On all different types of websites – from social platforms, to news organizations, to company pages – digital strategists are employing an astounding amount of video content for their voracious audience to consume at will.
It refers to the notion that a complex idea can be conveyed with just a single picture, this picture conveys its meaning or essence more effectively than a description does.
While digital video advertising can be effective for any type of organization, that doesn't mean that you can just get into the practice haphazardly.
Video ads have to have certain elements in order to be effective.
It's a simple question with a difficult answer. A quality explainer video is expensive, but a single explainer video can also launch billion dollar businesses (like Dropbox). Measuring the impact of video is tough because every video is a moving target with different objectives, audiences, and metrics.
According to McQuivey's Forrester study, How Video Will Take Over the World, "Video is worth 1.8 million words." 1.8 million words, exactly. His reasoning is simple: if "a picture is worth a thousand words, then a video has to be worth at least 1.8 million words."
I can feel you scratching your head at this ludicrous figure. I know it seems like a random number, but the math kind of checks out. All you have to do is plug in a few factors, look at the way people use social media, and crunch some numbers.
This "value" makes a lot of fun assumptions to make a point about the power of video to engage viewers, but it's not that silly.
But if you want to be a marketing superhero, you have to wield these powers wisely…
Not just any video will generate ROI or increase conversions. You must know when to use each of these superpowers in the right place, at the right time, to see success.
Without a doubt, getting your audience's attention is one of the most difficult parts of marketing your products and services.
They're already overwhelmed with marketing messages. Your prospects don't want to read another lengthy sales email or product description.
If you want to get their attention, you have to deliver your information in a way that they actually want to engage with — video.
Clearly, people are willing to give their attention to a video, but it's up to you to use this superpower effectively!
When was the last time a piece of copy tugged at your heartstrings?
Laughing aloud or holding back tears aren't typical responses to marketing and sales messages, no matter how well-written they are. But video? That's a different story.
The combination of visuals and sound evoke emotion much more effectively than text alone.
Viewers connect to video in a way that is unparalleled by other forms of content, which is why it's the perfect tool to get an audience to take action.
Simply put, video is perceived to be more valuable than text.
It's no secret that video is harder and more expensive to produce. So when you decide to share a video, your audience will notice.
People will give you more time, more contact information, and even pay a higher price when you use video. Not only that, but its perceived value can give you a major boost in organic website traffic. Video attracts more organic inbound links, drives unique monthly site visits, and increases click-through rates from Search.
The dual-coding theory of education revealed that people learn more, and at faster rates, when information is simultaneously delivered verbally and visually.
Furthermore, about 65% of the population are visual learners, and another 30% are auditory learners. If there's one type of content that complements the majority of learning styles, it's video.
So if you have a complicated product or service, video can help your audience follow along and understand your message.
The most important video in your arsenal, explainer videos can be used on your home page, in your advertising funnel, and as a prospecting tool for your sales team.
Their main purpose is to hook website visitors by bridging the gap between their problems or desires and your solution. Given such an important role, explainer videos are typically more highly-produced to maximize attention spans and conversions.
As a result of their high impact and exposure, explainers typically have one of the highest ROIs out of any video type.
71% of video marketers cite testimonials as the type of video with the highest ROI. And given how flexible and powerful they are, they just might be right!
We only create testimonials that tell a story and take your viewers on an emotional journey.
We also use testimonials to proactively handle key objections before they arise, resulting in less resistance to the sale and even higher ROI.
Video ads on platforms like Facebook and YouTube have been shown to decrease lead acquisitions costs by 33%, and those are also far more likely to convert because they've already "qualified themselves" by watching your video.
Make no mistake, video ads will drive the highest quality leads you can get from both cold and warm traffic sources. So unless your business is 100% referral-based, you're missing a huge opportunity by not using video ads.
Our team can either work with your existing advertising partner to boost ROI, or manage your entire ad spend — whichever works best for your business and goals.
Buyers are shifting to a self-service experience, which means your website needs to do more heavy lifting than it did in the past. It also means that your prospects would rather watch a video than speak to your sales team.
Gone are the days of with holding information as an incentive to get prospects on a demo — only 18% of people are still willing to do that. The rest simply lose trust or look you up on 3rd party websites.
Want to expand your pipeline and own the conversation about your product? Then it's time to transform your website into your best salesperson!
When it comes to your budget, we don't leave anything to chance. We ensure your project will get ROI by following a proven system that's been refined after creating thousands of video campaigns for clients in every industry.
Our team of digital strategists will work with you to understand your goals and uncover the biggest opportunities for ROI. We always provide these custom video strategies at no cost and no obligation.
Based on the strategy, our scriptwriters will craft your video's message using proven copywriting and storytelling frameworks. This ensures your video is both engaging and persuasive.
We'll also manage all the other pre-production steps, which vary based on the type of video we're creating.
Whether animated or live-action, our award-winning producers will create a professional video designed to meet your goals. We always provide 2 rounds of revisions to ensure you love your final video.
The best video in the world won't generate ROI if nobody sees it, which is why our marketers and advertisers are here to help you actually use your video and meet your goals.
We'll always ensure your team knows how to use your videos, but if you need more support, we're happy to become an extension of your team and handle all the little details for you.
