The Internet has changed the way people do business, so it only makes sense that business owners change the way they advertise. Fortunately, they have a variety of opportunities available to reach potential customers exactly where they are. Some of these include content marketing, producing an email newsletter, banner ads, social media posts, and targeted search results. In only the past two years, spending on digital advertising has surpassed spending on television advertising. However, one thing that hasn’t changed is consumer preference to view advertisements via video.
The Effectiveness of Video Marketing
It’s hard to argue with the numbers when it comes to the effectiveness of video marketing. According to statistics published by the Bank of America Corporation, 81 percent of consumers have followed through with a purchase after viewing a video advertisement. Additionally, 80 percent of companies that include video marketing on the business website landing page have realized improved conversion rates while 76 percent of online marketers credit video marketing with helping them to increase sales.
As early as next year, marketing industry analysts predict that the average American will spend 84 minutes daily watching videos online. In addition to watching them on YouTube, the original video-sharing website on the Internet, people will view marketing videos on social media sites, networking sites like LinkedIn, and other popular online hangouts.
Before your company starts planning to create marketing videos, however, it’s important to understand that they differ greatly from advertisements you view on television. For starters, you have more freedom to choose the length of the video that works best for your company rather than the 30-second time slot of the typical television commercial.
How People View Online Video
While it might seem strange or counterproductive, it’s common for people to view online videos with the sound turned off. They may be in a situation where they shouldn’t be online, such as a class at school, or they don’t want to disrupt others around them such as when taking public transportation for the morning commute. For marketers, this means mainly relying on visual cues to tell a story.
Your company’s video doesn’t need to be long or complex to reach your customers with an important message. It can be something as simple as a business owner or product salesperson describing a product and answering common questions about it. If you’re considering video marketing but don’t know what types of content to produce, we invite you to schedule a consultation with us at visionPATH Marketing. We will assist you with brainstorming ideas, producing the videos, and getting them in front of targeted audiences.