Video Becomes Essential
According to a recent Forbes study, video is becoming a critical source of information for executives:
• More than 80% said they are watching more online video today than they were a year ago.
• Three-quarters (75%) of executives surveyed said they watch work-related videos on business-related websites at least weekly; more than half (52%) watch work-related videos on YouTube at least weekly.
• Overall, 65% have visited a vendor’s website after watching a video.
Hubspot’s Consumer Behavior Survey confirms this trend. Over half (55%) of users say they consume an entire video, compared to 29% for blogs and 33% for interactive articles. If you want your entire message to be consumed, video tends to be the preferred medium.
Early in the days of television, advertisements were highly effective because the platform was relatively new. Using video to run ads today is a waste of effort. However, providing video as a source of valuable content to address issues or answer questions helps the consumer to feel like they know you better than if they had just read an article.
When you combine deliberate production with technology, video can provide great flexibility. Based on the user’s interests and other details you know about them, you could assemble a video on the fly addressing the user’s specific questions by pulling various snippets of video content. The video snippets are then assembled into one seamless video message.