Why Produce A Video?

Why Expend Time and Money Producing Video Content ->

Susan Weinschenk, a UI/UX behavioral psychologist, writes that we rely on a specific area of our brain to tell us to read faces and then to decide whether or not someone (and their message) can be trusted.

So, we have an innate preference for interactions, even monologues, with human beings.  We trust communications with people over other forms of information presentation, be they the written word, animations, infographics, etc.. And when we believe the presenter, we picture ourselves in their shoes, literally, sometimes, and become converted through the story they are telling.

Videos are effective messaging tools, because we empathize with the storyteller. And customers would rather hear about how a product or services has benefitted the lives of people like them. They don’t want to hear the VP of Sales yammer about their own product.

Stacksandstacks.com, an online retailer, found that visitors to their Website who watched a product video were 144% more likely to purchase that product than visitors who did not watch the video.

Viewers tend to spend as little time as possible reading when given the option to watch a video. Visitors report watching a video to be easier, faster and more effective. That’s great for marketers, because potential customers absorb and retain information in videos more effectively than they do by reading simple text or looking at static images. By educating Web visitors about the specifications and key differentiators of your product or service in a compelling story format, potential customers will be more likely to purchase that product.

Internet Retailer reports that when a video includes a high degree of varied content, viewers will actually watch that video multiple times to absorb more of the information presented, and this translates into potential new customers spending more time on your Website considering your products and services!

And if you didn’t already sense a trend, your competition is producing a video right now! According to Cisco, 87% of Internet traffic is video content. 70% of business-to-business content marketers already use video in their marketing strategy. And almost 60% of those marketers rate video as the best way to market their content. 

Videos also boost that all-important marketing metric:  SEO. If a Website includes video, Google equates that information to mean, “this site has content!” And Google’s ever-changing algorithm continues to increase the ranking factor of pages that include video.

Video also decreases bounce-rates. Visitors spend twice as long on a page with video than without. And they remember more content from a message in a video format, than when it comes in a text.

And higher quality content, like video, generates more backlinks, which further promotes SEO.

With responsive design integrated into most Web templates, video viewers, social media sites and video sites, video will play on virtually any device.

Last but not least, marketers can distribute their video content across all of their social media and other points of Web contact:  Website, YouTube, Vimeo, Facebook, Instagram, Twitter, Pinterest, TikTok, Amazon, blog posts, email campaigns, and the like.

So, what are you waiting for?!