A picture is worth a thousand words. Assuming that’s true, how many words is a video worth?
We can of course take the analytical approach. Apple’s iPhone 5 for example, shoots video at 30 fps (frames per second), meaning every second of video consists of 30 still-image pictures. A little quick math: 30 seconds x 30 fps = 900 still images. If each picture is truly “worth a thousand words,” multiply 900 images by 1000 words, you get 900,000. So a 30 second video should bring nearly a million words to mind, right?
We know it doesn’t exactly work like that, but you get the idea. Video is becoming a fundamental part of today’s media culture, from YouTube entertainment to Lynda video tutorials, the combination of video and web seem to be an eternal match. Video has the unique ability to engage viewers with visuals and sound, thus providing targeted audiences with an immersive and time-efficient learning experience. For marketers and web developers, the value of video in content marketing is more prevalent now than ever. If a video truly provokes thousands or millions of words, it’s important that marketers understand the thoughts and desired behaviors associated with each video strategy.
A Bright Future
Research by Cisco suggests video will account for 69% of all consumer internet traffic by 2017. In the fast paced world of business, clients (and potential clients) don’t have time to sift through mounds of text. Consumers want information delivered quickly, efficiently, and in a manner that engages multiple senses. Many marketers understand the paradigm is shifting towards multimedia, and it’s time to press the record button or be left behind.
- By 2017 video will account for 69% of consumer internet traffic – Cisco
- 76% of marketers plan to increase their use of video on the internet - Social Media Examiner
- 58% of B2B marketers believe that video is an effective form of B2B marketing - CMI
Where Video & Content Marketing Meet
Videos reflect a company’s brand, whether the content is developed with this in mind or not. Too often, videos are created simply to increase traffic. Avoid the “traffic temptation” and ensure content represents the company mission, vision, and values. Create a strategy that supports a consistent brand message, conveys insightful information and provides a rich and interactive experience. Consider these points before venturing into the world of video marketing:
1). Design Goal-Oriented Videos
- What emotions do you want to evoke and why?
- Who is your target audience? (Industry language vs. average consumer)
- What actions do you want your audience to take?
2). Implement Calls to Action
- Provide links to valuable resources (landing pages, related videos, testimonials)
- Offer convenient contact options for personal interaction and additional information
- Encourage further discussion through blogs, comments, and other customer-relation outlets
3). Analyze Performance
- View the analytics associated with your video and its desired outcome (fluxuation of sales, leads, web traffic, customer contact)
- Gauge viewer behavior – What feedback is your video receiving? Do viewers easily associate it with your brand?
- Use results to tweak content and maximize future return
Striking the Balance
While fundamental marketing practices remain relevant (identifying a problem, target audience and solution), a new challenge is presented to apply these principles to a much more immersive platform. Video content marketing needs to strike the delicate balance between pure entertainment and information overload. Like any successful marketing campaign, understanding your audience is key. The possibilities of video are nearly endless, but it only reaches as far as your conception, production and distribution strategies allow.
Remember your competition looms merely a few clicks away. Why just tell when you can show AND tell through a multi-sensorial platform? Who knows, five years from now, will you be reading an article like this or watching it?