Think about it – how often do you come across text on the web that looks like a squashed wet page of a book? And how often do you continue reading when it becomes clear that the site is committing you to an essay?
Even while reading, we’re visualising in our heads. It’s just how we work.
If a picture is worth a thousand words, how many is a video worth? Turns out nerds over at Forrester Research actually checked, and video’s worth a word count of about 1.8 million. Think how much easier those college essays could have been.
Forrester’s tests made a few discoveries useful for marketers:
- 300% increase click-throughs in email blasts.Three. Hundred. Percent.
- Unbounce reports that including a video on a landing page can increase conversion by 80%.
- Reach mobile users – especially commuters. Emarketer reports an average video watch time of about 60 minutes a day on phones and tablets.
- Customers online are incredibly self-directed. The more mediums you market your brand through, the more customers will come across you. Forrester discovered that about three-quarters of executives trawl the web for work-related video content in their evenings, looking for small ways to improve their own productivity. Consumers will spend three to four hours on video reviews of a product before purchase.
Staff will spend up to nine hours researching an alternative software for work they can bring to their boss. You’ve probably done 2 of these 3 yourself. So turn the tables. Order a decent mid-range camera, paint a white background and show the world how you’re useful.Out of respect for our readers, here’s a link to the first result on Google for “Mid range video cameras for bloggers.” It’s not easy, guys, but we do it for you.
- Traffic – start with SEO. That 500-word post you’ve written needs a video to go with it, and that video needs to be watchable to past the 60% mark.It’s also just easier for the consumer to watch a short video about your product than to read about it.Sell a service? Make a video demo of it.
Got wisdom? Share it.
To ignore video is to leave video-led customers’ money on the table. Ultimately, it’s about taking something you know the consumer wants and meeting them on their terms – for a lot of people, those terms are through video.