Most consumers today determine whether or not to form a relationship with a business based on what they learn about this business through an online search. This means that if they are looking for specific answers or solutions, they are most likely to run an online search to determine what products or services–provided by which businesses–are most likely to fill their needs. With endless information to sift through, consumers will be most attracted to the business that has the most appealing content. This is where video content comes in.
The Power of Video Content
Research has indicated that video content is consistently more attractive, more easy to understand and more effective than written content alone. In fact, according to HubSpot, videos are expected to claim roughly eighty percent of all web traffic by the year 2019, boost click-through rates by anywhere from two hundred to three hundred percent when added to marketing emails, increase conversion rates by about eighty percent when added to landing pages, are relied upon by roughly ninety percent of consumers for purchasing decisions, and are responsible for about one-third of the total time consumers currently spend online. Additionally, digital marketing expert James McQuivey believes that one single minute of video content has the same impact as 1.8 million words of written content.
Videos may be more memorable and easier to recall because they are visual and auditory whereas written content is not. Furthermore, videos are highly appropriate for the shifting trend toward the use of personal electronic devices, while at the same time remaining user-friendly on all other larger devices. There is also the fact that video content is far more readily shared than written content, which can dramatically increase a business’ reach and impact.
Creating the Right Video Content for You
At Web Content Development we can create several different kinds of video content, each designed to serve a different purpose. Following are the main types of video content we produce for our clients:
Whiteboard Animation Videos
Whiteboard animation videos have become an extremely popular way to present even the most complex ideas in the most interesting and entertaining way. With whiteboard animation, an artist is recorded while drawing out a story on a whiteboard. The recording is usually sped up and a voiceover artist tells the story. The viewer is naturally drawn to the story as it quite literally unfolds before them, and can often remember even the most complex ideas that are presented as they are presented in visually interesting and intriguing ways.
Stats, information, instructions or a story can be an important part of a business’ communication to consumers, but when presented in static form these things can be boring and dry. Animated infographics, however, can engage consumers in the basic story and make stats, information, and instructions easier to understand and assimilate.
Consumers are incredibly wary of businesses, products or services that are promoted as “the best”–what they really want is proof that products or services work the way they are needed or wanted to work. Case studies that are shared in video format can be all the more interesting than written evaluations, and can, therefore, be more engaging and exciting.
Video interviews are a perfect opportunity to share valuable information about products or services in a way that is more personable and relatable than written content, especially if the individual being interviewed is a member of the target audience or is someone who is clearly an authority on the subject.
Customer and client testimonials can be a powerful way to build consumer trust in your business, and video testimonials are a great option. This does not mean you will need to video your customers or clients, but rather you can create an animated testimonial video to have the same (or even better) impact.
Consumers are used to being pitched new products or services just about everywhere they go and everywhere they turn. However, product presentations that are in a unique and professional video format can be highly attractive and engaging, especially if they are animated.
Contact Web Content Development today to find out how professional video content can boost your website’s SEO and conversion rate.