In today’s world, it’s impossible to ignore the role that video plays in marketing. From social media ads to website content, it seems like video is everywhere. But what makes it so valuable? Why should businesses invest in this medium?
We had the chance to sit down with Lance Johnson, founder & CEO of Amplomedia to get the inside scoop on video as a marketing tool. In this first part of two posts, we’ll explore why video is worth the investment.
So, what are the benefits of video marketing for business?
“It really goes back to brain science,” Lance says, “With a caveman out in the wild, they were constantly scanning the environment for both noises and movement. This was a life-saving necessity as they were always trying to avoid any potential predator threats or trying to find food for themselves. So, this constant scanning of their environment both auditorily and visually has pre-programmed our brains in such a way that that’s the kind of content that we notice and engage with, more so than any other kind of content.”
This means that when we consume information through video, we’re more likely to pay attention and retain it. Every aspect of video- from the movement on the screen to the auditory elements- contributes to processing and retaining the information we receive faster and more effectively.
“So, the value [of video] becomes that you’re actually communicating to the brain in the most impactful way possible,” Lance notes.
Video is also a highly efficient way to communicate information. You can pack a lot of information into a video, yet keep it brief, because you can replace words with visuals.
“When we’re trying to create as concise of a video as possible, we replace words in a script with visuals. And that’s something that you can’t do with other mediums,” Lance explains. “We can use visuals to replace the words spoken because intuitively we understand [what we’re seeing].”
For example, a tutorial on how to change the chain on a bike would likely be much easier to understand in video format than in a written instruction manual.
Facts + Figures
Lance isn’t the only one who sees video as a powerful marketing tool, however. There are thousands of studies and surveys that demonstrate its efficacy as a medium, but here are five statistics that we found interesting:
- Companies using video content experience 41% more web traffic from search than non-users. (SmallBizTrends)
- Adding a video to a landing page can increase conversion rates by up to 80%. (Unbounce)
- 72% of customers would rather learn about a product or service through video. (HubSpot)
- 64% of customers are more likely to buy a product online after watching a video about it. (Animoto)
- Marketers who use video see 49% faster revenue growth than those who don’t. (Aberdeen Group)
Overall, the benefits of video marketing for business are undeniable. Its ability to grab attention and efficiently communicate information makes it worth the investment.
If you want to know more about how to start integrating video into your digital marketing strategy, stay tuned for part two of our discussion with Lance, where we’ll explore how to begin and what to look for in a quality video.
We want to extend a big thanks to Lance for sharing his time and expertise with us! Visit amplomedia.com to learn more about his work in marketing and video production, as well as his podcast Amplify Your Business for a daily glimpse into the business tactics, challenges, and successes of entrepreneurs.
Wondering if there are other ways you can strengthen your digital marketing efforts?
A Constello digital marketing assessment gives an overview of how effectively your strategy utilizes video and other avenues. If you’re looking for information, clarity, and direction for your digital marketing strategy, don’t hesitate to get in touch with one of our experts today.
Check out Part Two of this series: Best Practices for Video Marketing