Video Has Never Been This Accessible
Video can create a better customer experience as part of a well-thought-out program.
One of the great opportunities in marketing these days is the use of video; both short-form and long-form. The growth is staggering in the adoption of video over other forms of communication. All of the statistics I’ve seen from various sources confirm this assumption.
This overview of the market in 2019 comes from Biteable:
- 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
- 59% of executives say they would rather watch a video than read text. (Wordstream)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
- Viewers retain 95% of a message when they watch a video, compared to 10% when reading text. (Insivia)
- 75% of all video plays are on mobile devices. (eMarketer)
- 92% of users watching video on mobile will share it with others. (Wordstream)
- Mobile video consumption rises by 100% every year. (Insivia)
The quote here from Insivia, I find very interesting: viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. That one stat alone emphasizes the necessity of adding video to your marketing toolkit.
I've been very successful in deploying video in a variety of marketing programs. What was once an expensive proposition has come down to the ability to plan, shoot, edit, and post. Today, this can all be done with your cell phone, in real time.
Of course, there are many ways to produce videos and get the most out of them. That’s where planning and campaign coordination comes into play. Here are just a few of the ways video is being used in business marketing.
- Explainer videos to introduce a product or service
- Tutorials; beyond training, these are effective demos to potential customers
- Webinars; from overviews to single-topic focus
- Customer testimonials/case studies
- Video blogs (vlogs)
- Interviews
- Ads
The trend is clear, and video should be an integrated part of marketing plans going forward. Is your product or service ready for its close-up, CB?