Why Video Is So Effective

Why Video Is So Effective

why video is so important title

When it comes to conveying your message to your audience, video is one of the most effective mediums you can use.

While the internet has always been primarily text based, with technology developing and video now accessible to everyone, that’s rapidly changing.

If you keep up to date with video marketing you’ll be well aware of the forecasted growth of video, with projections showing that by 2018 video will account for a massive 79% of all online traffic.

video projections

Here we’ll break down some of the key reasons why video is such a great way to get your message across, and why it’s becoming internet users preferred way of consuming information.

 

It Grabs Attention

Video is great at grabbing users attention. If a video is available, 60% of visitors will opt to watch it before reading any text.

listen to me

When you consider the very small window you have to grab a new visitors attention when landing on your site, and combine it with the increase in visit duration that video produces – it makes sense to place a video in a prominent position where users will see it.

Most websites would struggle to explain what they do in the short time that a visitor makes up their mind to stay or not, but video can grant you the extra few minutes of engagement to make your case.

 

Effective Delivery

Our brains process imagery 60,000 times faster than text. Whatever the message you’re trying to convey, it’s likely that a couple of minutes of video is going to be more effective at representing your brand, than the vast amount of text that could be cluttering up your site.

visual stimulation

Not to mention the fact that video helps convey factors that text cannot, such as emotion and personality, and also speeds up the explanation of visual concepts.

If you take a look at your website analytics, you’ll likely be getting an average visit duration of under three minutes – you need to make every second count.

 

Recall More

In addition to explaining more, visual imagery has the added benefit of being recalled easier, with studies showing that users recall six times more information from video than from text.

Convey your message through video, and it’s more likely to stick in your audience’s heads.

 

Differentiate Your Offering

This factor is less attributable to video as a format, and more to the current online marketing landscape.

While 80% of marketers see video as important, only 10% are actively using it, and the majority of websites still don’t have any video at all.

stand out

This means video can be a key differentiator between you and your competitors, giving your website the opportunity to engage your audience on a much deeper level.

This advantage won’t be around forever – as more websites adopt video into their marketing strategy customer attitudes will change from “wow they’ve got a video” to “wow they haven’t got a video”.

 

Get Going Sooner Rather Than Later

As with most emerging forms of marketing, such as Search Engine Optimisation and Pay Per Click advertising, it’s much easier to succeed early on when there’s less competition. As more people adopt it, it requires more investment to get ahead.

It’s only a matter of time before you need to start using video, so get going today while you can still differentiate yourself.

Ben has a background in SEO and has a keen interest in all things video - If you'd like to connect with him you can find him on Twitter @btmhook or Google+.