The pace of our life is increasing with each passing year. Consumers of today aren’t even close to the consumers they were 10 years ago, or even five years ago, for that matter.
With so much information available to the public, an average consumer is about 57% through his or her purchase decision, before even contacting a company or a sales rep.
Offering high-quality service and content is very important, but it isn’t enough anymore. If you really want your business to step it up and increase profits, you need to not only create outstanding content, but also make sure that it is easy to digest, understand and, most importantly, save time for the consumers. And a great way to nail all of this with a single blow is video content.
Benefits of video content
Written word is by no way out of the game, but video offers so many benefits you simply can’t ignore:
- Quality, valuable video content gets prioritized by search engines over written word – this means that one great video can help you rank up for keywords that would take months of hard work otherwise
- A one-minute video is equal to 1.8 million words
- Video content is easier to remember and understand because it interacts with the brain on all sensory levels (whereas written word interacts on only two)
- Watching a video takes less effort and concentration than reading, which makes it more comfortable for consumers
- Did you know that mobile internet usage surpassed desktop in 2014? Well, on top of that, 99.5% of mobile users look for informational content and 77% use their smartphones to research a product or service for themselves
This list could go on forever, but those few statistics should be enough to show you the power of video content nowadays.
However, not every video is going to bring you outstanding results. It has to be informational, high quality and provide value to your consumers, just like written word. Here are a few tips on what good video content should be like.
If there is one rule that applies to all kinds of marketing, it’s this one. Clarity and ease of understanding is your first key to success. Don’t try to use fancy wording or professional terminology; you shouldn’t be trying to look important, your goal is to intrigue your consumers and deliver the information that they want.
Short and intriguing
Remember the golden rule: all things are good in moderation. While video has tons of benefits over written word, you can’t allow it to get boring or mix in too much information. If you have a lot to say, split it up and make a few more videos. Each video should be about a single, specific subject and last no longer than two minutes.
Avoid repeating yourself too much
This is a video marketing mistake that a lot of businesses encounter and go for the wrong solution. Though it is true that the more you hear about a certain thing, the easier it is to remember. But, the downside is that too much repetition (typically, over two times is too much) creates boredom. If consumers get bored from watching the video, they will just close it and your grand plan for making them remember whatever you wanted to say through constant repetition turns to dust.
One of the biggest advantages of video over written word is that videos engage your audience on an emotional level. As a smart marketer, you should be making good use of this. You know what your consumers care about and want to know, so try to address their emotional concerns in your video. It will make them remember it better than anything else.
Sum up everything in the end
Finally, use the last 10-15 seconds to sum up the main points of your content. Note that summarizing isn’t the same as repeating yourself; make sure not to confuse those two. A short summary will help remind consumers whatever they might have missed and help them focus on the main points of your content.
Making videos a solid part of your content marketing strategy will take some time. Keep track of what you are doing and always look for ways to improve your content. Think of your consumers, their needs and pain points, and you will keep getting better and better results with each new video.
Charles Dearing is an experienced writer who also runs his own blog. He writes for Patient Sites and his articles can be found on many business and marketing blogs.