According to HighQ, 2015 is the year of video marketing. And when you look at the stats, it seems they’re not lying.
In fact, in a Single Grain article, it was noted that:
- Diode Digital found that online video is a 600% more effective marketing tool compared to print and direct mail combined.
- Online Publishers Association observed in 2007 that there is a higher probability of the target audience taking action after watching a video ad, with 12% ultimately making a purchase.
Providing valuable, relatable, and actionable media that is easily shareable with peers has always been the cornerstone of content marketing.
Through a steady stream of informative, reliable content, businesses can establish a platform with which they can prove themselves as experts consumers can trust.
Video versus other media
With the range of media, blogs, and thought leadership pieces now available at the consumer’s disposal, trying to gain mind share is not as easy as it once was.
Competition has become even fiercer, and it’s getting harder to convince target audiences to finish reading a particularly well-researched article about a business, or even to scroll through massive yet static images of a product.
Compared to other media, video has a stronger pull on audiences, is faster to digest, and, according to a Fast Company article, easier to recall.
A video’s visual plus auditory tone is far more superior when it comes to captivating a person’s interest and evoking a target audience’s emotion compared to a text medium, which requires a higher level of attention and focus to deliver a marketer’s message.
Video marketing and GoPro
To cite an example, action-video camera company GoPro has effectively shown how video marketing can help a company’s bottom line by spreading and solidifying its hold on an enraptured audience.
Exploding into consumers’ consciousness through a series of their seemingly homemade but professional-looking action videos, GoPro uploaded and shared first-person shot videos in YouTube using their carrier product and topped viral charts.
Starting with their 2013 “Fireman Saves Kitten” video search spike, GoPro followed it with more first-person videos, from an athlete back flipping a 72-foot-high canyon to an expert wrestling with lions and hyenas in the African wild, to parents taking videos of their children’s first experiences.
The rest, as they say, is history.
Their effective appeal to human emotions through their use of psychological cues relating to the early joys of parenthood, love for animals, adventure, danger, social contribution, and action have enabled GoPro to develop a strong grip on their targeted audience, thus building a strong brand for their company.
In the words of an Investopedia report documenting how GoPro has continued to surpass Wall Street’s earnings expectations:
“GoPro has built a remarkably strong brand and dominates its action-camera niche, while working to expand its addressable market.”
As it stands today, their brand appeal is so solid that not even a cheaper-by-a-huge-margin Xiaomi competitor could diffuse.
Videos and more videos
To wrap up our talk of viral videos, we can’t move on without addressing Volkswagen’s 2011 The Force video, which garnered a total of 61 million views, or Dove’s 2013 Real Beauty video which garnered up to 30 million views with just a single upload.
With almost 1 billion YouTube users, the abundance of audiences to gain is ripe for the picking.
And with a minute of video being worth 1.8 million words, you see how a video can be a powerful marketing tool.
If you’re still not convinced, feel free to peruse all the data we have gathered for you in this handy infographic confirming what we all know now to be true: video is indeed the new marketing medium king – that is, if you know how to wield it well.
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