Why are websites focusing on video content to engage and win visitors?
Building a robust digital marketing presence online is becoming an important part of most companies’ marketing and public relations strategy. Developing these strategies for online takes ingenuity, creativity, and an engaging mindset. Capturing a ‘click’ can be difficult based solely on the sheer amount of online content there is. Once your content successfully attracts an audience though, it must sustain the attention of the audience. For many reasons, companies and startups are shifting their online marketing strategies to focus on producing video content. Video content has proven again and again it is more successful at attracting, engaging, and winning over audiences and site visitors. In the interest of your company’s success, learn more below about why you should shift your marketing focus to creating video content.
Why is video content superior?
As mentioned previously, companies that use video content report more clicks and higher levels of engagement with their audiences. Recent engagement patterns and studies show that general online activity is centered around watching videos. As much as one third of all online activity can be traced back to users watching video content. These figures include professionals, employees, and companies that are engaging with such content. Why the drastic jump to video content in the business world though? Video content presents a host of benefits and advantages that are applicable to, and can be materialized, in the professional realm.
Effectively combats short attention spans
Business professionals are people too. In this day and age, individuals have significantly shorter attention spans. Businesspeople are not exempt from this statistic. In fact, it applies more to them now than ever. As attention spans shorten, expectations for business to be conducted quickly grow higher and higher. This combination makes it difficult for marketers and advertisers to get their messages across effectively and appropriately.
As this issue becomes ever more apparent, the role of video content in the business world grows more and more important. One of the major benefits of video content is that it is a quick and effective way to get a message across. Video content typically takes less times to engage with than reading the same information in an article or blog post. Humans can process visual and auditory information 60,000 times faster than we can text. This means that you can give your audience more information in a shorter amount of time more effectively and efficiently in video content. Since it is shorter, your audience can better allocate attention and time to engaging with your video. Moreover, shorter videos with links and related videos on the queue means that your audience is more likely to continue watching your content.
Engaging and exciting
Video content is better for capturing the attention of an audience because it is more engaging too. Images, moving screens, colors, voice overs, and even background music make each video engaging and more exciting than any other type of online content. While writing articles and guest posts can be an effective means of communication, marketing, and content creation in some instances, it is difficult to argue it they are as engaging as video content. Video content employs the efforts of both auditory and visual senses, requiring them to work together to engage with, process, and internalize information. Reading can be a passive activity, whereby information absorption and engagement levels are much lower. Finally, engagement with video content is more engaging because it allows audiences an opportunity to see a contextualized and illustrated version of exactly what the company is discussing. Visual cues greatly help to create an exciting and immersive experience online for site visitors.
Better absorption of information
Video content is scientifically proven to better communicate information to individuals than reading does. Moreover, we can internalize the information with less effort. Generally speaking, humans retain significantly more information from visual and auditory cues rather than from reading. These figures can be as drastic as 95% retention rate for information from video content and 10% for written information. No matter your brand, product, service, or marketing message, you want your viewer walking away with more than 10% of the information. Additionally, customers feel more confident in their buying decisions when they have watched branded video content. This is, in part, due to the fact that they feel they better understood and absorbed the important information in the video. Enough so to make an informed, educated business decision, and one they can confidently stand by.
Build PR
Finally, video content better establishes and builds your company’s public relations engagement. Engagement and activity with the consumer are drastically higher with videos, which encourages better feelings of connectedness, familiarity, and trust with the company. Moreover, videos are more readily accessible and shareable through social media accounts, messaging, email, and other digital means of connection and communication. The more shares and views your video content receives, the bigger your brand awareness and community will be. Inevitably, this positively impacts your company’s management of online public relations.
On a related note, these videos help online public relations by inciting stronger emotional responses to the brand. Beyond growing the breadth of your community of followers and your clientele portfolio, you want to increase the depth to which your company shares this connection. Posting different types of videos and visual resources/tools will deepen that connection, relationship, and culture of dependability your company has with its clients. Essentially, video content goes beyond merely growing your clientele base and company exposure. It furthers cements the relationship you’ve established with your current clients.
What type of video content can you create?
One of the many great things about creating video content for your digital marketing strategy is that there are many different types you can produce. Video content topics, types, techniques, and themes span a wide variety of options and opportunities. As a general overview, video content types include promotional, product, new product launch, event, testimonial, and even “How to…”. No matter the industry or niche your company occupies, you should be able to find a series of topics, trends, and themes to cover in your library of video content.
Digital marketing is an unavoidable aspect of business nowadays. To best optimize and take advantage of the online resources, tools, and opportunities, you and your company should be producing video content. This will better attract site visitors, generate leads, deepen the connection with existing clients, and better engage individuals in general. Moreover, your brand will establish a clear, communicable personality through the videos you produce. With so many options for video content creation, your company has ample opportunity to fill its social media, website, and guest posting platforms with videos.