Question: As you scroll through your Facebook newsfeed, how long does it take before you stop to watch a video? A good bet is, less than 10 seconds and not more than three posts in you’ve already paused, and depending on what you see will determine if you engage further by clicking on it to hear the sound.
It kind of reminds me of the Daily Prophet from the Harry Potter movies. It was a newspaper with moving pictures (Maybe that’s what the newspaper industry needs to do to revitalize and revolutionize the industry! But I digress.) The characters reacted to the pictures first and the words second. The same is true in our rapidly changing online world.
If a picture is worth 1,000 words, video is worth . . .
A lot! According to HubSpot video accounts for 50% of all online content, and expected to capture 79% of all online traffic by 2018 based on stats compiled by WebDAM. Other fun facts to consider:
- We are skimmers as 81% of us only skim online content, we don’t read it.
- It takes milliseconds for someone to form their initial impression, and within eight seconds they’ll be on to something more interesting if you don’t “have them at hello.”
- 84% of all communications will be visual by 2018
- Even today, 85% of people are more likely to buy a product after viewing a product video.
Kind of funny when you think about. After all, it was pictures drawn on rocks and cave walls that told the story of those that walked the earth before us. But again, I digress. Or am I?
Maximize Your Visual Assets
Compelling visuals draw you in, make you feel something, connect you literally, emotionally or spiritually to a moment in time and have you react—liking or disliking, sharing online or off, and commenting to join the conversation. Whether or not you know who the people are in the photos above, I don’t need words to tell you what is going on. You get the picture.
With video you can take that to the next level, and as marketing and public relations people we are always looking for new and different ways to connect our products and ideas with target audiences. Sometimes it can be visually literal, by showcasing the product/service/outcome, or sometimes it is a more covert approach. Consider the following ad video. It had the most shares, 6,432,941 share to be exact, across Twitter, Facebook and blogs in 2015.
As you know it is Android’s Friends Furever ad. Let’s talk about why it is so engaging.
- It’s short, with 1:01 run time
- It features animals.
- It features animals from different species being unlikely friends.
- It has music that helps connect emotionally with the visuals.
- There are only five words in the whole video.
- The words underscore the message of the visuals and the music.
- It’s captivating and holds your attention. You don’t know until the very end who the ad is for (at least you didn’t the first time you watched it).
- It tells a story. And therein lies the secret of its success.
What’s Your Story?
Not once do you see a tablet or phone on an Android platform featured in this ad, but you certainly understand the message that everyone can be together online without having to use the same device. It’s what sets the Android operating system apart from Apple.
Large or small, business not only need to set themselves apart in a crowded marketplace, but in our fast-moving, mobile, online world. But the clock is ticking, so if video isn’t part of your promotional strategy today, here are some options to consider:
- Demonstrate. Use video to show how your product or service can make a difference in the lives of your consumer. How-to videos can also simplify the assembly process if it is a product that isn’t useable straight out of the box. Or you can position yourself as an expert in your field by offering tips or tricks, and keep your name out in front. Seeing is believing.
- Humanize. If you’re an organization trying to gain support and make a difference in the world, show what you are doing. Maybe it’s bringing clean drinking water to people in third world countries. Showing people the challenges you are trying to help overcome, and the benefits of your efforts, will take viewers to a place they aren’t like to visit themselves, and help them relate through a shared experience.
- Testify. One of the most powerful ways to share your message is to let your customers do it for you. Take doctors for example. Your knee hurts. Who do you go see? People don’t usually look for specialists until they need one, and we know word-of-mouth and mouse from family and friends drives many patient referrals. If you feature a patient whose knee surgery from a particular doctor got them back in the game, so to speak, and has compelling visuals to demonstrate their post-surgical performance, that’s the story you want to tell.
- Introduce. Video biographies are a great to introduce your organization and its people to prospective consumers, while giving your existing ones a way to refer or promote you online. From doctors, to realtors, even college professors, you can give people a better sense of who you are before meeting in person, leading to a stronger connection.
- Diversify. Remember, it is a about marketing mix. Video is another way to tell the same story differently. Think about how you can take the focus of a press release, print ad or even radio spot and turn it into a visual piece that connects online.
Lights, Camera, Action
So now you know you need to start rolling with video, but need help strategy and/or production? Millennium is here to help you be seen online and across platforms. Let’ connect at Lfanaras@mill-im.com or call 1-877-873-7445.