How Video is Changing Content Marketing
In fact, it is becoming so commonplace in the everyday life that it is wanted and, in some cases, expected. The key is though is in making it a useful tool in your marketing plan. But you may ask “Why?” and, maybe better still, “Why now?”
Using the data published in their article, “Just The Stats: The Science of Video Engagement” we see that over 90% of marketers were using it in their campaigns alone. To go further, 84% were using it for the website campaigns and over 60% are using it for their email marketing. It is easy to imagine how much these numbers have increased in the years since this report.
So, video marketing works – or at least we believe it works. But why? Engagement is the answer and it is monitored zealously by industry sites like ReelSEO and YouTube which exists because of video.
What is video engagement and why is this important?
Engagement is the capturing of a potential consumer’s attention. It is no secret that the average attention span for most young adults and adults, is measured in seconds not minutes anymore.To engage the viewer to hold on and watch a 30-second or even six-minute video for as long as possible.
But the goal in type of marketing is not 100% viewer retention. For any piece – be it 60 seconds or longer – 100% view retention in not realistic. Neither is the quest for virality. The goal to achieve a level of engagement from your target viewer. In the aforementioned article, it was scientifically shown that
“… videos under 1 minute enjoy 80% viewer retention up to the 30-second mark, while videos 2-3 minutes in length still enjoy 60% retention. 5-10 minute videos (which is just about the cutoff for video marketing purposes) still see over 50% viewer retention halfway through.”
How effective is video marketing? Can it really work?
Diode Digital found that it is 600% more effect than direct mail and print media. They also concluded that, before reading any text, 60% of site visitors will watch a video if available.
Videos make an impact and are remembered better, too. In 2017, Online Publishers Association noted that 80% of viewers recall a video ad they have seen in the past in 30 days. Business executives also enjoy watching a video over reading reams of text, for example. Specifically, 59% of senior executives preferred watching video over text and that 75% of executives watch videos while engaged in work.
“A picture is worth a thousand words” is well worn English idiom. So, it is not surprising that that one minute of video is worth 1.8 million words.
In this regard content marketing is the process of making more with less; of letting the image or images capture your product in seconds. In the next article in this series, we will discuss where to find your clients and how to target them strategically.