A guest post by Daniel Thomas.
There is a saying, “a picture is worth a thousand words, but a video is worth a thousand pictures.” This cannot be more true in terms of marketing.
There is no contest between image and text compared to a video. Regarding customer engagement, videos simply outperform plain text and images.
Over the past couple of years, there has been a steady rise in the amount of time spent watching videos, especially on social media. In 2022, people are spending around 19 hours a week watching online videos.
With its high conversion rate and expanding popularity, video content is edging out written text and images as the preferred marketing medium.
Without a doubt, video marketing should be an addition to your marketing kit. You might still have reservations. Do you have enough resources to generate and use video content in your marketing? Is it truly worth considering using videos to promote your business?
The answer is: it is definitely worthwhile. Not only because everyone is doing it, but because there is no better way to turn visitors into buyers when done correctly. This is because videos are more entertaining, memorable, attract more traffic, and have every other advantage over text and image.
Why do marketing videos convert better than images or text? Here are five reasons why marketing videos convert better than images or text.
1. Videos grab peoples’ attention
What catches your eye when you’re browsing a website? Is it a passage of text, static images or a video? Since our eyes are drawn to movement, videos quickly and effortlessly catch our attention. Not only that, but videos can also use the power of audio to appeal to viewers’ auditory senses, something text and images cannot do.
However, since the dawn of social media, people’s attention spans have been getting shorter. In my experience with running advertising campaigns using video, it is a common practice that the ‘hook’ or the beginning of the video, which is supposed to grab a viewer’s attention, has to be 8 seconds or less.
Therefore, to ‘hook’ a viewer’s attention in 8 seconds or less, you will need to use strategies like having intriguing video thumbnails, maintaining the curiosity factor by not revealing too much at the start, and calling out the right target audience at the beginning of the video.
2. Videos engage viewers
Videos not only capture but also maintain people’s attention. Because our brains process images faster than text, videos are one of the most engaging tools you can use. Videos, when done correctly, can help viewers to understand information in a short time.
They can have a profound psychological connection and elicit strong emotional responses, prompting people to share, comment, and like. People enjoy sharing stuff on social media, and even more so, they enjoy sharing videos.
These are some ways to make your video more engaging:
- Write a compelling script and incorporate storytelling to create a compelling narrative. Use a voiceover for the narration, but if it is too expensive to hire a voice actor, try using a text-to-speech software instead.
- Always keep viewers guessing by maintaining curiosity and using eye-catching visuals throughout the video. This way, they will feel compelled to learn more about what you are promoting.
- Establish authority by citing research articles from renowned institutions
- Use real-life testimonies as social proof, which makes your video trustworthy.
3. Marketing videos can convey specific messages images and text cannot
To emphasise my point, try reading the following sentence, but each time, stressing a different word:
‘She isn’t flying to Hawaii tomorrow.’
- The emphasis on ‘she’ implies that someone else is traveling to Hawaii tomorrow.
- The ‘isn’t’ indicates that she is no longer flying to Hawaii tomorrow.
- The emphasis on ‘flying’ suggests that she is not flying; instead, she may be traveling in another form of transportation.
- ‘To’ might suggest she is flying from or through Hawaii.
- The emphasis on ‘Hawaii’ indicates that it could be another place, but not Hawaii.
- Finally, ‘tomorrow’ could refer to a different day than tomorrow. This simple exercise alone proves that a simple text cannot convey its full meaning. Just imagine an entire paragraph or article, a reader can take its meaning entirely out of context! That is why we often hear that 55% of communication is non-verbal and comes from body language. In the same way, we understand a video more clearly compared to reading a text.
4. A marketing video lets you expand with more detail
People process information more effectively with video than with images. That means a how-to video is an excellent way to demonstrate how to execute a procedure to a potential client.
Furthermore, unlike images, videos allow you to elaborate on a subject. For example, if you were attempting to demonstrate how to build a gaming PC, a video would be an excellent approach to show how to correctly prepare the motherboard and connect the power supply, CPU, graphics card, RAM, and SSD to it.
It’s difficult to demonstrate these concepts alone through images. Can you imagine trying to take a photo of every angle of the motherboard to demonstrate how you are supposed to apply thermal paste to the CPU and mount the cooler on top of it? Furthermore, you will still need to write some text explaining how you do it!
It is not only more entertaining to consume content in this digital format, but it is also simple to absorb. Today’s lives are too hectic to dedicate time to reading lengthy product descriptions or delving deeply into services.
5. Videos are more persuasive than images or text
The effectiveness of every marketing campaign is determined by conversions or how many individuals bought or shown interest in your product or service.
According to a survey by Wyzowl, 96% of viewers watched a video to learn more about a service or product. 88% of people were persuaded to make a product purchase, and 78% were persuaded to make an app purchase after watching a marketing video.
When asked how they prefer to know more about a service or product, 73% would rather watch a video compared to 11% who would prefer reading an article.
While video marketing can help you boost your conversion rate, you can’t just create any video and expect good results. Your video should stress your buyer’s pain points while showing your product as an effective solution to the problem. When done correctly, videos can communicate marketing messages more compelling than text.
Always provide a call to action at the end of your video to direct your viewers’ subsequent efforts and motivate them to take action. This minor adjustment is critical in generating compelling sales videos and has far more impact when communicated via video than text.
Are you using marketing videos?
As video becomes more accessible and widespread, it is already beginning to dominate the marketing industry. It will eventually become the only form of marketing that people will want to consume.
Video content has the potential to increase conversions and create new business opportunities. Making marketing videos for your company involves creativity and knowledge of human psychology.
It is vital to realise that the more you get into your video strategy and use video as a powerful business tool, the better your results will be.
Hopefully, your endeavours in video marketing will supercharge your marketing efforts and take your business to new heights!
About the author
Daniel Thomas is a full-time blogger and founder of Basigue.com. He also runs an online store Rytrus.com. Daniel has experience in dropshipping, creating Shopify online stores, affiliate marketing, running pay-per-click digital advertisements like Facebook and Google Ads as well as SEO. In his free time, he loves playing games or watching anime with his wife.