According to a Microsoft survey conducted on 2,000 participants between the years of 2000 and 2013, the average human attention span had decreased from 12 to 8 seconds. The study also revealed that goldfish have the attention span of 9 seconds. That’s right, goldfish. The average human attention span is technically less than that of a goldfish. Now, don’t let this discovery make you question your efficiency as the hard working individual you are. There’s so much out there to be seen, and it’s all right there on your mobile device, spread across a multitude of social media and other digital forums. There’s no wonder we can’t seem to focus on one post or advertisement for too long.
So, what does this mean for companies trying to create and boost their brand’s awareness in a world where the consumer’s attention is constantly shifting from one tech device to the next? The solution lies in the ability to communicate a company's or brand’s message in a visually stimulating way while also expressing a concise message in a short time frame. Video marketing delivers these benefits and is becoming a crucial part of any organization’s marketing strategy. A study conducted by Kaltura found that 80 percent of participants agreed that video conveys a more powerful message than written communication.
Now, this doesn’t mean the written word is dead, especially since you are taking the time out of your busy day to read this article. This just means marketing is adapting to a fast paced, tech savvy society, where B2B and B2C marketers are discovering that video has become one of the most efficient ways to compete and communicate within their industries.
Why does video appeal to us?
Imagine reading the description of a bottle of Coca-Cola—“cold, refreshing, bubbly, sweet.” Chances are you’re enticed by these words. Now imagine watching a video of someone opening a bottle of coke. You hear the fizz of the carbonation. You see the bubbles come rushing to the top. You watch someone take a sip and see his or her refreshed and happy expression. Boom! You’re sold.
We as humans respond to our senses, and the combination of visuals and sounds enhances our ability to imagine how something might taste or feel. It also captivates us in such a way that helps us to remember the message more than we would by just reading about it. In fact, we process visuals 60,000 times faster than we process text. According to a PR Newswire survey testing consumers' recollection of ads, only 14 percent could remember the last display ad they saw, but 80 percent recalled video ads they watched online in the last week.
What about video promotes viewer engagement?
Videos are not only more effective in relaying product information to consumers. They encourage viewers to share, while boosting brand awareness. Proven in the research conducted by Usurv, consumers are 39 percent more likely to share video content. Companies are using social media platforms such as YouTube, Facebook, and Instagram more than ever to promote their services, especially through the use of video marketing. In the 2013 Video Marketing Survey and Business Trends Report, comprised of feedback from over 600 marketing respondents, 82 percent of participants confirmed video had a positive impact on business results. In 2016, Aberdeen found that businesses using video grew company revenue 49 percent faster than organizations without video.
To successfully increase engagement, certain standards of quality and length must be considered when producing videos. A 2016 Brightcove study found that 62 percent of consumers are more likely to have a negative perception of a brand that published a poor quality video. This indicates it's in the best interest of the company to invest in quality video production while also employing experienced, creative professionals in the design. When considering production quality, consideration should include the camera, visual content, sound, editing, talent, and crew. All these aspects combined help ensure the videos’ ads and vlogs will go viral on the Internet. In fact, 70 percent of marketers claim video produces more conversion than any other content, meaning website visitors are more engaged and more likely to take the desired action of marketers.
Another important element of engaging video to consider is keeping the video short and to the point. Netflix is revolutionizing the way people are watching television series because it has allowed a way for viewers to watch shows on their own schedule. To some degree, television series are even becoming more popular than movies because they are shorter and take less time to watch. The same is true with video marketing. People want a visceral experience, which allows them the freedom of connecting with the product or service being promoted both on their time schedule and quickly. Back in 2012, Wistia provided analytics showing that videos under a minute in length held 80 percent viewer retention while 2 to 3 minute videos saw a 20 percent decrease in retention. With these statistics in mind, sometimes less really is more.
Video marketing is more than just video ads
There are a number of ways you can advertise through video, but companies can also use video to educate and inform potential clients or future employees about who they are and what they do. If you were presented with the option of reading lengthy instructions on how to use a new software program or watching a video with a charismatic, articulate host and unique, easy to read graphics, which would you choose? Research shows that 40 percent of learners respond better to visual information than text alone, which means incorporating video and infographic options with text will allow you to appeal to more of your target audience.
There are a wide range of video types that both small businesses and large corporations are using to stand out to their customers:
- Interviews – Feature owners, managers, employees, or clients to give positive on-camera testimonials about your company
- Event coverage – Promote or document a conference or company event
- Presentation – Highlight speakers from your company similar to TED talks, which are extremely popular amongst professionals looking to gain insight
- Tutorials – Show customers how to use your product and in the process help gain the consumer’s trust
- Culture – Provide a behind-the-scenes look at your company, what it stands for, its involvement in the community, and where it plans to go in the future to help with recruitment and engagement
Even the shorter, creative promotional videos being posted to Instagram and Snapchat are becoming popular marketing tactics. They often generate likes and are easy to watch.
To clarify, this is not an article encouraging you to stop reading and redirect your attention to watching videos. In fact, I highly encourage you finding the time to read a good book (something many of us don’t do anymore). However, in a world of growing competition among organizations of all types and sizes, videos are the future of marketing. Videos help separate your company from the pack of its competitors and engage with your audience on a more emotional level.
So how would you use video to tell your story?
CATMEDIA is an award-winning Inc. 500 company based in Atlanta, Georgia. Founded in 1997, the company specializes in advertising, creative services, media production, program management, training, and human resource management. As a Women Owned Small Business (WOSB), CATMEDIA provides world-class customer service and innovative solutions to government and commercial clients. Current CATMEDIA clients include Centers for Disease Control and Prevention (CDC), Federal Aviation Administration (FAA), Office of Personnel Management (OPM), and the Department of Veterans Affairs (VA).