Video combines two things that catch people’s attention: sound and movement. Here is why that works, how it’s effective, and how Abstrakt Studios can seamlessly integrate it into your marketing strategy.
Video has become the chosen medium for communication in today’s modern world. Look anywhere and you’ll see video dominating the culture—nowhere is this more evident than online. Video is engaging, it fills the senses, it tugs at the heartstrings, it can be hilariously funny, and it can be packaged into an easily consumable and shareable two minutes or less.
Videos are organic and refined and when well-planned and professionally produced, can be anything to any business. It is this ability to be customized that makes it such a versatile marketing tool. When a company needs to demonstrate products, showcase corporate culture, or honor a key employee as they retire, video is an obvious and cost-effective choice.
Why is it so effective? This blog will explore the science and statistics behind video marketing, how it’s used effectively, and our process for developing impactful video marketing assets.
The human brain is wired to respond to visuals differently than text—it’s easier for people to understand and process visual language. With it being 2021, most adults have grown up with TV and movies, meaning information travels easier when it’s communicated through a video.
People process images and visuals 60,000 times faster than text, and this is why many people can describe nuanced details in movies and TV shows but struggle to recall information they read online or from a book. From a marketing perspective, a captivating, impactful, concise video is the perfect medium to convey information and make it stick.
Video is a popular tool among video marketers. The below research is based on 2020 numbers, so they may be a bit skewed by the effects of the pandemic, but the overwhelming message in the numbers shows that professional business marketing videos are a prevalent tool for today’s marketers.
- The average viewer remembers 95% of a message when it’s presented in video form as opposed to only 10% of content that’s read as text on a page.
- People are twice as likely to share video content with their friends than any other type of content.
- 84% of viewers say their buying decision for a product or service was influenced by branded videos.
- 66% of audiences say they would prefer a short video to explain a complex subject or provide a product demonstration over text or infographics.
The ROI of Video Marketing
- 95% of marketers say video marketing has improved understanding of their products and services.
- 80% of marketers say that professional videos have directly increased sales.
- 87% of video marketers say video has increased traffic on their website.
The Value of Video Marketing
- 85% of businesses used some form of video as a marketing tool in 2020.
- 92% of marketers say that video is the centerpiece of their marketing strategy.
- 99% of companies that use video marketing say they will continue to use video in 2021.
The statistics and science show that video works—the next step is to decide how you are going to use it within your greater marketing strategy. Businesses use video for their YouTube channel as the centerpiece of landing pages, email marketing, and much more. What starts with exposure leads to increased sales and more conversions. Here are some more ways that video marketing is useful and some tips for increasing its effectiveness.
Video Keeps Users on Web Pages
It’s easy to scan a webpage that is filled with nothing but text, white space, and pictures, but when you include a video as another element, browsers who have even a slight interest will watch it to get an idea of what the page is about.
A well-crafted video will inspire the reader to stay longer on the page and learn more about the product or service. Video is more entertaining than reading text, and they are more apt to retain information from the video.
Video Boosts SEO
Search engine optimization (SEO) is improving the combination of text, pictures, and video on a webpage that influences search results and ranks your webpage against other pages that have similar content. Google generally favors web pages that provide the most benefit to someone entering a search.
Web pages that feature video elements heavily influence these search results, and Google can even catalog relevant keywords in a video. This is important because web traffic and click-through rates are also major Google ranking factors, and the more time someone spends on your site and heads to different pages, the more relevant Google considers your page to be.
Video Directs People to Your Site
Most modern businesses that have mature marketing strategies all have channels on YouTube and Vimeo. When they use these platforms to store and showcase their high-quality video content, viewers are influenced to see more and even visit the company’s website.
Video Is Easily Shareable
Some of the best business videos are ones that contain tips, tricks, and hacks, and this is the kind of content that gets shared most often on social media platforms like Facebook, Twitter, LinkedIn, and Instagram.
This kind of exposure is priceless, and even if the video only mentions your products or services, viewers will remember what they saw, and in their mind, your brand will always be congruent with cleverness.
Stanley Kubrick once said, “If it can be written or thought, it can be filmed.” The truth is, it’s pretty easy to take your ideas and your vision and transform them into impactful business videos—as long as you have the right video production partner.
At Abstrakt Studios, our goal is to exceed our clients’ expectations. We create professional video content that grows your brand and business through:
We make the video process simple. After years of trial and error, our process breathes life into your vision and delivers the professionally produced video marketing you expect.
Step 1: Creative Discovery
Behind every marketing video, there is a problem to solve or a message to convey. We start by setting clear, measurable goals, establishing the target audience, and defining how the finished video will be used.
This is where we familiarize ourselves with your company and your culture. In order to represent your company the way you want it portrayed, we delve deeper into your vision for the video, so your goals are closely tied to a finished product that meets the needs of your audience.
Step 2: Preproduction
Nothing is more effective than an original, relatable story, and our preproduction and planning process is where we start to build that narrative. Depending on the project, preproduction usually includes:
- Location scouting
- Competitive video analysis
- Equipment and prop rentals
- Q&A writing
- Motion design direction
- White space video development
Preproduction is where we take your vision and apply our expertise, so we meet and exceed your expectations.
Step 3: Production
Once everything is in place and the video has been planned from beginning to end, it’s time to execute. Our full-service production team takes care of every aspect, including:
- Location shooting
- Audio capture
- Video capture
- Voiceover recording
We incorporate our clients as much as possible during production. Not only do they provide immediate feedback, but they also get a chance to participate and be represented in the final product.
Step 4: Post-Production
Once the parts of the video are produced, the next step is to build your video together and refine it. This process usually includes:
- Sound effects
- Color correction
- Rough/final cuts
Post-production is another important step that incorporates supervised client review sessions allowing clients to be as hands-on (or hands-off) as they want to be. Client review is another way Abstrakt Studios accomplishes its mission to top client expectations.
Step 5: Sit Back and Watch
At the end of this process, you’re left with a professionally produced, expertly crafted video masterpiece that tells a compelling story and conveys your unique message. From our experience, rarely does it end here. Once our clients have seen their video, they are often inspired to start discussing their next video. Depending on the content, finished videos have a long shelf life. This means they can be used for various purposes for years before they need to be updated and reshot.
So, are you ready to start your video? Abstrakt Studios is a professional partner that will take your exact vision and turn it into a video that can be the centerpiece of your marketing strategy.
Reach out to us today to start a conversation about how our art translates to your business success.