- Is your brand often forgotten?
- Do you want it to generate content that users wish to learn about?
- Do you find yourself putting effort into social media content that does not show the result you expect?
Then this article is exactly for you. Discover the 3 Reasons to use video!
The beauty of video is that it can play a role in any stage of the customer journey. It can help you raise awareness about your business, it can support your customers in the consideration phase or during the purchase, and it can help you improve customer experience so they would buy from you again. No matter what your business goal is, there is always a role the video can play, it is all up to your strategy. But why is the video so powerful?
Discover the 3 Reasons to use video now!
Humans are programmed to learn visually
We all learn through our senses and vision is the one that shows highest results in information retention. We remember 10-20% of what we read and hear, while 50-80% is processed through visuals.
Why only limit yourself and your brand to only visual communication? In a video, we can combine all 3 senses making it the most powerful source of information. That is why the videos with subtitles and a voice perform so well!
Think about it, what type of information do you remember best?
Your audience wants to see videos
Internet users simply want to see videos. They want to see them more than any other type of content that is shared on social media. Do you have doubts about it? Let’s back this up with data:
We see the difference in preferences by continent, but we also see that video is significantly higher than any other type of content in all 3 regions.
The explanation of this phenomenon is simple. Our attention span is decreasing, especially with the younger generations, which has direct impact on the type of information we consume. Watching is just faster and easier than reading an article, and it is more informative than looking at a picture or infographics.
Videos generate engagements and lead to customer conversion
In order to engage with the user, we need to capture their attention first. The way current social media platforms are designed allows us to keep users fully focused on the video content, excluding all the possible distractions that are there when consuming pictures or texts.
Platforms like YouTube allow the user to watch full screen, where comments and notifications are hidden. Platforms like Instagram or Facebook start playing the video without user even pressing on it. This way it helps to catch the user’s attention and allows them to concentrate on the content presented in the video.
If used right, video can generate engagements and even show a high customer conversion rate:
The average engagements of natively posted videos are significantly higher than pictures or even links! This just shows that the way you use a video plays an important role on its performance, since same video shared as a link would show less satisfactory results.
Once the attention is there, it is all up to the quality of your video!
If this does not convince you, remember that videos can be used outside of social media as well as supporting all the various things you can do with social media! Once you put all that time and effort into making something great, see how you can re-purpose it for your website or other channels. It will most certainly pay off.
References:
- https://policyviz.com/2015/10/21/more-statistical-fallacies/#:~:targetText=In%20it%2C%20Lester%20states%20that,what%20they%20see%20and%20do.%E2%80%9D
- https://chart-na1.emarketer.com/228235/what-kind-of-content-do-internet-users-worldwide-want-see-brands-businesses-they-support-of-respondents-by-region-q1-2019
- https://chart-na1.emarketer.com/229978/average-engagements-on-facebook-posts-by-content-type-april-2019
- http://totalaccess.emarketer.com/reports/viewer.aspx?r=2002201
- 3 Tips to use Video for Your Brand - January 17, 2020
- 3 Reasons to use Video on Social Media for your Brand - December 17, 2019