Why video is the key to success

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Video marketing can open up some incredible opportunities for sales, awareness, branding and growth. Let’s take a look at some of the reasons you wouldn’t want to leave it out of your marketing toolbox!

A picture is worth a thousand words – but one minute of video is worth 1.8 million. At least, that’s according to Dr. James McQuivey, the principal media technology analyst at Forrester Research – so he knows what he’s talking about.

The fact is, the effectiveness and engagement of written content is on the decline. Most of us would like to blame our frenzied and action-packed lives on the fact that we don’t read as much content anymore (reluctant to admit that maybe… we’re just lazy).

A Global Attention Deficit

It seems that this downward trend is not exactly our fault – it can be explained by science and classified as a symptom of the modern era. This year, a study conducted by Microsoft confirmed that since 2000 (the onset of the internet and smartphone age) the human attention span has decreased by a third: from 12 to 8 seconds.

This global attention deficit means that you must grasp and maintain your target market’s attention at light-speed – and a click-bait title just ain’t gonna cut it anymore. Before reading any text, 60% of site visitors will seek out a video in lieu of reading content, and 59% of executives would rather watch video than read text.

And, the overwhelming preference towards video content is only set to increase: the VP of global content at YouTube, Robert Kyncl, estimates that by 2020, video viewing will make up 90% of all internet traffic. The video sharing giant reports that the consumption of mobile video rises by 100% every year, and over the next five years, the growth rate of video will be the largest of any mobile application.

This means that video will become an increasingly invaluable marketing strategy for every scale of business – but SMEs needn’t be intimidated by the perceived cost. Branded video production doesn’t have to cost an arm and a leg – in fact, if you’re strategic about it, it can actually save you time, effort and cash in the long run.

On social media, video is shared a whopping 1200% more times than links and text combined. Facebook wants to keep this trend rising to maintain and generate activity on the site. As a result, its algorithms are placing increasing significance on the prominence of video in newsfeeds, and videos are set to play automatically. Meaningful and effective engagement with written content requires your target audience to physically click into it – but when eye-catching and engaging content plays automatically on their newsfeeds, the extra effort of deciding to click is eliminated. Create videos worth watching and your target audience will likely stick around. Better yet, move or entertain them so much that they’re compelled to hit ”share”… and you’ll have scored yourself some free marketing!

Successful video marketing is a goldmine – but to tap into it, your video has to cut through the noise. Every month, more content is uploaded to the web than the combined amount that all major US networks have ever created. Worldwide, three billion hours are spent watching videos on YouTube every 30 days (that’s over 344,000 thousand years – or, nearly double the amount of time that Homo sapiens have existed).

That’s a lot of content – and a lot of video marketing from your competitors. So you need something engaging, creative and beautiful, which sets you apart from the rest. Let us not forget that enjoyment of video ads increase purchase intent by 97% and brand association by 139%. You need something that your target market wants to watch.

Enter: Animation

When you commission an animated video for your business, the possibilities of its contents are endless: the only limit, quite literally, is your imagination. Choosing animation means that your video can be set on an alien planet or that its protagonist can be a talking, purple octopus; animation is capable of creativity that would be enormously expensive or even impossible to materialise with live action filming – for a fraction of the cost.  

Animating your video content means the design of your brand’s visual content will be effortlessly consistent, which will boost brand recall and familiarity. Animated videos and GIFs can be inserted into blogs, social media posts and emails to increase your content’s readability: video in an email means a 200-300% increase in click through.

A fantastic use of animation are explainer videos: it has been shown that 85% of people are more likely to follow through with purchasing a product when it’s paired with one. Explainer videos educate your audience and communicate key information about your business. More specifically, animated explainer videos use engaging graphics and eye-catching design to make sure that their attention is held. After the first minute of video, viewer retention typically decreases by 20%, so it is paramount that your video content is captivating enough to make your audience stick around until the end.

Speaking of sticking around until the end, there are probably only about 20% of you who stuck around to read to the end of this blog post. I guess, with 90% of visitors staying longer on a webpage with prominent video content, I should’ve made an explainer video…

Here at Jumbla, we are animation experts. We have 25 creatives employed full time, whose specialities range from 3D animation to event graphics, copywriting to motion graphics, and TVC’s to cinematics – so your project is completed entirely in house, by the best in the field. If you’d like us to help you bring your project to life, click here, and one of our producers will be in touch within 24 hours.

 

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