Web and social media video is still an under utilized form of reaching people that want to find stuff. People looking to find stuff have an intent to fill a need. This need is usually accompanied with a desire or necessity to spend money. Google, Bing and other search engines makes finding stuff possible with good SEO practices. Video has become a much more critical part of that search. Blended search is a more common way search engines display videos, news stories, images and other results alongside standard search. Optimizing videos to take advantage of blended search is by far the easiest way to get first-page search results on Google.
DDB Worldwide founder Bill Bernbach, often referenced on AMC’s Mad Men, said, “It’s not the numbers of ads you serve, it’s the impression you make.” To leave a good impression, you need to have a good story. Just about every company has a unique story, telling it is the secret to content branding. Tapping into the emotion of the consumer by relating your childhood experiences that triggered a lifelong passion, and is now the way you make your living is just one example of a story to tell. There are many ways to tell your story, but being authentic is critical. Gaining the consumers trust is essential to developing a lasting positive brand image. The late Steve Sabol, of NFL Films, said “tell me a fact and I’ll learn, tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.”
According to the Online Publishers Association, 80% of internet users recall watching a website video they visited in the past 30 days. Of that 80%, 46% took action after viewing the video.
• 26% looked for more information about the subject of the video
• 22% visited the website named in the video
• 15% visited the company represented in the video
• 12% purchased the specific product featured in the video
Website visitors are 64% more likely to buy a product on an online retail site after watching a video. Those same visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos, comScore says.
The value of one minute of video, according to Dr. James McQuivey of Forrester Research is 1.8 million words. Do you have the time and energy to write 1.8 million words? That’s the equivalent of 3,600 typical web pages. Who wants to write that much content to fill those pages? If you look at it that way, online video marketing is the most practical way to spend your time and energy.