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In the digital age, it is anything but natural to attract attention. A plethora of publishers, gadgets, and apps compete to share ideas, and data overload leads audiences to block distractions and instead focus on what's urgent.
Five years ago, a Microsoft study found that people now have a shorter attention span than a goldfish, which lasts around eight seconds – just two decades ago we were at 12 seconds. This is proof of why content needs to be compelling, really entertaining, and / or informative. Otherwise it's just a senseless sound.
In online marketing, it also helps to have the right format. Entrepreneurs, startups and small to medium-sized businesses can use video to engage audiences with engaging multimedia content. Here are the four main benefits.
Related: Overcome Short Attention Spans With & # 39; Micro-Content & # 39;
1. Multimedia works well with device screens
Eye-catching content often requires the use of multimedia formats such as videos and pictures. Remember how memes and Instagram grew in popularity over the past decade as mobile usage increased significantly.
Multimedia works well on small electronic screens, where users often screw up their eyes and scroll impatiently until something convincing catches their attention. In contrast, it is harder for the eyes to process written text, especially when an author is using complex, polysyllabic words.
"Video publishers are successful when they show the audience relevant and engaging content," said Eyal Betzalel, co-founder and CEO of the video discovery platform Primis, in a recent interview with Entrepreneur. "With the overwhelming amount of video content available on the Internet, it should increasingly be based on individual preferences and viewing patterns for a competitive viewing advantage. With video, you can serve viewers well by displaying relevant, timely, and great content You will most likely interact with them. "
2. Video makes learning convenient
When a picture is worth a thousand words, there are two options for footage and clips.
As mentioned earlier, text has a hard time competing with multimedia when digital screens are used. According to research firm Nielsen Norman, website visitors read only 20 percent of the text on a page, averaging 593 words. Why advertise a personal brand, product, or service in a format that doesn't generate enough high-quality click-throughs?
The digital audience prefers to consume videos. A big reason for doing this is that it's easy, convenient, and painless. According to the marketing agency 99Firms, users consume 500 million hours of video on YouTube and 100 million hours of video on Facebook every day.
It's no surprise that Hollywood filmmakers and TV managers continue to adapt popular books. Films and shows communicate information more efficiently through easy-to-process demonstrations or visual aids. Try reading about baking a cake – it's painful compared to streaming a chef live teaching you how to do it.
A 2018 study by the secret service Sandvine found that videos accounted for 60 percent of all internet traffic, with Netflix leading the way at 12 percent. According to a 2019 Pew poll, 27 percent of adults in the US haven't read a book in the past year. Like it or not, viewers find it more convenient to learn about history (and even classical literature) on television and in cinemas than to have to bother reading about it.
3. Video familiarizes the audience with your personality
It is difficult for the audience to become familiar with an author if they have not read a lot of their articles or books. However, video allows viewers to learn about your unique personality. Hence, it quickly increases familiarity and credibility. And if you have an outstanding personality or an impressive voice, this charm will linger in your memory and invite you to buy, subscribe, repeat clicks and social shares.
This is shown by a 2018 study by the creative company Animoto, which found that the vast majority of digital consumers prefer to consume video content on social media. The same study found that 88 percent of marketers are happy with the ROI of their video marketing efforts on social media as well.
4. Clips and footage increase conversion rates
An observer is more likely to cry while watching an audiovisual narration than reading it. Visual and audio stimuli even affect the taste buds when you are watching a cooking show. Videos leave a lasting impression because they stimulate the human senses.
On the other hand, writers remain largely invisible or anonymous, since what is written on paper is always silent. When using a smartphone or computer, silent content remains in the background as soon as audio or video messages are inevitably interrupted.
It's harder to get text click-through rates when most people are skimming it. Placing a video on a landing page increases conversions by 80 percent, according to HubSpot. In addition, data from the Precision Marketing Group shows that just placing a video in an email increases click-through rates by 200 to 300 percent.
Related: The 8 Most Popular and Effective Uses of Video Marketing
Entrepreneurs, startups, and small to medium-sized businesses should take advantage of the power of video and audiovisual presentations. Put simply, they've proven to be more effective than a plain text marketing strategy.