The Importance of Video Content
This document was created to inform, inspire and motivate teams to begin incorporating video into their marketing strategy. Also, we have included a set of channel agnostic video best practices to assist marketers in engaging the millennial and student demographic.
WHY Video? (By The Numbers)
“That’s the number of Internet users who watch online marketing videos each day. Many of them are looking for advice on how to do something or how to make something work better. And a whole lot of them are looking to buy a service or product.”
The Online Publishers Association, says that’s the percentage of Internet users who recall watching a video ad on a website they visited in the past 30 days. Of that 80%, 46% took some action after viewing the ad.
26% looked for more information about the subject of the video
22% visited the website named in the ad
15% visited the company represented in the video ad
12% purchased the specific product featured in the ad
Using video on a landing page increases conversion by 80%
Homepage videos increase conversion rate by 20%
GetResponse uncovered data that marketers who integrate a video in an email generated a 40% higher monthly revenue. They also reported a rise in all important performance metrics: 55% increased CTR, 44% increased time spent reading an email, 41% increased email sharing and forwarding.
The Forrester Marketing group surveyed businesses and found that video did even better. When marketers included a marketing or explainer video in an email, the click-through rate increased by 200% to 300%
ONLY one minute of video is worth 1.8 million words, so say Forrester's researchers. Little wonder then that Axonn Research found seven in 10 people view brands in a more positive light after watching interesting video content from them.
The Bottom Line
Video is the single most effective way to communicate online. Whether talking to teens and millennials or adults, a ONE-MINUTE video is more effective than pages and pages of web copy.
Businesses and organizations that incorporate video marketing into their overall marketing strategy see higher engagement rates, higher click-through rates and higher conversion rate.††
Video (Agnostic) Best Practices
These tried and true best practices also include tactics and strategies for video success. See below for audience-specific recommendations.
1. The first 10 seconds
Most users “click off” a video within the first 10 seconds. That’s why it’s imperative to create an engaging and arresting open. Front-load content!
2. The Shorter the Better
Almost every video statistic acknowledges that the longer a video is the higher the drop off rate. Videos that are 1 minute and under are shown to be the most effective.*
3. WIFM (What’s in it for me?)
Give the user plenty of reasons to watch the video. Make sure that the audience knows that they will get something out of watching your video. That something could be more knowledge, better understanding, a new tool etc.
Ensure that the information being offered is relevant and useful to the audience.
5. Emotional Resonance
Statistics show that when a video resonates emotionally with the audience they watch and share.
6. Features and Benefits
Highlight all the features and explain the benefits (see WIFM above) to the audience.
7. Tell The Story Visually
Since video is a visual medium, it’s important to tell the story visually. Images, whether moving or not are better than words. Also, it should be noted that sound/music/voice-over adds to the efficacy of a particular video.
Though some videos don’t have offers, when possible include an offer. This could be a PDF download “Top 10 SAT Studying Tips” or “Get More information on Financial Aid”.
9. Authentic Voice aka, Know Your Audience
Speak to students, teacher and administrators in their own unique and particular voice.
10. CTA/Call to Action
Almost ALL videos are driving the user to take action/transact. A CTA could be as simple as, “Learn More” or “Visit www.URL.com” .
Engaging Teens and Millennials
Below are some best practices that pertain to video targeted to teens and millennials.
These are the top ways† to engage this audience:
Ease-of-sharing across social media platforms and mobile devices
Plan to launch multiple videos with only enough time in between to still maintain teens' shorter attention spans.
Teens are responsive to language – so put a lot of thought into the keyword choices in your videos.
Teens are also responsive to images – give consideration to your choice of thumbnail image for your videos that will get their attention
Make your video content available via mobile devices
Give teens their own voice
Look to emerging Web community platforms popular with teens, such as formspring and others
Less focus on advertising and "talking at" teens and more focus on embedding your brand in the content and "talking with” or dialoguing with your audience
Overall, build a real community experience, or be an active part of an existing teen community.
Types of Videos
Below are the types of videos that could be executed.
Animated – This could be cartoon-like characters or beautiful graphics with music and voice-over.
- Examples: Animated Video
Kinetic Text – this is text on the screen that is animated and manipulated to tell a particular story.
- Examples: Kinetic Text
Live Action, which could include animation and graphics:
MOS, man on the street
- Example: AP Computer Science Principles
Instructional/Educational – these videos serve to explain, inform and show how to do a certain task.
Example: Common Core Classroom
Infographic – these are static images that use a clever combination of pictures and words to tell the story.
Channels to Consider for Video
- Social – this would include: Instagram, Snapchat, Facebook, Youtube and others.
- Homepage/Landing Pages – embedded video on a homepage or landing page is an extremely efficient and powerful way to engage the audience.
- Webinar – many webinars incorporate video to assist in telling the story or conveying information in a clear and concise way.
- Events – video can be utilized in live events to inform, entertain and inspire.
- Vlogs or Video Logs – unlike podcasts which are voice only, video blogs or vlogs are videos that are generally less produced but allow the audience to hear and see the people talking.
- Broadcast – Broadcast video is a powerful choice for reaching a larger audience with a specific message.
Goals | Propel, Reach, Prepare
All great videos support organizational goals for:
Reach - video is the ideal medium with which to communicate with a mass audience. Video is also ideal mode for reaching high school students where they are.
Propel - The more effective/engaging videos we produce the more students will be encouraged to succeed. They will be encouraged to work harder, practice longer, find the financial resources they need to find success.
Prepare – Students, educators, legislators – all need to know how best to prepare. Show them how (Khan, group study, etc)
And if you can support all of these goals with compelling/informative video – you will Thrive as an organization!
Thank you for reading and watching!
Yours Truly! Jordan Jacobson & The Kestum Bilt Team
According to research conducted by Jun Group, videos that are 15 seconds or shorter are shared 37 percent more often than those that last between 30 seconds and 1 minute. If you make your video longer, that stat goes down. Those shorties are only shared 18% more often than videos of longer than 1 minute. Visit: http://www.videobrewery.com/blog/18-video-marketing-statistics for more information.
*Longer Docu-Style content can get a great ROI, but shorter teaser videos need to also get produced in order to create the need “to want see/learn more.” (the same concept behind a movie trailer)
†10 GenY Video Marketing Tips: How to Engage Teens With Online Video http://www.reelseo.com/video-marketing-tips-teens/#ixzz3rNiESGYI
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†† Statistics compiled by Videobrewery.com http://www.videobrewery.com/blog/18-video-marketing-statistics
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