Video Content: A Crucial Enhancement for Your Future Marketing Success
By Michael Coughlin Managing Director, Digital Blue Creative | June 12, 2016
With rapid advancements in technology, video content is taking over the internet. Whether it's through social media platforms, apps, or news publications, companies can miss out on valuable branding opportunities without a high quality video narrative to leverage on these networks.
In an industry where building human relationships is of utmost importance, hotels must adapt to this growing medium. Well-produced videos help brands connect with consumers emotionally thus creating genuine brand loyalty.
Here's a look at the growth of video marketing and several reasons why it is a must-have component of your online marketing efforts.
The Web's Transition From Text-Driven Content to Audio/Visual-Driven Content
In the offline history of advertising, we've seen media consumers migrate in large droves from reading newspapers in dull black and white text, to reading magazines and newspapers in full and vibrant color, to consuming radio and TV advertising that bring brands to life. In a similar way, the internet audience is changing its behavior as technology makes it easier and more engaging to consume content. Reading takes time and commitment, while video is easily and passively consumed. Psychology Today reveals:
- Consumers are 39 percent more likely to share content if it's delivered via
- They are 36 percent more likely to comment and 56 percent more likely to
give that video a coveted "like."
- The average consumer with an Internet connection watches roughly 206 videos
- Videos are processed by the brain 60,000 times faster than text.
Consumers tend to consider video more engaging because it requires less cognitive strain and humans are hard-wired to avoid heavy work and favor cognitive ease. According to Inc., 81 percent of people only skim the content they read online. Therefore, video content is a more popular method for delivering information.