People are naturally drawn to visuals. Our attention is quickly attracted to imagery because our brains are hardwired to process visual information. In fact, 50 percent of our brain is involved in the processing of visual data. This is one of the reasons why businesses today turn to video content marketing to generate leads.
But the power of video lies beyond its ability to capture attention. Consumers generally prefer video over any other form of media. Videos on social media enjoy a whopping 1,200 percent more shares than text and image posts combined.
We know how popular videos can be on the internet. But does this translate to sales? As we try to answer that question, we’ll also discuss:
• The psychology behind video marketing and why marketing videos are effective
• Why your business should employ a video content marketing strategy
• The types of video content you can build through video production to create killer marketing videos
The Psychology of Video Marketing
Videos are one of the most-used marketing tools today. In fact, 92 percent of marketers use videos as an essential component of their marketing strategy. But are they really effective? According to psychologists, they are.
Dr. Susan Weinshenck, an expert in behavioral psychology and the CEO of Team W, noted a few distinct reasons why video is such an effective tool for online persuasion:
1. Movement in the peripheral vision grabs attention. Humans can’t help but switch their attention to movement in our periphery because the human brain is hardwired to notice movement across our field of vision.
2. The brain patterns of both the speaker and listener are in sync, promoting effective communication. This is why viewers retain 95 percent more information from video compared to just 10 percent for people who read the same information.
3. Videos can convey facts and emotions quickly. As an instantaneous form of communication, videos have the distinct advantage of communicating social and emotional information in addition to facts.
4. Video testimonials provide social proof. Video testimonials combine brain syncing, an emotional message and social validation in a single persuasive package.
As shared by Web psychologist Nathalie Nahai in a video webinar, videos are special because they engage the human brain in three ways: through our primal system, our emotions and our intellect. With more than one way to engage your audience, you can offer different types of video content to your audience for a more effective marketing strategy.
Why You Should Be Using Video Content Marketing
In 2020, brands relied more heavily on video as a marketing tool than any other year. According to HubSpot, 81 percent of businesses used video as a marketing tool last year. This is up from just 63 percent from 2019.
The use of video in marketing has become a major priority for businesses mainly because it remains an effective tool in capturing user attention. On social media platforms like Facebook, Twitter and Snapchat, posts that contain a video receive 48 percent more views, according to The Marketing Helpline.
Here are other reasons why you should include video content in your marketing strategy:
• Eighty percent of all internet traffic will include video by 2021.
• Seventy-two percent of customers prefer video over other media to learn about a product or service.
• Fifty-nine percent of executives would rather watch a video than read text.
• People will spend more than 100 minutes a day watching videos.
• Marketers who employ marketing video get 66 percent more leads.
Types of Marketing Videos You Can Use
Are you looking for a marketing video to use in your content strategy? Take a look at our list of marketing video types below:
Explainer Video
The main purpose of an explainer video, as the name implies, is to offer explanations about your product, service or company. This format is incredibly helpful to audiences who are looking to solve a problem or are genuinely interested in your product or service.
Using the explainer video format, you can share helpful information with your audience through a demonstration of your product or service just as you would take them on a virtual tour. Plus, it’s easy to shoot, so you won’t need the help of a video production company on this one.
Video Webinar
Offering a video webinar to your audience gives you an opportunity to promote your brand through a live event while also offering incredible value. It’s also a great opportunity to go in-depth with a topic without worrying that your audience’s eyes veer away from your content.
The best thing about hosting a video webinar is the amount of freedom the format gives you. You can do interviews with an industry expert, do a live Q&A with your audience, or you can perform live demos of your product.
Web Series
Doing a web series allows you to get creative with your marketing content. You can follow a script and do multiple episodes on a specific topic, or you can wing it and make it unscripted. Whichever you prefer, don’t miss the chance to showcase the uniqueness of your brand.
Corporate Video Production
Video production companies offer a plethora of video production services that allow you to showcase your company values and enhance your corporate image through corporate video production. There are numerous video types, including:
• Employee Portrait
• Company Culture Video
• Meet the Team
• Event Videos
• Company Vlog
• Announcement Videos
• Corporate Interviews
Corporate video production often involves the assistance of video production companies. A video production company offers video production services that best capture your corporate image and boost the credibility of your video production for a high video conversion rate.
Product Demonstration
A product demonstration video differs from a simple explainer or product promo video in one fundamental aspect: Product demo videos go in-depth when explaining the features and benefits of a product, which offers incredible value, especially to those who are in the later stages of the buying cycle. Because product demos are typically marketed towards those who are further along the buying cycle, the video conversion rate of such content is quite high.
Client Testimonials
As mentioned above, client testimonials offer a high video conversion rate and are one of the most powerful marketing tools you can leverage. Client testimonials are seen as credible sources of insider information because of their first-hand experience in working with you. That is why video production companies often leverage testimonials as part of their marketing arsenal.
Animation Marketing Videos
Animation marketing videos are animated pieces that share valuable information in a way that is visually appealing and emotionally stimulating. Through animation marketing videos, you get an opportunity to show off a different, creative side of your business. Whether you’re making an animated explainer video or doing a web series, animation can be your best bet in bringing your video production to the next level.
Conclusion
Videos are a powerful tool that you should include in your digital marketing strategy. An astounding 93 percent of marketers have done so and seen excellent results.
Marketing videos play a critical role in every stage of the buying cycle. Produce tailor-made videos for customers at every stage of the buying cycle to build a strategy that attracts and converts. Use the ideas we shared with you today or employ the help of a video production company.
Developing a powerful video marketing strategy takes time and persistence. You have to be consistent with your branding, theme and production schedule to gain results. That can be difficult while also managing your business. But our video marketing agency can help.
Thrive Internet Marketing Agency offers video marketing services for businesses of all sizes. Our video marketing agency helps you produce high-quality videos for every stage of your funnel to create an effective strategy that compels and converts through our video production services.
Work with a video marketing agency that offers video marketing services that are fast, convenient and cost-effective. Give us a call at 866-908-4748 or schedule a consultation with us to learn how our video marketing services can elevate your business further.
