Whether you own a small business or part of a multinational corporation, there is a constant truth in the marketing landscape: videos are more effective than images, banner ads and sound bites. But what strategies can businesses employ to get the most out of their video campaigns? Here’s a look at techniques and the statistics behind video marketing and why it works.
The Appeal of Video
Humans perceive the world predominantly with vision. While sound, smell, taste and touch make up the remainder, humans rely most heavily on what they can see. A person can get a sense for a visual in about one-tenth of a second, and a video ad is 12 times more likely to be watched than a text ad is to be read. There are a couple reasons for this; one of the simplest ones is effort. If people have a choice, they’ll typically pick the option that is easiest. For instance, how many people do you know who have seen a movie based on a book, rather than reading that book? While the book may be a more immersive and fulfilling experience overall, many people feel as though they don’t have the time and video conveys a message much quicker. But how does video match up against still photography? While, images are worth 1,000 words, video is far superior considering motion catches the eye easier than a still image.