Looking to connect with your customers over Instagram? Heed the expert advice and say sayonara to the casual Snapchat: quick-thinking videos are the marketing tool of the future.
Videos are absorbed by the brain 60,000 faster than static images, which leads to an increase in email clicks by sometimes as much as 300%. The data from Hubspot, which breaks down the video marketing statistics into five categories, uncovered the following facts: Video on a landing page can increase conversion rates by 80%, and after watching a compelling video, 64% of users are more likely to purchase an item online.
No longer is print media the preferred advertising choice. Brands are increasingly looking to digital media platforms that tailor views to users that are more likely to interact. Instagram recently changed their algorithm, throwing users up in arms, but it turns out it’s been a boon for brands. While no one’s entirely sure how it works, the algorithm appears to help marketers by focusing on engagement and relevancy, among five other key factors.
This means that if you’re a graphic designer, your video may be shown to users that follow other graphic designers and interact with those accounts. In short, your ad gets shown to very specific, very targeted audiences. The endgame? Deeper relationships with your intended viewers.
All you have to do is scroll through your Instagram feed to see this evidence in action: brands have realised that static images are no longer catching the attention of users and also are aware that enjoyment of an ad increases purchase intent by 97% and brand association by 139%.
As a result, even the smallest companies are jumping on the bandwagon. You don’t have to be a big business to take a quick video of the latest product in action. Researchers suggest that to create a compelling video, brands have to be able to film, edit, and release within a few days. This doesn’t mean skimp on production, but it does mean you need to be working with a dedicated team.
Videos that take a long time to produce are more expensive, and in that time other brands are releasing two or three Snapchat, Facebook, or Instagram video advertisements. Brands need to focus on releasing well-produced videos in a fraction of the time they used to take. It’s not enough anymore to release one major “Super Bowl” advertisement; every ad needs to be as funny, as witty, or as emotional.
Another factor to consider is that if Facebook, Instagram, or Snapchat are the intended platform, your videos need to capture audience’s attention within the first few seconds. While 75% of online video viewers have interacted with a video, you only have seconds to snag them. 5% will stop watching after a minute and 60% will stop watching after two minutes.
What does this mean for you, a small business? You have the power to up your engagement tenfold, and you’re not alone: 87% of online marketers use video content, 86% of colleges and universities also utilise video, and 22% of small businesses will be posting a video within the next year. Lights, camera, action!