Marketing, PR & Advertising and Technology

Reasons why your company needs video marketing

November 26, 2015
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There’s something fascinating about video.

Outside of an in-person experience, nothing engages us or demands our complete attention quite like video. I can remember the unanimous support in school — no matter the grade — when my classes were given the option to either read about a certain topic or watch a video covering it. There wasn’t one time where video wasn’t chosen.

Maybe those videos were just an excuse for teachers who didn’t feel like lecturing. Maybe those videos were just to keep kids in classrooms from getting antsy. Maybe not.

As individuals, we’re drawn to video, regardless of environment. Behind Google, YouTube is the second largest search engine in the world. Bigger than Bing, Yahoo, Ask and AOL combined. According to Forrester Research, the value of a one-minute video is 1.8 million words. That’s the equivalent of reading 3,600 web pages.

Why is that?

Video gives us a no “skim-read” option. Comprehension is immediate. Its ability to deliver an emotional response in a matter of minutes is unmatched by any other medium. The integration of video with social media sites makes it even more accessible and easier to reach, engage and inform individuals.

As a student at Grand Valley State University in 2013, I had the opportunity to co-produce a motivational video on exams to help students prepare for finals week. Attention from the video was surreal. More than 236,000 views later, our video has reached students across the United States and abroad. Colleges have contacted us directly to congratulate us and ask permission to use it on their campuses.

If two students with a camera can reach that many people, imagine how your business could dramatically increase its scope of influence with even minimal video resources.

With Internet speeds increasing, the opportunity for video in marketing continues to grow. Studies show that when a marketing or explainer video is embedded in an email, click-through rates increase 200 percent to 300 percent. Because of this engagement, most marketers expect video to dominate their strategies in the near future.

So, when mapping out your next marketing moves, consider using video. Whether it’s something you produce, linking to an existing video online, or teaming up with a company, there’s just something fascinating about video.

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