What’s so good about video?
The function and popularity of digital media has grown significantly over the last few years. Specifically, we have seen a dramatic increase in the use of video content both by the media and social networks. With internet videos currently accounting for half of all internet traffic (YouTube has more than 1 billion unique site visitors each month) how can businesses ensure they make the best of video?
Alex Ellis is an account director at Camargue.
The use of video content is on the rise. In the last year, photo-sharing website Instagram launched a video version of its service, while Twitter video app Vine was also launched, sparking a huge upswing in video-sharing. Furthermore, sites like YouTube and Vimeo offer widespread opportunities for individuals and businesses to share more developed video content than ever with their audiences.
The growth in internet video sharing is so great that global video traffic made up 57 percent of all consumer internet traffic in 2012, according to a report from Cisco.com. It has also forecast that by 2017 nearly a million minutes of video content will cross the network every second.
So while I like to watch Epic Fail videos as much as the next person, does video content on websites really have any impact on businesses? Well in a word, yes.
An article in Forbes magazine discussed the rising popularity of video and referenced Susan Weinschenk, Ph.D who (in their words) helps businesses to understand the psychology of customers and why they act the way they do.
She has uncovered four very human reasons why we are drawn to video:
1. Our vision pays special attention to facial recognition.
2. Voice conveys rich information.
3. Emotions are contagious.
4. Movement grabs attention
In commercial terms this means a message conveyed on video has a greater chance of being understood and taken on board by the viewer. So what can businesses do to incorporate video into their marketing successfully?
There are a number of pitfalls to avoid when producing video content, and it is important to remember that you cannot dictate what your audience will find interesting. As with all other types of communications, the lesson is don’t preach to them and don’t try to sell to them, just try to engage them.
It’s also important not to get too caught up in ‘going viral’, this should never be your aim. Getting this kind of exposure is incredibly rare, and often unnecessary. If you reach the top ten per cent of key influencers in your sector, you have done your job.
Vital to a successful video is keeping it short. In 2008, the New York Times found that 19.4 percent of viewers abandoned a video after 10 seconds, and 44.1 percent abandoned it after 60 seconds. If you can wrap something up in 30 seconds, do. The short spans of Vine videos are testament to this. Use clear visuals, and make the production value as high as you can as people do judge a book by its cover.
But if I’m to take my own advice, rather than reading any further why not watch a video on how to make a good video instead (Created by Vimeo – experts on the subject ).
If you’re interested in video get in touch to find out how we use video and other media, to get your message across.
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