If you feel online video is just another over hyped, passing fad, think again.
Online video is gaining strength as a source for content marketing.
Michael Conti Productions has seen an increase in its video production services as more companies have come to see the value in having a professional do their online videos for them. This same dramatic increase has also occurred for professional wedding photographers after an initial decrease in business as everyone got their own digital camera and started taking pictures at these one off events. The results proved that having a single point of view is better. The important point is that we know the subtle tricks to insure that what we capture provides the maximum benefit for your audience without being distracting from the overall message.
The graph below illustrates the percentage of marketing respondents that use each content or offer:
The take-away? Most respondents prefer online video over white papers, case studies, even live demos with reps. And you should factor that into your future content marketing strategy.
Marketing automation giant Eloqua and CMO.com (
Thanks to Ashley Verrill at Software Advice for this sharing this deeper insight.
So, Why Video?
The web trending towards video is made obvious by much more than the example above. After all, YouTube is the number two search engine in the world. This may lead you to the conclusion that we simply don’t like to read anymore. But the video preference situation we’re witnessing is much more detailed than that. So the question you may be asking yourself (or your boss may be asking you) is: Why video?
For this, let’s reference an expert. A real Ph.D. level expert, Susan Weinschenk, Ph.D. — also known as The “Brain Lady.” As a leading speaker, author and consultant to brands like Amazon, Disney, Walmart and South By Southwest, she brings a deep understanding of the psychology of customers and why they do what they do.
She has uncovered four core, very human reasons we are drawn to video:
#1: The Fusiform Facial area makes us pay attention to faces – this is an actual brain function that hard-wires us to use the human face as a gathering point for information and believability.
#2: Voice conveys rich information – yes, the simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content.
#3: Emotions are contagious – here’s a subtle but powerful aspect that we may take for granted. The body language of emotions is an appealing and we naturally love to share.
#4: Movement grabs attention – another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion – looks like we still do!
You can watch Susan’s detailed presentation here.
These are important details to consider when you approach doing a video in-house or seek to hire a professional that is well-versed in capturing visual and auditory signs to help your audience to connect with your message.
The following article was abridged.