Only 20% of website visitors will read the majority of the text but 80% will watch a video (source: Forrester Research). Adding a video to your website also makes it six times more likely to convert a browser to a paying customer (Forrester Research). Videos can simplify, create compelling narratives and convey a sense of quality. And of course they can directly demonstrate a product or service. 68% of the top 50 internet retailers use videos on their websites (source: Forest Research).
Animated marketing videos can capture your message in its perfect form – a powerful thing. Infographics platform visual.ly had over 80,000 signups from a video on its LaunchRock page, months before the company went live. And the advantages are industry agnostic. Four example, complex B2B services benefit hugely from the clarity of explainer videos. When document processing automation company Celaton added a video to its homepage, CEO Andrew Anderson said “The video immediately transformed our biz dev and boosted growth.”
Buyers are 98% more likely to watch a presentation on video than to listen to a sales rep. (Forrester Research). As a shareable format, videos make it much easier for people to become evangelists. And online video delivers 10 times the response rate of static text and graphics. (Source Double Click).
Videos are 53 times more likely than traditional web pages to receive an organic first-page ranking (Forrester Research). Videos can also achieve top Google rankings much more quickly than webpages. SEO results normally take several months, as the age and history of the site is a factor, but videos don’t have this restriction. Google’s enthusiasm for video means web pages are being pushed down the rankings to make space for video content, so it’s a great way to jump ahead of the competition.
Get to the heart of your message.
This is the most important thing in the whole process. Product, service, business, or charity, it’s crucial to be absolutely clear about why it’s special. People are increasingly well informed and can spot fake messages in a heartbeat. On the plus side, they’re also good at spotting genuine messages, acting on them and sharing them.
Tell your story.
Stories are far more powerful and persuasive than facts and features. Tell your story in the most engaging, concise way possible. One of Pixar’s rules of storytelling is: Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free. Create a compelling story that captures why your message is meaningful, and people will want to follow you.
Clarify ideas by visualising them.
The human brain absorbs 50% more information through moving pictures and sound than the next best medium (Forrester Research). Visualisations work best when they’re simple and human. For example, Celaton had tried using graphs to illustrate its document automation process - it looked good, but wasn’t engaging. When their software was visualised as a super-hero robot, sucking up inboxes, Andrew Anderson said “It had such a big impact we redesigned our website around it.” Perhaps that’s the future of video: The central marketing asset, capturing the perfect message and informing everything else.