For many years, video marketing has been considered the preserve of big brands and large budgets, today it is no longer the case. Indeed, production costs have decreased significantly in recent years and there is no need to be a technical expert to know how it works. According to Cisco, 74% of internet traffic will feature online video. In addition, 51.9% of professionals recognize custom explainer videos as the content with the best return on investment.
In addition to the dynamic imagery it offers to the brand, video dramatically improves conversions. The average conversion rate of a website without video is only 2.9% against 4.8% for a site using video.
Attractive and modern, video is the perfect medium to deliver interesting and detailed information about a product and win the trust of consumers. In reality, it has the power to combine sound, image and audio to bring to life stories and create real emotional connections between the viewer and the brand. But, like any content, it must be relevant, calibrated and attractive for the user to watch to the end.
When you manage to bring visitors to your site, you only have a few seconds to catch their attention before they lose interest. Also, identify the audience you want to reach and make sure the video is relevant to them, provides value, and responds to a need. It will spend more time on your website interacting with your brand. Do not try to put everything in one video, choose a simple subject and measure in impact.
Proceed to optimize the message based on your feedback. Experts estimate that if your video has many drops in the first 20 seconds, that means you need to change it or shorten it.
The video allows you to modify the user experience and to offer content that is different from what people are used to seeing. Thanks to mobility and social networks, video reaches a much wider audience. These social platforms are indeed real digital sites on which the videos are most diffused and where all targets and prospects are now.
Excellent way to spread your message, these social networks will help you to make you known and will increase the reach of the message by sharing the video. The latter offers brands the opportunity to mix with their audience, develop a stronger relationship, and tell the story of your brand where customers go.
Both entertaining and attractive, mobile video guarantees a high and growing engagement rate. Moreover, more than 65% of the videos seen on Facebook are on mobile. For this, the video must adapt to all mobile and non-mobile devices.
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