An Age Old Proverb: Video Killed the Radio Star
While it’s not 1980 and I’m not referring to music videos, the Buggles were in fact right that video would sweep the nation and take over the platforms which once existed for artists and companies to reach their audience.
Video is one of the most effective tools your business can have in your repertoire, whether it’s focused on a sales-like, commercial approach, a brand-distinguishing overview, or even a spot to talk about a promotion or deal.
Let’s have some Real Talk
You, as a consumer, are online looking for a car. Your grueling search takes hours, sorting through the monotonous FWD, AWD, SUV, and whatever other 3 letter acronyms they use to describe vehicles to make you want to purchase. Lo and behold, you find a car you like that has a video.
No scrolling through pictures. No reading pages of information on the car. Instead, you watch a 30-second clip which outlines the benefits of the car and gives it to you in plain English, bringing the sales representative into the comfort of your living room. This is the type of business interaction consumers strive for, allowing them to get the information they need in a short period of time with minimal effort, stress, or pressure.
Are there statistics to back this up?
You might ask “how long of a video should I make to keep viewers engaged while still getting across the information I need to?” Great question. According to the National Center for Biotechnology Information, in 2013, the average attention span of an adult dropped from 12 seconds, reported in 2000, to 8 seconds. This is 1 second shorter than the attention span of a goldfish…
While you may want to create a longer video which outlines your business model, competitive edge, and some type of promotion or deal, in reality, it’s better to create shorter, 30-second videos which have a specific goal in mind. It may be more beneficial, in this day and age, to create several shorter videos outlining different products or services that you offer.
According to a recent survey, consumers are 1.6x more likely to make a purchase after viewing a video on a company’s website. By utilizing video features on your website, you not only create a more enjoyable purchasing experience, but based on the data above, you are also more likely to make a sale. Quality video features on your website practically pay for themselves.
What type of video could I make to reach my potential consumers?
Videos are becoming one of the most popular tools for large businesses to reach out to customers. While big business has controlled the market in the past, digital marketing agencies are making it easier and more affordable than ever for small businesses to enter the marketplace.
More and more small businesses are creating some of the following types of videos:
While you may be familiar with Promotional, Sales and Product Videos, let’s talk about Customer Advocacy and DIY videos. According to the New York Times, 65% of new business typically comes from referrals! Take advantage of the power of people.
Customer Advocacy Videos
While businesses aren’t able to force consumers to give referrals, you can create value-added videos of happy customers that act as a referral. These testimonial videos show potential consumers past customer experiences working with your company. By describing customers’ positive stories, you’re creating a sort of word-of-mouth referral to potential customers who might identify with the past customer. These videos turn your everyday consumer into an advocate for your business!
Do It Yourself videos often offer insight or project know-how to a consumer, showing them how to use your products to complete some type of a task on their own. While there are plenty of video bloggers across the internet using this format to help out other Do-It-Yourselfers, brands are beginning to scoop up a piece of this real estate online as well. Ace Hardware is a prime example of using DIY Videos to reach out to consumers. They are constantly creating DIY videos which require materials that they sell, showing consumers how to safely construct, let’s say, a dog house, while promoting their brand name as a trusted advisor.
Let’s Get Creative and Look to the Future
So you’ve had a marketing agency or an independent contractor create a video for you. What now? Now you must make sure this video can be found by consumers.
Begin by taking advantage of some or all of the following methods of distribution:
Finally, remember to link the video back to your website wherever you’re posting it! This will help with your organic rankings (SEO) in a web search, building up your brand and website in the eyes of search engines.
If you’ve made it through this blog you’ve beat the statistics and outlasted a goldfish. Now it’s time to take what you’ve learned and begin to invest in your business with video.