A Video is Worth 1.8 Million Words
Are you reading this? If you are, chances are you won’t continue reading to the end. If it was a video, however, there’s a much higher chance that you’ll watch the entire thing.
Speaking of attention span, did you know that the average attention span of a human being is officially less than that of a goldfish? The National Center of Biotechnology Information has discovered that an increase in external stimulation plays a major role in the average human’s 8 second attention span.
Whether we believe it or not, our brains have adapted to fit the social, instantaneous world around us.
Even our use of social networks has shifted. Instead of the traditional way of using one network for all forms of sharing (Facebook), users now prefer multiple specific platforms (Twitter, Vine, Instagram).
Due to a steadily decreasing attention span, today’s marketers are being faced with the challenge of grabbing a viewer’s attention and keeping them engaged.
This is when video marketing proves to be a unique, easy way to ensnare consumer attention. If you have eight seconds to convince someone to pay attention to you, you’re more likely to find success with a creative video as opposed to an essay.
According to Entrepreneur, videos are processed by the brain 60,000 times faster than text.
They are also powerful because they evoke feelings. For those who have seen Budweiser’s Super Bowl commercials with the golden retriever puppy, you can imagine that the commercials would not be nearly as emotional if portrayed with traditional print advertising.
Have you heard the saying that “a picture is worth 1000 words”? Well according to Tech Journal and Forrester Research, a video is worth 1.8 million words.
It takes practice, experience, and often a professional education to be able to write in a way that is powerful and influential. Rather than spending hours of time writing 1.8 million words, devote that time to creating a video.
The Internet is a great resource for discovering free tools and apps to create videos.
Famous brands, musicians, and designers may thrive using video marketing on networks such as Snapchat and Periscope, but small businesses shouldn’t feel left out. Free services such as Moovly are easy to use, low budget, and don’t require a large time commitment.
When creating your first video, there are multiple things to keep in mind.
1. Mention the main point right away to garner interest. If someone hears the first sentence and it doesn’t appeal to them, they won’t continue watching.
2. Keep it short and concise. According to ComScore, the average length of a video has shortened from 7 minutes to just under 5 minutes. Don’t bore viewers with long science-based explanations to show how your product works, keep it simple and personal.
3. If possible, use your customers. Authentic, user-generated content is much more popular than over edited, company-generated content. Inviting a customer to submit a video review of one of your products for the chance to win a prize can be one strategy. This benefits both your customers and you, and is a fun way to raise brand awareness.
4. Add a call to action. If someone watches your entire video and merely clicks away from the page without a second thought, you haven’t done your job well. After watching, viewers should feel compelled to watch more videos, subscribe to your newsletter, or complete a sale.