What’s your opinion on brand videos? If you’re like 53% of other marketers you’ll be assuming that consumers have no interest in watching company created videos.
But you’d be wrong. Very wrong. In fact…
59% of US adult Internet users say they watch them when they visit a brands website
Start Producing Video Content
Clearly the main directive here is to start including video content on your website if you aren’t doing so already.
Despite marketers’ instincts telling them branded video isn’t a top priority, it’s not difficult to see why demand is on the rise.
More and more consumers are accessing brand websites from mobile devices; such devices lend themselves to consuming content through a visual medium.
It’s not easy to read streams of text on small screens and as many users are ‘dipping in and out’ of the Internet throughout the day it is easier to hold their attention via video.
What to Produce?
The hard part is in working out what type of videos you should be producing.
Results from a June 2014 polling by Levels Beyond might help guide you in the right direction. They identified the following video categories as being the most popular with the polled consumers:
- How-to/Instructional Videos – 67%
- Comedy/Spoof – 42%
- Product/Informational – 34%
- Microdocumentaries – 33%
- Animations/Infographics – 30%
We have clear winner with 67% of responders citing they would watch how-to and instructional videos. Whilst such content might not lend itself to every brand, if at all possible these forms of video should be incorporated into your online marketing strategy.
Not only are they extremely popular with consumers they also act as excellent lead generators. Instructional videos are one of the most searched for forms of video online and a good tutorial can bring a ton of prospects to your website.
If your perceptions of branded video content have changed and you’d like some guidance on how to make the most of this in demand marketing strategy don’t hesitate to get in touch.