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We don’t just do video; we know about video. Our experience means we have a wealth of expertise to call upon, and we look to impart that know how from time to time via our blog. You could say we offer up a few ‘kernels’ of truth. A pun that’s absolutely intended

The impact video marketing has on a consumer

If video marketing seems like a daunting subject, in which you have no expertise, you’re probably wondering whether it's worth your business taking on such a task. Well, many companies have probably thought this about previous marketing campaigns… until they reap the benefits.

Due to the fact that, in this day and age, everything and anything is going digital, standard, wordy marketing campaigns are no longer working for the consumer. This is why businesses have started to use video marketing as a way to market their product/ service to keep up with the demand in such marketing campaigns. In the past year, 61% of businesses have started using videos to support their marketing strategies, 66% of which weren’t using video a year ago. *

So, the real question is - why do consumers prefer to be persuaded by video? Well, a new study suggests that viewers retain *95% of a message when they watch it in a video, compared to just 10% when reading it in text. This retained information is key for when a customer is making a decision in purchase and how easily persuaded they are to buy. As a result of this, *52% of consumers say that watching product videos makes them more confident in online purchase decisions.

Without going into the science behind it, our brains are wired to understand and take in visuals a lot easier than text; vision is our more dominant sense. With this in mind, video can also evoke emotions in a powerful way and not only persuade us to buy, but also form a connection with a certain brand or product. Video can make a person feel happy and uplifted in a matter of seconds, this allows the consumer to gain trust in a brand or product.

Using consistent visual communication is a great way to take advantage of your brand’s equity, especially when launching in to a new market. Any way of including visual within your marketing campaign will benefit you greatly, notably when using video to allow the consumer to get a sense of what your brand represents. When you take into account that, by 2019, *video will account for 80% of global internet traffic, your business really shouldn’t be ignoring the fact that video really does work. People want to get a feel for what they are being sold, as well as being entertained. Whether you own an undertaking business or a fast food chain, video allows you to create a tone of voice that appeal to your consumer - in a lighthearted way.

A recent study shows that *4X as many consumers would prefer to watch a video about a product than to to read about it - who wouldn’t. This is why so many more consumers are being persuaded by the use of video marketing. When you see a video that you've particularly enjoyed, whatever that may be, chances are you remember, and also share said video around. Creating videos that have effects like that are the perfect storm and can drastically help generate awareness for your video content and your brand. For instance, a reason study shows that enjoyment of a video increases purchase intent by 97% and brand association by a staggering 139%. *

Another recent study shows that customers that were watching videos on websites, were staying on the sight twice as long as opposed to those who were not. Not only were they staying for twice as long, they were also scrolling through twice as many pages of content. This is undeniably the perfect figures to convince any business that video marketing really does convert in to hard sales and brand awareness.

Astonishingly, *60% of businesses who use video marketing, rated that videos were their most effective marketing strategy - hands down. All of these facts and figures may seem like an overload, however, when it comes down to video marketing and how effective it actually is - the facts and figures really do prove this. Although many still find the thought of it daunting, expensive and only meant for TV, video marketing is really starting to lead the way in which consumers purchase goods. This is specifically why businesses should no longer be turning their backs to the thought of using video and start thinking about how to move forward in this digital age. I am pretty certain the same thing happened when photos and social media came in to the picture… and now look at it!