“Video killed the radio star” – or so the Buggles sang. And it’s true. Video has killed not just radio stars but also many forms of marketing. Text was overtaken by text and image: cartoons, glossy photos and striking art and text and image has been almost nullified by video.

Video marketing facts

The facts are clear, the statistics overwhelming:

Forrester Marketing Group conducted a survey in 2010 which revealed that emails with a video link had a click through rate of 200%-300% more than those without. Forbes, the business leaders’ favourite business site, says that 65% of executives visit a company website after viewing a video about the company. No print media, email or newsletter has that level of conversion.

Why we love video

But it’s not just about the slickness of the video, although that’s important. Human beings are omnivores and while you might not think our diet has much to do with our choices, it’s actually key. Omnivores have relatively short attention spans and get easily hooked into movement. That means any human animal will look at something that moves … like a video. That short attention span matters too. If we were elephants or basking sharks, we wouldn’t get bored very quickly, but we do.  That’s why we like:

  • Bullet points
  • Cartoons
  • Fast forward
  • Time lapse.

Because we love information gathered at speed. When you looked at this article, your eyes probably dropped to those bullet points and then went back up to the rest of the text. That’s what humans do.

Put these two facts together and anything that moves and gets information over quickly will make us humans interested, happy and likely to take action. That’s video in a nutshell.

How to use video marketing

One of the simplest ways to achieve these results is to feature company videos on your website. They don’t have to be complex or costly. Explainer videos are simply animated concepts that swiftly and engagingly tell people what your company, product or service is all about. For an explainer video to work it needs two things – clarity about the company, product or service and a great script. What it doesn’t need is a huge budget, a massive cast, the CEO to give a talk from his or her desk or days and days of post-production time soaking up costs.

Explainer videos are a great way to launch your video marketing career and it’s actually simple to ‘cut away’ to a few words from the CEO (if they’re great on video!) or a couple of pull shots of the product or organisation (don’t let the terminology worry you, that’s the videographer’s job!) that can be cut into the explainer to give a real taste of who you are.

So if you’d like 200-300% more click throughs, or if the idea of 65% of business decision makers visiting you site appeals to you, perhaps this is the day to start video marketing?


Read more on the Vebu blog