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Video 101 Part 1- Why does it work and do I need it?

In 2021, Zenith reported that the average person spent 100 minutes each day watching online video.

With both animated and live video making up more and more of the World's digital content, it's good to go back and understand some of the basics.



Video is one of the most powerful options in your digital marketing toolbox and offers you the opportunity to provide value to your consumers before you extract value from them.

When asked what content types people wanted to see more of in the future, 53% said video.

What are the reasons for using video?

  • Many people are visual learners and statistics support a significantly higher retention of information learnt through video than written information (up to 95% v 10%). The figures vary depending on the report, but are significant across all reports.

  • It allows for creativity and originality in representing your brand

  • It engages your audience: Hubspot reports that people pay attention to video whereas they skim or multi-task while reading written content and listening to podcasts.

  • Video is an excellent tool for lead generation and brand awareness.

  • With people spending more time working remotely from home, viewing statistics have increased yet further.

  • Video is easy for consumers to share with friends and co-workers, spreading your message and brand even further

  • It is incredibly versatile; the uses of video range from Explainer videos to Social Media posts, Testimonials, Product demos, Vlogs, Onboarding, Customer Services, Thankyou messages, Seasonal Greetings, Q&A videos, Webinars and pure Advertising - there are few scenarios where video can't be applied.

Wyzowl, who have released an annual State of Video Marketing survey annually since 2015, found that:

  • 83% of video marketers say that video helps them with lead generation

  • 87% say video has increased traffic to their website

  • 81% feel that video has a direct, positive impact on sales.

  • 66% of consumers prefer watching a video to reading about a product

Forgetting the stats for a moment; see for yourself how video can make you feel with Google's excellent optimistic and hopeful animation produced during the pandemic;



Do I need it?


Yes, the evidence is irrefutable...

99% of current video marketers in 2021 said they will continue with it. 79% of those not currently using video are planning to start in 2022.

Wyzowl 2022


How much you decide to use video should reflect your target audience. Hubspot discovered that there are generational differences when it comes to content preference; millennial and younger consumers strongly prefer video, whereas Gen X and Boomers prefer email content / news articles and research reports.


Clearly, the ideal is to offer information in a format that is attractive to the full range of your existing and potential audiences.


Is over saturation of video use a risk?

Potentially, although it will inevitably lead to a healthy competition which results in videos that are well planned and executed, with great quality and content. This is what you should be aiming for in any case, so you will inevitably stand out against the competition.


What platform should I use?

The stats vary depending on which review you read, but the usual suspects are: You Tube, Instagram, Facebook, Whats App, LinkedIn, Tiktok & Twitter.

YouTube is the most widely used platform among video marketers (88%) followed by Linked In (advised for B2B in 16:9 format) and Insta (68%) and Facebook (65%). There are pros and cons to the various platforms that are beyond the scope of this article, but include cost, whether you host videos on a channel that attracts followers (and therefore increases the chance of further videos you produce being seen), and whether viewers have the option to engage with your videos by liking and commenting on them. Also worth considering are the options for more sophisticated targeting to your audience.


YouTube themselves report that more than 70% of video consumption is via mobile devices, and Wyzowl agree saying 90% of consumers watch videos on their phones/tablets.

Regardless of which platform you use, don't forget that mobile devices are being used for a high percentage of video consumption so ensure your video content is mobile friendly.

Animation vs Videography (or both)

Both animation and live videography will engage your audience and increase the retention of information you provide.


Perhaps the most significant advantage of animation over videography is its flexibility; it is easier to update, change and edit to control the detail. Animation can be customised without the multitude of logistical challenges that come with creating live video.

It is best used when you are wanting to simplify a message, allowing the use of colours or created characters /mascots that will catch your viewers eye.

Animation is also excellent when you want to sell a concept in a concise way, being an efficient and targeted way of displaying content: what might take 3 minutes of live video can be worked into 1 minute of animation. Cost wise, it is generally cheaper to create than videography, thanks to the prop and actor free production (though this depends on the quality of your live video). It is not, however, an 'easy' option. Quality animation requires a specific skill set and it is time consuming to create; unless you have many hours to assign, you will most likely want to harness the expertise of a creative agency.


Of course, you may wish to combine the advantages of both animation & videography, as demonstrated beautifully by brand giants, Apple.



How do I create a video?

Whether you are making your own, or using a creative agency, watch this space for our next blog with top tips on video creation; including the essential planning stage (story & script), production and editing.


What next?

Act now to ensure you stay competitive and maintain a healthy and engaging digital presence through appropriate use of high quality video.

Check out our follow up blog on How to Create a Video to be proud of...Video 101 Part 2.


Gayle Carpenter, Creative Director Connect

 

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