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Why is ‘Video Content’ so key for businesses online presence?

Statistics Source: (Digital Sherpa – http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/)

Why use video?

Video content is one of the best ways for a business to inform and translate information to an audience, without throwing pages and pages of time-consuming text to read through.

When a business presents ideas, content or products through video, it gives the company more freedom to express the objective of the video, for example, let’s say a business wants to produce a piece of content to show off a new product. Using video content allows the audience to have an easier understanding of what it offers rather than using more time and effort to read through its features. In addition to that it also gives the viewer more visual knowledge of the product, as they can see what it looks like rather than using either imagination or very few pictures.

How does ‘Video content’ engage my audience?

Video content is one of the best (and in my opinion, the best!) way to communicate with a target audience, and also a very strong strategy to engage the audience and potentially lead to your video aim, whether it’s to subscribe/follow, buy a product/service, or even just to inform.

According to statistics, (Statistics Source: (Digital Sherpa – http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics) Only 20% of your audience read ALL of the text on a webpage, which is an astounding figure in comparison to that 80% of online visitors will watch a video.

That means, if you presented all your content in text, per 100 visitors, only 20 would take the time read it all, and that doesn’t even take into context the quality of the information being delivered.

In comparison, this means that 4x the amount of people will take the time to view a video than text!

Does the quality also reciprocate the quantity of information being delivered?

When using text, you can precisely word a piece of content, whether a small sentence to tweet, or a couple pages of a blog, to try convey an emotion and feeling to the content.

For example let’s take this tweet…
‘New Apple Pen to be unveiled on 13th August 2017’

Although this is keeping it simple, it clearly shows the aim, and the information behind it. You could now go on to expand this sentence and work with it until you’re happy, however, no matter how you compose it, using text you limit yourself to the quality of emotion you portray within the content.

Now watch this short clip I have edited together, using content from an official apple advert

(Full Vid: https://www.youtube.com/watch?v=iicnVez5U7M)

WATCH: https://www.youtube.com/watch?v=OJO-R4zSrVI&feature=youtu.be

This video will require just as much time from the audience as reading the text, however by using video content, you have unlocked unbelievable amounts of potential to add more emotion to the content, and to show a standard to the content, such as making it look more exclusive or luxurious.

For potential customers, that are already interested in the ‘Apple Pen’ product, this small piece of video content will be highly effective in promoting the product and will have more of an effect to the audience than the tweet.

The potential to show quality of emotion with text is low compared to video content and the feel of the content can come across a lot better in video, especially when well produced, colour corrected and edited.


By Olly May, (Digital Marketing and Social Media Apprentice at Cloud Social Media)


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