Video is the Medium of Our Time: 7 Vital Stats

29th July 2019

written by George Hughes

7 Vital Stats That Show Why Video is the Medium of Our Time:

 

Video killed the radio star, and then obliterated everything else in its path to become the de facto method of engagement for consumers, businesses and marketing outreach. 

The evolution of video has seen it become a prominent player in every industry, from the entertainment business to pharmaceutical companies and everything in between. It’s now the most effective way for businesses to share content. 

81% of brands now use video as a marketing tool, which is up from 63% from previous years. The digitisation of, well, pretty much everything, has only increased video’s influence. Simply using the word “video” in an email subject lines boosts open rates by 19%, while 83% of businesses say it brings them a high return on investment (ROI).

But just in case you’re not sold yet, here are seven more vital stats that show why video is the medium of our time. 

1) 10x the engagement levels

Video is essentially immersive marketing, as it has the power to increase engagement levels beyond other methods. Audiences are 10 times more likely to engage with video content than they are any other medium. Whether you’re turning video into snippets for social media or filming customer testimonials, it offers an array of methods for telling stories. It’s a versatile tool that captures a range of imaginations, which helps to increase engagement levels.  

2) 92% believe sharing is caring

A whopping 92% of people share a video after watching it. Going viral is all the rage, but getting people to share content is one of the hardest things to do online. Fortunately, video increases your chances of creating popular content that gets routinely shared online and off. 

3) 65% watch video on your website

The power of words have their place in the realm of content, but when it comes to keeping people engaged with your website, video is the primary driver. 65% of web users watch more than half of a video on a website. If you’ve got a story to tell, you’re better off doing it with moving image. 

4) 49% of business grow faster with video

Brands that use video are growing faster than those that aren’t, with 49% of businesses seeing an uptick in fortunes when they implement video marketing into their strategies. Deciding against using video marketing can be a costly error, leaving brands to play catch up in a [digital] world where everyone is already competing to put their brands in the spotlight. 

5) More than 50% of consumers want to see branded video content

The age-old saying “the customer is always right” will always ring true, and video allows you to give the people what they want. More than half of all customers wish to see branded video content, which they demand more than any other content type.

6) Conversions increase by 71%

Put simply: video is easier to monetise. Conveying your message through video converts more customers, with conversions increasing by an impressive 71%. People like to see things in action, whether you’re showcasing an event demo, providing educational “how-to” guides, or creating personalised messages. The easily digestible nature of video makes storing information that much easier.

7) 95% information retention rate

Getting your message across is one thing, but convincing people to store that information is another. We retain around 10% of all text (unless you’re reading this post, of course), but remembering video information increases to a staggering 95% retention rate. With such staggering numbers, it doesn’t come as a surprise to see brands using it as a primary method for relaying messages. 

Long live video 

Video has become part of the cultural lexicon across so many different platforms. The options to express yourself through video are vast, and brands are embracing it in their marketing strategies. By the end of 2020, 84% of all internet traffic will be video-based. The business of video is booming, and there’s no doubt that it’s the medium of our time. 

Follow us on Linkedin for tips and tricks on creating the best branded video content. Or get in touch at info@smallfilms.com

 

 

 

Summer is a really important time for many FMCG brands – it’s a happy time filled with a lot of fun and excitement, good weather, holidays and late night sunsets, and is therefore a massive selling point for both businesses and consumers. Some brands depend solely on their summer campaigns and will spend the whole year working towards the months of July, August and September, where they release new products, run promotions and do big advertising online and out of home. For food and drink brands especially summer is a massive highlight of the year, it’s when all of the big food shows roll around like Taste and Lunch, and when consumers are more eager to be out and about, which unsurprisingly means they eat on-the-go a lot more. In fact, consumers are prepared to spend more on things like food in the summer because they spend more time outside and last year we saw a 5% rise in consumer spending during the summer holidays (Barclays). Because of that, the months of “summer”  are some of the best times to be making video content and getting your brand as much attention and exposure as you possibly can, so that when your customers are out and about, they will spend their extra cash on your products. 

 

Digital marketing during the summer can be very loud, fun and exciting, and your content can be as colourful and summery as you like. Using a season to help promote your brand is an easy and effective way at engaging customers and reaching new audiences And making video is an even better strategy as it can be cheaper, more versatile and a lot more engaging. Consumers already prefer watching video to static imagery and text and during seasons of fun like the summer holidays they are even more receptive to adverts that reflect the positive and happy vibes they are trying to achieve during the summer months. Here are some examples of videos your food or drink brand can make this summer…

 

Social Media Videos

You can go really basic with Instagram video ads like this one from Costa Coffee – Iced Coffee Range. 

Really simple but yet very engaging; they’ve made the coffee and the foam look like the ocean and placed it in front of a blue “sky” background. It’s eye catching because it looks like the beach and reminds you of summer holidays, vacations and calming times spent looking at blue skies  It instantly gives you a positive feeling.

These Instagram videos from Holland and Barrett work well at promoting products using a happy and summery vibe.

 

Summer Campaign Video

The great thing about a summer campaign is that they can be as extravagant or as simple as you like. They can range from a massive stunt in Waterloo Station, to a pop up shop on Oxford Street, to a simple out of home billboard or online advertisement. Either way if your food or drink brand has anything planned this summer you’d be a fool not to film it. If you’re attending an event then you should film it, if you’re handing out samples then you should film it. Even if you’re going on a work outing to the Zoo, you should film it! We did a summer campaign video last month for UpBeat Drinks for the launch of their new juicy protein water products and to promote their new re-brand. The video was a 22 second social media advert and a 6 second cut down version for YouTube pre-roll as well as a 15 second version for out of home digital display.

 

 

Filming your street sampling is one of the quickest, easiest and most effective ways at getting great customer feedback, market research and providing audiences with a first hand, genuine account of what people think of your product! We created this video for Emily Crisps last year to promote their Whole Foods front window display on Kensington High Street! 

 

 

Promotional videos

Promotional videos are a really effective way at targeting and engaging consumers and work really well across all forms of social media and online advertising. These can be as short as 6 seconds and can advertise your products online to target audiences that you really want to market to. They can be short and snappy and therefore really eye catching, like this promotional advert by McDonalds which is promoting their iced coffee range.

 

 

It’s striking and definitely takes you into a summer hypnotism. Really cheaply, you could film your cold drink bottles close up with water slipping down the side – its eye catching and reminds you of summer – great for an instagram video.

 

Video adverts

So, Boot’s isn’t exactly a food and drink brand but they do stock and promote a lot of food and drink products. This advert they’ve recently released called “Summer” created by marketing agency Ogilvy is a great example of the types of promotional video adverts you could make online. Whilst this had significant budget behind it, you can still take aspects of this video advert and utilise in your own video marketing on a much smaller budget. This is a montage of a child’s summer experience, from the school summer dresses to watering the plants in the garden. A food and drink brand could make short video content for online advertising that shows a child in the garden playing with water and mum calls them in for a snack. Or, people in a park playing frisbee and reaching for your product.

 

 

Event videos

If you are exhibiting at an event this summer then 100% make sure to film it and make sure to create some promotional content around it. Exhibitions are the perfect place to get video content for your social media pages, online advertising and even for your brand film, because you have first hand footage of consumers sampling and trying your products. Event videos make great case studies and customer testimonials. Don’t be afraid to ask the visitors what they think of your product and film their reactions. It’s great to show your audience that you are out there, attending events, making the most of your summer and keeping them in the loop. Event videos work well at developing your brand identity and personality. You can live stream these events, take videos for your instagram and facebook story or you can get a professional to film it and get interviews.

 

Be creative this summer with video and get your brand out there, show off your fun personality and engage with as many audiences and customers as you can. Summer is a huge promotional attraction to any brand, influencer and consumer, so regardless of the budget just make sure you’ve got a lot of summer related posts and videos going up onto socials, through your stories and feeds. This way you can effectively stay at the front of people’s minds and slot into their news feeds with relevant content.