Video provides the opportunity to marry the power of images with the power of ideas. Animated content triggers emotions by combining elements like the ton of voice, face expressions, music. It creates trust, ignites curiosity and provides entertainment value.
Brain expert Susan Weinschenk, PHD, consultant to brands like Amazon, Disney and Walmart, speaks about 4 reasons why video is so hypnotizing to people:
1. Our Fusiform Facial area of the brain makes us pay attention to faces
2. Listening to voice converts information into meaningful content
3. Human emotions are contagious- smile for for audience to smile back (communicate with passion and excitement)
4. The fact that movement grabs our attention is rooted in our anthropological DNA. Since the stone age, we’ve survived by noticing things in motion, and looks like we still do.
Most people seem to retain 95% of the information in a video, compared to 10% of what they read. 65% of people are more likely to buy a product if they can watch an explainer video. (according to comScore).
Highest ROI Online
It's no secret that video is becoming THE fastest growing segment of digital advertising with the highest ROI online.
Search engines prioritize websites that feature videos. 70% of the top searches contain at least 1 video. In fact, YouTube is now the second most popular search engine in the world with over 4 billion video views per day. Since the moment you started reading this article, 40 hours of new video have been uploaded on YouTube and 1.8M of videos have been watched.
In addition, when a site uses videos, people spend 2 to 5 times more time on the site, and conversion increases by 30%-40%. It’s also very easy to measure click-through rates, drop-off points with the built-in video feedback loop.
And if those numbers have not convinced you: in 2017, 74% of all Internet traffic is expected to be video. Welcome to the era of the video web!
Mobile in King
People prefer watching a video then reading a page of text, especially on the go. One good video gone viral can lead to massive social following. Audiences are 10 times more likely to engage, share and comment on video content, than any other branded content.
This year alone we saw Twitter lunch autoplay, Facebook offer video ads, and the rise of multitude of mobile apps and live streaming platforms like Periscope and Meerkat.
Here is Nikola Mendelsohn, of Facebook, speaking about the importance of mobile and video advertising.
Huge Competitive Edge on a Low Cost Budget
Nowadays, you do not need expensive equipment to shoot film. Your smart phone and a couple of lights may be enough.
Does it matter what kind of video is used? Absolutely. To get the point across, make your information as simple, flawless and easy on the eye as possible. Storytelling and explainer videos are perfect for promoting products/services because they are short and engaging.
On the other had, if you are hoping to go viral, bet on the entertainment value of your clip.
Unleash your imagination. Go big. Think of unexpected ideas. With viral videos, anything is game. You can get noticed and get ahead of the big firms with a single clip.