There, I said it. Some people have invested in films and have got nothing back from them. The question is, why? Should every business use video production and video marketing or is it simply not worth the time, effort and money?
It is no surprise that businesses are investing in video now. The statistics are incredible.
In fact Cisco Systems estimates that 90% of web traffic will be driven by video by the end of 2013. Everyone’s shouting about it.
So why, if video is so powerful and engaging (as the stats suggest), do many, many companies say “It didn’t work for us”?
Video is emotive.
In the theory of the lateralization of brain function, the right side of the brain looks for visual reference as a whole and then works its way into noticing the finer details. The left side first sees the details and puts them together to form the bigger picture.
Confused? Here is it simplified.
I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.
I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feat. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.
It’s the right hand side of our brain that dominates the decision making process. For this reason, not only do advertisers employ emotion to sell an idea, but also encourage the viewer to ask questions. Video can be a very effective way of generating an almost immediate emotional response – hence the stats at the start of this blog. The trick is understanding the ‘how’.
“Online video connects with people’s emotions and so, consequently it’s incredibly powerful at communicating tough messages, at being an instructional tool, at making things famous and driving sales.” Bruce Daisley Director of Twitter in the UK
The internet has been described as:
The best direct response machines ever invented.
A video can be a window to a business creating trust and authority. The internet has made possible a way for a potential client can make a decision whether they like you and want to do business with you instantly, without ever needing to book an appointment. And they regularly do. A website is the traditional portal to this do. Then social media became a useful tool. Video is the richest form of communication and can compliment both of these tools.
If you get it right, then you can not only generate new enquiries and convert more customers, but also save save by having the video do the work for you.
If you get it right, video can be doing all the work for you. Get it wrong and it’ll undo all your hard work so far.
Of course, the other side of using video production and video marketing for business is to make sure people can actually find the video. Video advertising platforms, such as YouTube and Facebook can be very good value for money in kickstarting a campaign. Before becoming the Director of Twitter, Bruce Daisley ran advertising campaigns and in his presentation Power Up With Video he cites a campaign that they ran with Cadbury’s in 2010. The results were very powerful. For every pound that Cadbury’s spent on:
The beauty about video advertising is that you can put a value on each client and thus work out how much you want to spend. This will help you see a return on your investment. You so you can control your spend and adjust results.
Another vital factor when thinking about advertising, is engagement. It’s engagement that makes the sale. The viewer is subconsciously deciding whether the product is right for them whilst watching the video. Lose them with a video that isn’t engaging and you’ve almost certainly lost their interest in your product.
The Adidas “Don’t Stop Me Now” advert managed to retain a huge 86% of their viewers to the end. Advertisers use this type of data to assess whether the campaign was successful or not.
53% of adverts seen on YouTube are never watched all the way through. However, interestingly enough, it was found that if a viewer is given the option to bypass the advert (ie “You can skip the video in 4, 3, 2, 1”) they were 75% more engaged.
An engaging video will ensure more of your viewers watch your video until your brand logo, anything less is probably a waste of time.
There is still a “keeping up with the Joneses” mentality when it comes to video. A decision made by fear because it’s something that your competitors are doing or something business think they must do. And let’s dispel another myth why we are at it.
The answer is…absolutely! However, the vast majority of businesses that do this find they waste a lot of time and money and don’t get results. At worst, their customers could view a sub par video as a representation of their brand…and how professional they are! Do it only if you:
Dig around on the internet for a while and you’ll find stat after stat about how effective video is for a brand, and it can be. Just make sure you’ve got a clear strategy and a plan of how to market it after you’ve produced it.
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Check out our own video productions and see if we make the grade.