. Check out the video here.

Our video & motion services

Whether you need a 2 minute corporate video or simple piece to camera, we use the latest lighting, sound and camera equipment to create stunning, professional videos. We shoot on location, on set, in studios and against green screen. Whatever your requirements we deliver.  Find out more.

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