It was once said that “A Picture Is Worth 1,000 Words.” If that is the case, a video is worth 1,000,000 words. Or more. Video content marketing is now an essential marketing tactic for all businesses and can be found in a myriad of vehicles: video ads, “box openings”, product demos, to name but a few. Why is video content essential? People watch videos. A lot of videos.[1] People will spend 100 minutes a day watching online videos in 2021.

One of the reasons videos are so popular is because they’re digestible. According to a recently published study from the Technical University of Denmark, the collective global attention span is narrowing due to the volume of information that we are constantly flooded with. It should come as no surprise that shoppers now seek out video. Almost 80% of people state that product videos give them more confidence when purchasing a product. Videos from other customers give prospective customers more confidence about what they are purchasing, which is very important where you cannot always test the product ahead of time. Other compelling facts about video reviews include:

• 64% of consumers make a purchase after watching branded social videos (via tubularinsights).
• Video marketers get 66% more qualified leads per year (Optinmonster, 2019).
• Studies show that 54% of consumers want to see more video content from a brand or business they support (HubSpot, 2018).
• Videos help keep users on your website longer and also keep them more engaged. The average user spends 88% more time on a website with video (Forbes, 2018).

It’s not just consumers who see the value in video. According to Biteable:

• 61% of marketers consider videos to be a ‘very important or extremely import* has a better ROI than static product photography.
• 74% of marketers say video has a better ROI than static product photography.

A recent study by Lemonlight showed:

• 84% of marketers say video has helped them generate leads. (Wyzowl)
• 85% of marketers say that video is an effective way to get attention online. (Animoto)
• Video ads were the #1 way consumers discovered a brand they later purchased from. (Animoto)
• Over 90% of people say they discover new brands or products on YouTube. (Google)

Lisa Lubin, three-time Emmy® Award winning producer, once wrote “The amount of information contained in one single frame can take 3 pages to describe. The feeling, the colors, the message is seen immediately. It is a known fact that people engage more when they watch a video and tend to stay watching it. They are also happy to pass it along. Video informs and entertains people and, good or bad…”

But before you think that the written word is totally obsolete, 85% of Facebook videos are watched without sound. So the captions in videos is absolutely crucial. (Facebook)

So, grab your lights and camera. It’s time to make videos.

Mathew Mandeltort
Co-Founder
ChefWorthy
www.chefworthy.pro

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[1] https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-statistics-to-know/