It’s commonly said that humans now have a shorter attention span than a goldfish. Whether this is true or not is unconfirmed, but we are certainly more impatient than ever before thanks to today’s digital world. We thrive off convenience, simplicity, and velocity, and marketing need to adapt to this. When is the last time you bought something that was marketed to you in a newspaper advertisement, or worse, a flyer? Since the launch of Youtube almost 13 years ago, video has come a very long way. It’s easy to digest, entertaining and engaging, making it currently the fastest growing online media and now an absolute essential in marketing.
Reach New Audiences
There are a massive amount of options for video marketing that are available online.Think of YouTube, Instagram Reels, Stories and Lives, Facebook Stories and Lives and of course, TikTok. This means that the more platforms you have to share your video, the more opportunity there is to reach a larger audience. As much as a TikTok dance might make you gag, by turning your back on it, you are also turning your back on a whopping 500 million monthly active users. According to Forrester Research, people retain 58% more with both visual and auditory stimulation, so it’s no wonder video marketing is thriving! It is also an extremely shareable medium, so you can easily branch out and reach new audiences.
Give Your Brand Personality
Creating a video is the perfect opportunity to show your brand’s face. For example, interviews with employees and customers or behind the scenes peeks into the workplace will give your audience a better idea of what your brand is all about. You could also do a Question and Answer Live with the audience to further engage with them. This will increase their trust with your brand and in turn, will amplify your message to them.
Plus, it doesn’t have to be complicated! For example, you can use photography that has already been taken or bring previously written articles or blog posts to life. If you already have an interview with an employee posted, accompany it with a video to give your audience a proper sense of who they are getting to know.
We all know how important it is that your marketing strategy is mobile-friendly. Don’t know what I’m talking about? Think of trying to view a menu from a restaurant with an old-fashioned, unresponsive website. How many attempts to download a PDF of the A La Carte does it take before you give up and go for a Deliveroo? For me personally, it’s two. So we’ve established mobile-friendliness is important, and video is an ideal format for mobile-users. Most platforms are predominantly mobile first and enable advertisers to use different types of video to build their brand. There are companies such as Renderforest that help you to craft broadcast-quality animated videos with various video templates to cover each one of your marketing needs.
Catch the Attention
As previously mentioned, impatience is well and truly alive, so the first few seconds of your video are key. In these seconds, you can really catch the attention of the viewer. You can prioritise getting your message and branding across before anything else in the video. This in turn will give you a larger chance of engaging them and convincing them to continue watching. Unfortunately it’s quite presumptuous to expect anyone to sit and spend multiple minutes of their precious time digesting your advertisement, but thanks to video you can market with shorter ads to captivate your audience. Try to cut your content down to no longer than two minutes and tailor your content to your audience’s decision making process. Now that you have caught your audience’s attention with an engaging video, you can include a clear call to action button to let them know what to do next.
Lastly, one of the best things about video marketing is the freedom you have to experiment with the many different formats available. You can try a variety of them and then track and measure the statistics that come with it. For example, how are people engaging with your video content? Take note of the amount of views, likes and shares to see what your audience best engages with. Once this has been reviewed, you will know what route to go down when creating your next one. You can also revamp your logos, branding and content to convey the essence of what you’re marketing. As mentioned before, with Renderforest animation maker, you can craft broadcast-quality videos right in your browser with zero video editing experience and without investing too much time or effort. Renderforest allows you to combine scenes, alter the styles and colors, and add catchy transitions to get a personalised, effective animated video and stand out from the crowd.
With that, I conclude my five reasons why video materials are so essential today in marketing to consumers. The popularity of consuming information through video is only increasing, and as the technology world evolves, so should your marketing strategies!