At Kaleidico we encourage all our clients to explore and exploit the many benefits associated with video marketing. The web video has become an art form. Like the television commercial before it, the challenge and opportunity to captivate an audience, tell your brand?s story and push consumers toward a specific action constitute the core of web video development. In honor of the 12 Days of Kaleidico Christmas, we offer you our second to last installment of this digital marketing series ? the web video.
Engagement
It?s a fairly common buzz word thrown about by agencies and marketing pros the world over, but the term is much more than lip service. Engagement means pulling your audience in and inspiring an action within them ? the need to comment, to explore, to share. Perhaps most importantly, customers that encounter a brand through video marketing experience an increased intent to buy of anywhere from 70 to 90 percent! The stats are everywhere, just give it a health Google search.
Why Video Marketing?
There are more than a few excellent reasons to include video marketing as a heavy component in your company?s marketing strategy, but one of the best ways I have seen it explained is in the video below. It?s all about the senses. People learn and experience the world through all five senses, but the most common ways are through vision and sound. Of course, the most powerful human sense is our sense of smell and taste ? nothing shapes the human experience more profoundly that our sense of smell. Just think about the last time you took a deep breath of fall air and remembered all the days you spent leaping in and out of leaf piles as a child, or the scent of freshly cut grass and summertime. However, because every piece of marketing collateral can?t be scratch ?n? sniff, let?s focus on the auditory and visual component of our senses.
Video Marketing Stats
Still not convinced? If that?s the case we understand. For the most part video marketing can be expensive (although it doesn?t have to be cost-prohibitive, we have visual solutions to fit any budget), but the ROI is well worth it. Just look at these numbers assembled by SmartShoot http://www.smartshoot.com/blog/25-online-video-marketing-statistics-that-will-blow-your-mind/:
25 online video marketing statistics that you should know
1. YouTube attracts 136MM unique viewers per month. (source: NIELSEN)
2. YouTube users watch more than 3B hours of video per month. (source: YouTube)
3. 72 hours of video are uploaded to YouTube every minute. (source: YouTube)
4. 75% of online video viewers have interacted with an online video ad in the past month. (source: Tremor Video)
5. 80% of online video ads are abandoned within the first half of the ad. (source: VINDICO)
6. 86% of colleges and universities have presences on YouTube. (source: University of Massachusetts Dartmouth)
7. 147.4MM Americans watch video on the internet. (source: Nielsen Wire)
8. Roughly 74% of the online video market now supports HTML5. (source: LongTail Video)
9. Animated explainer videos increase conversion rates by 20%. (source: Unbounce)
10. 36% of online consumers trust video ads. (source: Nielsen Wire)
11. 87% of online marketers use video content. (source: Outbrain)
12. 76% of marketers plan to increase their use of YouTube and video marketing, making it the top area marketers will invest in for 2012. (source: Social Media Examiner)
13. 49% of the top 20% of B2B marketers in generating leads through social media integrate online video with social media, compared to the industry average of 32%. (source: Aberdeen)
14. Video ads make up 35% of total online ad spending, up from 27% in 2011. (source: Break Media)
15. Digital video advertising spend will reach $5.4B by 2016. (source: Break Media)
16. 49% of U.S. marketers plan to boost video ad spending in 2012, and 65% have larger mobile ad budgets. (source: eMarketer)
17. Comedy is the most popular form of online video content among all viewers (39%), followed by news (33%) and music (31%). (source: Burst Media)
18. Rich media ads with video generate 6 times as many post-ad site visits as standard banner ads. (source: MediaMind)
19. Online video advertisers prefer pre-roll ads by a 3:1 margin over the next most favored format. (source: Break Media)
20. 30 second in-stream mobile video ads have an 88.3% completion rate. (source: Rhythm Insights)
21. Combining video with full page ads boosts engagement by 22%. (source: Rhythm Insights)
22. 4 out of 5 online users will click away if a video stalls while loading. (source: Google)
23. 22% of U.S. small businesses plan to post a video to YouTube in the next 12 months to promote their businesses. (source: BIA/Kelsey)
24. Enjoyment of video ads increases purchase intent by 97%, and brand association by 139%. (source: Unruly)
25. Two-thirds of the world?s mobile data traffic will be video by 2016. (source: Cisco)
Video Marketing Essentials ? Quality, Audience, Promotion
Before we leave you with so much to consider we want to remind you that not just any web video will do. Your CEO, simply talking to the camera, might be a good video element once the customer is fully engaged with your brand, but if you want to grab eyeballs in the midst of the content maw we call the web, your video better be good. By good we mean it must have interesting theme or message, be well executed and reasonably short, and above all must have particular production quality. There are, of course, exceptions. Home movie style web vides of cats, little kids doing stupid things and a whole host of other user or mock-amateur content does very well. However, in those cases that video better be down right hilarious if you expect to get any attention.
Below is an episode from a series we are in the midst of creating for a client that operates in the online interior design space. The audience is interior designers and professional enthusiasts of design. It?s focus is on the Detroit Design aesthetic. Each episode features a new architect or designer and gives a brief look into their design lives and philosophy. This series is being produced very inexpensively as our client is a start-up. If you?re interested in learning more about what video marketing can do for your company, don?t hesitate to drop us a line. Every company has a story and every story deserves a video to tell it.
House of Art v11 h264 from Kaleidico Digital Marketing on Vimeo.
Source: http://www.kaleidico.com/kaleidico-christmas-2-web-videos/
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