Video killed the radio star

Well, actually it didn’t.  Since video came along, radio is still well and truly thriving as far as I can tell, with about a gazillion channels to choose from on digital and FM.  The stars of radio seem to be getting paid handsomely enough, so no, video just came along and shook things up a bit.

Now it looks like it’s shaking things up again, in an even bigger way.  This time, online.

In case you hadn’t noticed, online video has become MASSIVE.  Everywhere you go, whether it be a social media channel, a search engine or a website, videos are all over our screens. They are entertaining us, educating us, selling to us, anything that text can do, video can do too.  Except there is one little difference.  Video does it better.

There is a reason that video has become such a massive part of our online culture.  It’s simply because viewers like it.  In a busy world where time is short, and attention spans even shorter, where there are a million zillion things trying to grab our attention, where we take on board SO much information on a daily basis, we want, no, NEED, things to be made simple and entertaining for us.  This is what video does.  It can turn a long piece of written text into something shorter, more engaging and easier to digest.

Imagine you are in the middle of a busy working day, or at the end of one.  You grab a cup of tea and plan to spend 20 mins online, looking at……… well, whatever comes your way.   You’re flicking through your social media and you see an advert for a local gym.  You’ve been meaning to join a gym for months, but life is well, you know, kinda busy.   So you click on the advert and there are paragraphs of text, explaining how amazing the gym is, what offers they have, what classes they run.  There is also a lovely looking photo of the weights room.    Underneath that advert, is another advert for a different local gym.  This time there’s no text, but a video that is already running.  Within the space of 10 seconds you have seen the weights room, the cardio room, the spa and the cafe.  You click for sound.  Within another 10 seconds you know what classes they run and you hear their current joining offer.  Supposing these two gyms are of the same calibre, are you likely to scroll back up and read the paragraphs of text about the first one?  You’ve only got 5 minutes left before you need to go to a meeting/give the kids a bath.  Which gym are you more likely to plan your free trial with?

Now, I’m not really one for statistics, but there are a LOT of video marketing stats out there.  One which I do like, and seems to be plausible is that YouTube is the worlds second largest search engine.  Yes, only Google trumps YouTube when it comes to people who want to search for ……….anything really.  That one statistic speaks volumes.  If you want more, how about these for size:

Using the word ‘video’ in an email subject line boosts the open rate by 19% (Syndacast)

Marketers who use video grow revenue 49% faster than non video users (VidYard)

Social video generates 1200% more shares than text and image combined (Responsive Bound Marketing)

People spend on average 2.6x more time on pages with video than without (Wistia)

I could go on but like I say, I’m not a massive stats fan, especially when common sense tells you the same thing the statistics are trying to.

“Enough!!!” I hear you cry, “I get it, I need to get some video done.”    So, where to start?  Finding your video can be tricky, especially for small businesses where people are already wearing various hats for all the roles they need to fill.

There are all kinds of video that you can use within your marketing strategy.  The following are key within the business world.

  • explainers (explaining your business in a simple way)
  • how to’s (showing value)
  • product demos (establishing trust and educating)
  • testimonials (social proof)

Also, lets not forget the importance of the personal touch.  An audience likes to see the face behind the business, so get in front of the camera and build the “know, like and trust”.  Social media video is a great way to do this, and can really build connections with viewers.

A general rule of thumb for me, is that any video on your website should be of a professional standard, whereas with social media videos, you can get away with being a bit more relaxed.  (Though this could depend on your business, one size doesn’t always fit all)  I mean, if you’re going to be posting a video each week, do you want to be paying a professional to do that?  So, it’s a good move to get familiar with the video camera on your phone.  You’ll be surprised at what you can create with it!  The quality of video on the latest phones is amazing, and you can easily make great looking stuff with the help of a video editor app. (I use FilmoraGo, but there are loads of great ones to choose from).

Also, there are some great apps out there to help you create videos using stock footage, or even create animated videos.  The options seem to be increasing daily.

Whatever route you go down to create video content, remember the clue is in the name.  Content.  The audience needs to be drawn in straight away or you will lose them quickly.  Us humans are a fickle bunch, and unless you grab our attention early on, we’ll move on to the next exciting looking thing.   Don’t forget to make your video an appropriate length too.  Nobody wants to watch a 5 minute video on why they should buy your product.  On social media, you can expect people to leave between 30 – 90 seconds, even if they find your video interesting.

So there you go, there are no excuses.  If you really want people to hear your message, give it to them in a format they are more likely to use.

Don’t get left behind online, get video. 🙂

For more information from Nutty Amber  and what videos can do for your business contact:

amy@nuttyamber.com

www.nuttyamber.com