The case for investing in Video Content for your website

By 2019 over 80% of our time online will be spent watching video content

Watching video content currently represents just over 70% of the time we spend on line, with forecasters unanimous in their opinion that this will reach 80% at a minimum, by 2019. For those marketers who have jumped into the Video Content world they have been well rewarded with significant shifts in their key metrics:

  • The average website visit is less than 50 seconds when not using video content, by adding video this increases by a multiple of between 5 and 10 X, so video is proving to be not only effective at gaining your audiences attention as it also draws them in to explore more of your content.
  • Marketers who use video grow revenue 49% faster than non-video users. (VidYard)
  • People spend on average 2.6x more time on pages with video than without. (Wistia)
  • Consumers are 39 percent more likely to share content if it’s delivered via video, and 36 percent more likely to comment and 56 percent more likely to give that video a coveted “like.” (Userv)
  • Including video in a landing page can increase conversion by up to 86%. (EyeView)

These improvements should really come as no surprise as the science behind videos impact tells us that we respond to visual stimulation much better then optical. In the case of reading, our brain decodes visual information 60,000X faster than text, which means video allows us to eliminate visual complexities out of our communication and explain complex ideas in seconds rather than 1000’s of words of text.

How Dropbox used Video to drive interest at launch

When Dropbox launched, they developed a demo video before they had ever written a single line of code:

“It drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight. It totally blew us away,” said Dropbox founder Drew Houston.

Demo videos are powerful and impactful, and are particularly effective where customers are searching for answers to their problems. In Dropbox’s case, showcasing their MVP (minimum viable product) was enough to convince customers to sign up for their waiting list.

The Power of Video as a visual Communication tool

In his article “The Power of Visual Communication” Mike Parkinson, founder of Billion Dollar Graphics, a company that offers organizations tools to be more successful using effective visual communication concludes that powerful visual communication is influenced by 2 main factors:

  1. We understand visuals faster because they affect us both cognitively and emotionally. “Cognitively – Graphics expedite and increase our level of communication. They increase comprehension, recollection, and retention. Visual clues help us decode text and attract attention to information or direct attention increasing the likelihood that the audience will remember.” “Emotionally – Pictures enhance or affect emotions and attitudes. Graphics engage our imagination and heighten our creative thinking by stimulating other areas of our brain (which in turn leads to a more profound and accurate understanding of the presented material).“
  2. We remember visuals better because they are processed in our long-term memory. According to Dr. Lynell Burmark, Ph.D. Associate at the Thornburg Center for Professional Development “…unless our words, concepts, ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory where we can only retain about 7 bits of information (plus or minus 2) […]. Images, on the other hand, go directly into long-term memory where they are indelibly etched.”

Connect to your audience at a personal level.

Video has proven to be highly effective at building engagement with audiences on a personal level. As humans we are hard wired to read faces. Pareidolia – our psychological tendency to perceive a random stimulus as significant – is what makes us see faces in tree trunks, the moon, and shadows We like to see faces, we want to see faces, and we subconsciously look for them.

There’s a reason people want to “look someone in the eyes.” Our brains are built to establish trust through face-to-face contact, hence the “talking head” has become an integral component of video content.

When someone tells you something, face-to-face, the message has a greater impact than if you read it. Video provides the medium through which we can replicate that essential, nearly in-person human connection, with your audience. Video provides us with the ability to communicate “face-to-face” on a bigger, asynchronous scale cost effectively.

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