Whether it’s to entertain, sell, educate, influence, or inspire – it seems video keeps rising over the last couple of years. Not only do 92.6% of online audiences watch video every week, but the amount they consume is increasing. A recent survey showed we view an average of 19 hours of online video per week – up by a whopping 8.5 hours in the last three years.
No longer just the realm of big budget commercials, video seems to be our new language – and advertisers are taking note of video marketing. The same study found that 86% of marketers used video as an advertising tool in 2022. A further 92% said video is an important part of their marketing strategy.
It seems like the world is pressing play. So why choose video marketing for your business in 2023?
Video tells a story, and does it well
The biggest reason video marketing has exploded over the last few years is its ability to tell a story in a memorable, measurable, digestible, and effective way. Let’s break it down:
Video is memorable
If you want your audience to not only see your message, but retain it, statistics prove that video is the way to go. Viewers remember 95% of a message when they watch it in a video compared to 10% when reading it in text.
Though video as a format may be more memorable than others, it’s still dependent on how well executed that video is. Videos that we remember use concept, editing and narrative to grab our attention and tell an authentic story that reaches us emotionally. Without that, it all gets lost in the sea of content.
It’s highly measurable
Video, especially online, generates very clear data. From it, you can not only glean how many people have watched it, but how often it’s been shared, liked, commented on, and at what point viewership dropped off. Importantly, you can see how many people clicked through from your video and ultimately bought your product or service.
This gives businesses and marketers the ability to measure performance and set targets, to adjust their strategy or tweak how it’s delivered – all invaluable tools in getting a business message to land.
With that said, video created without a clear goal or purpose will generate data that’s just that – random and relatively useless. Video works when it’s done to solve a specific problem. If you don’t know why you’re making a video, you probably won’t know what to do with the data it generates.
It’s easy to digest
People increasingly want their information in snappier and more digestible formats. When asked how they’d prefer to learn about a new product or service, 73% of respondents said they’d choose a short video over a text-based article, website or post, infographic, eBook, webinar or sales call.
This makes sense considering that 90% of information transmitted to the brain is visual, and visuals are processed 60 000 times faster in the brain than text.
You can quantify this even more with this stat that reveals a single minute of video is worth about 1.8 million words. A picture tells more than a thousand words, it seems.
Nevertheless, a video will only be understood if it’s designed well. Concept, story, and editing play a huge part in how easily we digest a message and how enjoyable it is to watch. Viewers don’t want to be sold to – they want to be entertained and informed. If you can do that first, and convey a brand message second, audiences will be far more receptive to your video.
It works
Video marketing is so big because it’s been proven to work, as the stats show:
- 87% of marketers say video has helped them increase traffic
- 86% say it’s helped them generate leads
- 81% say it’s helped them directly increase sales
- 88% of people say that they’ve been convinced to buy a product or service by watching a brand’s video
Video done with purpose, as part of a marketing strategy, can be a huge business investment. But that’s if it’s done right.
Audiences have grown increasingly sophisticated and know when they’re being sold to. With video marketing now everywhere, you need authentic storytelling to cut through the noise and make an impact.
Reach out for a no-obligation chat.
Tall Giraffe Video is about video marketing with purpose. We know how to create content that’s memorable, measurable, digestible, and effective.
Video that solves a business problem for you and delivers maximum value.
Your business has a story, and we want to help you tell it.