Our attention span has evolved...
According to a Microsoft study, the human attention span has dropped to 8 seconds. A goldfish does better with 9 seconds. We can therefore say that our attention span has evolved enormously thanks to the use of digital devices and an abundance of content. With the advent of the Internet and social media, we often jump from tab to tab, site to site, scroll endlessly through feeds and are constantly bombarded with notifications. Mobile devices have shortened our attention spans even more as we are distracted by the endless information available to us at any time of the day. So there is no doubt that we prefer watching videos to consuming content in any other way.
We know that our brains can process images much faster than words - about 60,000 times faster, according to Krista Neher. Thus, the classic saying "one image says more than a thousand words." rather "one minute of video says more than 1.8 million words."
Video content is more attractive & shareable
When we see something interesting or cool on the Internet, we instinctively want to share it with our friends - exactly the concept that social media wants to pursue. Almost everyone remembers the viral videos like the ALS Ice Bucket Challenge. According to a Google study, 63% of consumers say they will buy a product after watching a video. Videos not only put brands in front of an audience, but also help them tell a story. This is in contrast to most traditional advertising, which focuses on delivering one universal brand message.
Telling stories through video is a very effective way of building enthusiasm and motivating your audience. When done right, video can be an unforgettable experience. It does this by conveying relatable information that evokes emotion in the viewer. Marketers recognise the effectiveness of video marketing. According to 70% of them, videos deliver more conversions than any other type of content.
New video formats and trends continue to evolve
In recent years, we have seen the rise of more interactive and immersive video content. Think of 360-degree video, live streaming, virtual reality, and the hugely successful Tik Tok and Instagram reels.
Of course, these innovations provide new opportunities for companies and brands to creatively address their audiences. They make it possible to stand out and stand out in an increasingly competitive media environment. But you don't have to adopt every new trend in video content. Instead, test out a handful of them and focus on the videos that are relevant to your audience.
Plan, Buy and Measure
A clear plan of action is crucial to the success of your video campaigns. That's why the Plan, Buy and Measure cycle is often applied. First, we plan the campaigns to gain certain insights. Then, we set up the campaigns according to Google's best practices. And finally, we measure the results achieved to find out the impact of the campaigns.
The video marketing budget continues to increase
Demand for video is growing at an astonishing rate. According to a study by Hubspot 54% of people want to see more video content from marketers. To meet demand and stay competitive, more and more companies are increasing their video marketing budgets. In 2016 alone, 63% of marketers planned to increase their video marketing spending in the coming year. This means that video marketing has proven to be an effective way for companies to cut through the noise and demonstrate strong marketing value. According to HubSpot's Ultimate List of Marketing Statistics, 80% of marketers who use video saw their sales increase faster than non-video users.
Not only do most marketers think video content is more effective than other forms of content marketing, but 59% of them agree that it is the type of marketing content with the best ROI.
It is time to invest in a video marketing strategy
After all we have discussed here, all the data indicate that video marketing will not disappear anytime soon. It is no longer "nice-to-have." It's an essential strategy your business needs to stay ahead of the competition. So now is the time to start thinking about how to make video content work for your business. Not sure where to start? Contact us and we'll be happy to help you!
