80% of the Internet Is Video—Are You Using It Effectively?

by Maddie Donnelly

Recently, our team had the privilege of hosting former Facebook, Google, and SpaceX executive Dex Torricke-Barton for a talk at our office. He left our team with a lot to think about, including these two statistics:

 “More than 80% of traffic online is video traffic, as the content people want has changed from text to images to videos and now livestreams.”

“More than 3 billion people are online today compared to 1 billion in 2005.”

Another statistic that came to our minds was how 80 percent of viewers remember what they watch, with half of them taking action afterward. Together, these points highlight the unique role videos are playing within advertising, which is why using videos effectively is essential to connect with your audience and inspire them to act.

 

Tips for Effective Video Advertising

As Torricke-Barton noted during his visit, today is the age of video. Viewers want content that’s immersive on a visual level and tells a compelling story — not a sales pitch. So how can you make your video advertising efforts effective? Try out these time-tested tips:

  • Teach your audience — Sales pitches are a knee-jerk reaction, as in just 10 seconds you can lose at least 20 percent of your viewers. Diverting from sales pitches changes the tune of audiences. When you take a more educational approach, like explaining the features of your products, people dig it. So much so that they’re 85 percent more likely to buy your item after watching an educational or “explainer” video about it.
  • Engage your viewers — Effective video advertising rests on engagement. If audiences don’t like what they see, they’ll click elsewhere. Keep people interested in your promotional videos — which are up by 73 percent in views — by engaging them. Move away from talking heads and take a creative approach that fuses humor and makes audiences feel like they’re not even being persuaded to make a purchase.
  • Tell a story — Entertainment is king, as demonstrated by the cinematic turn of advertisements. Long-form video advertising, or storytelling, has become a very popular video style— already it’s increased by 43 percent in views. For companies, that’s a benefit of online video advertising. Several factors, from purchase intent and message association to brand awareness and brand favorability, all skyrocket when your ads are longer.
  • Focus on a single message —  Audiences want to be entertained, not overwhelmed. Whether you’re making a 15-second ad or one that’s 30 seconds or more, stick to one or two messages. If you want to cover multiple points, create mini-installments that share a related storyline. That way, you’ll drive audience interest to watch the next video while also interlinking your marketing messages.

Maximize the Benefits of Online Video

Are you giving your audience what they want? Our team can show you how to heighten your online presence by incorporating video into your budget. Ride this technological wave and the benefits of online video advertising and matching your consumer needs with compelling graphics and videos. 

For more information on LAI Video and how we can help you expand your brand digitally, contact us!   

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