How Video Marketing Can Grow Your Business
As marketers and business owners, we want to create content that helps connect our brand with the consumer. We want a deeper connection that goes beyond mere advertisement. A connection that builds trust and faith through effective messaging.
So, we need a medium that not only allows us to effectively deliver information but also do so in such a way that resonates with our target audience. In essence, a message that accurately conveys the heart and soul of our business. With advances in technology, video has emerged as a key component of any marketing campaign because of its ability to achieve just that.
Why Seeing Is Believing
- Our eyes can register 36,000 visual messages per hour.
- 90% of information transmitted to the brain is visual.
- Visuals are processed 60,000 times faster than text.
- 40 percent of nerve fibers are linked to the retina.
- We can remember the content of 2500 pictures with over 90 percent accuracy 72 hours after looking at them for only 10 seconds.
Our sense of sight provides our minds with a huge amount of information that doesn’t need explanation. We also retain most of that information from things that we see. Take the stat from above:
We can remember the content of 2500 pictures with over 90 percent accuracy 72 hours after looking at them for only 10 seconds.
90 percent accuracy is tough to beat in anything, especially when trying to reach potential consumers in a given market.
We can also use images to generate an emotional reaction. Almost instinctively, our brains are wired to generate emotional responses based on our visual perception. Sumo wrestling is a great example. Once you have seen two men Sumo wrestle, you will certainly react emotionally and, unfortunately, never forget what you just witnessed. Sorry.
You have to Break a Few Eggs to Make an Omelette
If the old idiom is true (a picture is worth a thousand words), then a one minute video should be worth millions of words. And that same video will allow us to convey millions of images per minute that can be quickly understood and not easily forgotten.
Remember the infamous 1980’s drug commercial that showed an egg in a frying pan? I can recall it easily. The frying egg helped the audience recognize the horrors of drug use. It was a simple 15-second clip that conveyed a serious and complex issue.
What if our campaign about drug use was restricted to awareness posters or pamphlets? Would those two mediums be as effective? Would the campaign have been as ubiquitous as it was, so much so that it is ingrained in American culture?
Let’s look at this from another perspective. Write about every aspect of the drug ad, frame by frame, including your emotional response and the major themes of the commercial. How long of an article would it be? And how long to read it? Our commercial was only 15 seconds.
Now you probably shouldn’t go fry an egg as a way to grow your business, unless of course your business is a diner or Cracker Barrel. But we need to recognize how a 15 or 30-second video can help an audience quickly perceive and emotionally connect with a large, complex message. And as marketers and advertisers, that is the type of understanding and connection we want to harness when communicating with consumers.
The Future is Now
Currently, social media, coupled with advances in camera technology and video editing software, have allowed video to become a key component of how we deliver messages to our audience. We now have the ability to create quality video content once reserved for the major TV networks or production houses.
And some companies are growing their brands by not just advertising directly to consumers but creating video content that can attract an audience. The Yeti Presents campaign is just one good example of this.
So, when considering how to best advertise and market your business, video might be the best choice for growing your brand and, quite possibly, your revenue.