Why video content captivates your audience

VIDEO is an essential part of the conversation brands have with their customers and their community, especially in today’s world. It’s something that never fails to captivate audiences on social media platforms and websites.

In fact, here are some statistics reported by Social Media Today and Virtuets that will explain why marketers are suddenly focusing on creating video content for their brands:

• The average user spends 88 percent more time on a website with video
• 60 percent of consumers spend at least 2 minutes watching a video that educates them about a product they plan on purchasing
• 96% of IT decision makers and tech buyers watch videos for business
• 90 percent of users say that product videos are helpful in the decision-making process
• Viewers retain 95 percent of a message when they watch it in a video compared to 10 percent when reading it in text

A recent Vidyard survey found that managers understand the importance of video and have actively been making efforts to ramp up their in-house productions. It reported that businesses published 18 videos on average every month and that 85 percent of the companies had hired internal resources to create videos.

For Social Video, Marketers Value Engagement Above All Else
… and older metrics like brand recall are falling by the wayside#CMO #marketing #smm https://t.co/iwWrOvYf0N pic.twitter.com/7b7aUxpKAv

— Marsha Collier (@MarshaCollier) December 27, 2017

To better understand why brands use video content to engage with their audiences, Tech Wire Asia spoke to Ho Chung Jun, Founder of Gram, a Singapore-based studio offering animated videos to businesses of all sizes.

Improves direct sales

People are emotional creatures. They make decisions emotionally, not logically. That is why storytelling is such a powerful tool. It involves moving images, voices, and tonality, which creates an emotional connection between your brand and your consumers.

It is more likely that the consumers will buy into your brand as videos make it easier for the consumers to digest the information and make you appear more convincing and trustworthy.

Now,  how do you decide whether to use videos or animations?

The key deciding factor is whether we want to deliver more of an experience or an explanation.

For products that are easily understood, you might want to take on an ‘experiential’ approach that amazes the audience. Videos are undoubtedly better for that since they’re more immersive. “It’s why most of our clients prefer it when they want something for an Indiegogo campaign, for example”, said Ho Chung.

On the other hand, if it’s a new product or service that isn’t easily understood and needs more explanation, animation works better since they can break down complex topics into digestible bites.

Boosts conversion rates

Videos grab attention on social media better than any other medium.

Since audiences understand the message better and faster, adding a call to action button at the end significantly boosts conversion.

The call to action can prompt them to contact you for inquiries or go to your website to find out more.

Videos create an emotional bond with your audience. This emotional bond leads to an increase in conversion rate by as much as 20 percent. In a nutshell, it is safe to say that these videos help in converting your visitors into customers.

Increases user engagement

When people play your video, they show that they’re interested in the product or service you are advertising.

“Therefore, if you see your video post getting a lot of views, you should boost it. You will realize that exponentially more people will view your video and this leads to higher clicks, engagement, and overall traffic,” advised Ho Chung.

User engagement can be best observed when one starts to engage in your video by liking, commenting, or sharing the video. Videos have one of the highest engagement levels as a marketing tool.

Improves brand identity and recall

Your brand is an intangible thing. It is what others intrinsically feel when they hear about your brand. That is why it is important that your videos create an emotional bond with your audience.

By marketing your video to a greater audience, it improves your brand identity and boosts brand recall. In the long run, having a stronger brand will help you stand out from your competitors.

Therefore, it is wise to increase your efforts in improving your brand name. Marketing your video on platforms such as Facebook can help generate a buzz among the intended audience and will ultimately lead to better results.

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