We are in the business of making videos, so naturally we are obsessed with the art-form and the way that the industry is headed. For most people though, its more integral to daily life than they realise. In fact, consumers really love video, and here’s why….
It’s easy to digest
For many, laying back and watching Friends re-runs is more appealing than reading a book or a newspaper for hours on end, so why wouldn’t you choose video as the method to deliver your message to them? Information can be easily conveyed with the use of graphics, verbal explanations, hand gestures and human interactions which are much simpler to do on film than in print. In a recent survey by Levels Beyond they discovered that 40% of consumers would choose to watch video over reading the same information from a brand.
It’s more believable
Research proves that videos with a person talking to camera is more likely to connect with the viewer than one without. Our brains are wired to pay attention to human faces and see them as a vital source of information, and the sound of human voices is more likely to convey sincerity and believable content. Simply put, more believable content will lead to more sales. Comscore noted in 2010 that retail website visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors.
It’s informative
In 2013 Animoto surveyed consumers and found that 64% of videos they watched were instructional videos. From tiling their own bathroom to styling their hair, consumers want knowledge and they want it in the form of a video. Watching the tutorial and having the ability to go back and watch again whilst carrying out the actual task is a great tool for the consumer as well an effective form of advertising for brands. In fact, 73% of US consumers are more likely to purchase after watching an online video that explains a product or service.
It’s convenient
Think back to the last time someone showed you a funny You Tube video. It was probably within the last 5 minutes and it was more than likely shown to you on a Smartphone or tablet. The ability to watch videos on our portable devices has wiped out the need for PCs and laptops for the majority of our video-watching needs. It means that video can be watched on the train, at home, in front of the TV or at work with little effort or inconvenience. 76% of Smartphone users watch videos as least once a week on their phones, and 40% of 18-24 year olds watch them more than 10 times a week (Animoto, 2013).
The social aspect
The fun things about videos is getting to be the first one to know about it and show it to your mates. The viral video of the moment will change day to day, and just when you think you’ve seen it all you’ll watch some crazy person diving into a frozen lake about five times in a row to find out if its fake or not. Over half of 25-54 year olds share video online (eMarketer, 2013) and 61% of consumers will watch company-produced videos if friends have shared them online. Your brand doesn’t need to make any bold statements or high budget films, but having content available online will give your existing customers the opportunity to spread the love if they feel the need.
