A picture is worth a thousand words. How about when those pictures are shuffled together to create a video?
According to James McQuivey, a researcher with Forrester Research, the value of a one-minute video is comparable to 1.8 million words. Because video plays such an important and unique role in our understanding and retaining of concepts, McQuivey’s findings offer an even clearer perspective on the importance of video in marketing, particularly to capture leads.
Here are some trends you should be paying attention to intimately.
Today, companies big and small are turning to some of the most popular social media platforms out there to share their video messages — and they have good reason to do so.
Data from the Pew Research Center found that 65 percent of American adults have an online social media profile and use social networking sites. Now that’s a big audience. Meanwhile, millennials spend nearly 30 hours a month on social media apps, and an hour a day on Facebook alone, according to a ComScore report.
Some companies have taken note. You can visit the Amway Facebook page to find videos that tell the brand’s story, from the showcasing of new products to promoting their people. Another brand that has hopped on the social media train is General Electric. Instead of Facebook, the company has turned to Snapchat. In fact, GE uses the platform to answer user questions in a fun, entertaining and science-focused approach. Users might even get to see a science experiment captured on smartphone video from Bill Nye.
Considered the second-largest search engine, YouTube has certainly come a long way from its humble beginnings. It’s no longer just a place to watch viral videos or the latest funny cat clip.
Brands and companies, both big and small, are taking to the online, video-streaming platform to tell their stories and share their messages with eager consumers. PR Daily reports that more than 100 hours of video are uploaded to YouTube every minute. YouTube also attracts up to 1 billion unique visitors each month. The site is also part of the reason consumers like easy-to-process, short, digestible clips, rather than long, drawn-out video content.
And think about it: YouTube has only been around since 2007, yet today is a major player in the evolution of video marketing.
So, where is this all taking place? Many experts would argue the bulk of consumer video consumption takes place on mobile devices. When consumers are searching for an answer to something, the first thing they typically do is reach for their smartphone.
Let’s go back to YouTube for a second. Half of all global viewership on YouTube derives from a mobile device. These same users are also more likely to watch and share video content from brands, more so than their peers watching from desktops or TVs, according to Google.
Bottom line: If you’re a business owner or marketer not yet utilizing mobile, don’t sleep on it — get to work now!