10 years is a long time – Farmville was the flavour of the month on Facebook, and Avatar had hit the movie theaters worldwide, becoming the must watch movie.
Since then, a lot of predictions have been made on online video and how can marketers leverage them. And, among all other predictions made so far, the one trend that has really worked across industries is videos. A decade ago, video was expensive. And now, it has become a staple – accessible, affordable, a must have tool to attract audiences, explain products and support customers.
Last year, videos accounted for half of all mobile data traffic, says CISCO, and while people are watching much less TV, video’s popularity continues to rise. According to Business2Community, 62% of consumers watch product review videos before making a purchase
It is not easier , instead unlike traditional advertising where months go into cracking one TVC, nimble footed digital agencies are geared to think on the fly. They strategize, script and get video content within a few days and even in a matter of hours. Video has been proven to help increase conversion and engagement rates. After watching a video, 64% of users are more likely to buy a product online (Source: Hubspot). This has a lot to do with consumer psychology. Let’s take a look at some of the reasons why videos are on a rise and have become the new normal –
Video is both auditory and visual in nature, which helps narrate a story, build emotion, and provoke action more effectively. Because video is the catch-all for every other type of content, including text and info-graphics, photographs, voice-overs, and more, video can engage us like nothing else can. Its movement stops us in our tracks and keeps our fingers from scrolling past. That’s why it’s crucial to make your video captivating, so those first few seconds really hook in your viewer. Companies using video enjoy 41% more web traffic from search than non-users (Source: SmallBizTrends)
Be honest – sometimes we delay a purchase or hesitate to buy a product because we are unsure of the contents – what if the color is different, what if the size is not okay and so on. That is where video comes in to go beyond the conventional ways of selling. Behind the scenes, how the product, where does it get manufactured and such similar stories really entices the user to keep going back to the brand, in return building credibility and trust over time. An average user will spend 88% more time on a website with video content goes to show that long-form videos can help keep people interested in your message and your brand.
Videos about the company will help build brand values, humanise your company & recruit talent, social videos can show a lighter side to the company, building a personal connection to the brand.
Have you watched a makeup tutorial video recently? Or, how to play a game and cheat codes for the same, or how to set up a bluetooth device at home and connect it to another electronic? Getting answers to such questions even before purchase, has a strong impact on users. It eliminates all the questions that were residing in the conscious or subconscious mind of the user, making him more inclined towards the purchase.
You’ve moved to a new town and are looking for a gym. While researching, you come across an ad which plays a 15 second video on the USPs of the gym. As you further go to their website, you see a branded film that talks about the mission and the dedication the brand has towards its customers. You aren’t convinced yet, and go to their program pages to evaluate further. There you see a video that talks about what exactly happens at the time of the signup. And, that’s the beauty of video – you can guide your customer from start to finish on every digital channel your prospect customers might use to find you. According to Megastore, 73% of buyers shop across multiple channels. That means it’s essential for you to be everywhere you can be, facilitating the gathering of information and the purchase process. Nothing helps you do that better than video, which users overwhelmingly prefer.
Even in this digital age, word of mouth is very important when it comes to garnering sales. And since videos are shared 1200% more times on social media than links and text combined, video is quickly becoming a marketing cornerstone for companies of all sizes.
In addition, over 80% of consumers say they trust the recommendations of family and friends, so you can bet a social video share can increase your conversions over time.
So now that you know you need video, let’s discuss how we can together make this happen for you. At BC Web Wise, we have conceptualized and executed over 1000 digital films for our clients. You can write to me at radhika.asher@bcwebwise or you can call at 022 67674000 and connect with me. Or you could also fill in our contact form and we will get back to you at the earliest. Please mention your company name and designation upfront to ensure I respond to you at the earliest.
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