In 2015, Time magazine published an article titled “You Now Have An Attention Span Shorter Than A Goldfish.” Pretty shocking, right? Research has shown that the attention span of humans has been shrinking. In fact, statistics say that 17% of those reading this will click away after 4 seconds. Would you like people to stay longer on your website? Of course you would.
The answer is video. People viewing video typically stay longer than with text. The reasons are simple. We are visually-oriented and delivering content visually is more engaging. Add motion and you’ve kicked the engagement potential even higher.
A month ago I wrote about this megatrend move to video and it continues to grow. The use of video for online marketing is a trend that will likely continue upward as more marketers incorporate this tool into their marketing efforts. Why has video marketing grown so rapidly?
According to networking equipment manufacturer Cisco Systems, 69% of all consumer internet traffic will be devoted to video by 2017. YouTube receives over one billion unique visitors every month. Video is in demand and video on demand is expected to triple by 2017.
The Nielson Company reports that 64% of marketers are planning to use video in their marketing. Are you one of them? The truth is that anyone who ignores video marketing is likely leaving a lot of money on the table.
Forrester Research says that if a picture is worth 1,000 words, one minute of video is worth 1.8 million words. That should get your attention!
If you are not using video in your marketing, the good news is that there is software available that can make your transition into this lucrative segment for marketing easy and effective. If you are using video, but your results aren’t where you want them, it’s time to upgrade. I personally use Camstasia Studio, but a free entry level option is screen-o-matic.
What kind of videos can be most beneficial for your business? Consider creating explainer videos. Explainer videos are generally short videos (about 30-90 seconds to a few minutes – no longer!) that introduce and explain your business. Explainer videos can also be used to introduce prospects to a product, service, or promotion. There are five general types of explainer videos.
- Benefits videos – This type of engager video highlights the benefits of your products and services.
- How-to videos – Use these to teach others how to do something.
- Testimonial videos – Use these to showcase those who have benefitted from your products and services.
- Demo videos – use these to show how your product or service works.
- FAQ videos – answer common questions about your products and services.
Whether you’re creating explainer videos to introduce your business or to highlight your products and services, your engagement will be higher than with straight text. By the way, you can see my videos here.