Is Video Content Marketing Reinventing The Wheel?

Video content marketing statistics

So let’s start by googling video content marketing, we get 302 000 000 answers, and multiple pages like video content marketing pros and cons, 10 best video content marketing practices, video content marketing is your success solution, video content marketing statistics etc. Now let’s get a closer look on some statistics, this should be interesting.

We get multiple data such as: CTR is increased by 96% when video is included, people who watch product videos are 85 % more likely to buy, videos are most preferred content 85% people choose them first, social video generates 1200% more shares than text and still images combined, companies using video generate 41% more web traffic from search, businesses using video grow 42% faster, facebook video posts have 10x higher reach, I think I could easily write 10 pages of statistics like this, and still it would not be 1% of them all.

The truth is those are facts, but no one asks, or maybe tries to answer why Is it so. Those statistics are the final argument for most of us. One of them I like the most is: 62% of consumers are more likely to have a negative perception of brand that published poor quality video, this one touches the topic from the other side, it tells us that video content could have negative implications, and therefore reveals the tip of what we are really dealing with. Besides mass emergence of various “proof of concept” or maybe “proof of content”, statistics, that focus on distribution part of the phenomena counting shares, likes, conversions etc. Marketing and advertising community seems to forget the power of video persuasion itself, and the psychology which lays beneath it.

Why video is the most persuasive form of content marketing?

Persuasion is what advertising is all about, it is just about how to make some group of people do something we want them to, for example buy a product. Video happens to be most persuasive form of content available right now. Two most important factors in persuasion are emotion and attention. Study shows, that today humans have average attention span of only 8 seconds (coincidence with Vine?), according to Microsoft research. And if you want to know this is shorter than a Gold Fish, which is nine seconds.

Furthermore human attention span Is shortening, and this is effect of digitalized lifestyle of our brains. Our average attention span dropped from 12 seconds in year 2000 to just eight right now, but meanwhile our ability to multitask has risen with the advent of mobile age, so maybe we are not doomed after all. But there is a solution to attention span deficit problem, and this is storytelling, great headlines, outlandish promises etc. Everything we already know from Mad Men century, nothing new. But still why video delivers the best attention? It’s simple, when you read, you do work, you are active, after each sentence your brain decides whether to read next one. Work is friction, and in marketing friction is your biggest enemy. Remember when you stopped reading past way through? Why did you did so?

Video solves this problem in brilliant way, because it provides information passively, you just sit and watch. 80% of people would watch a video, over a book with the same story (yeah I love those statistics!). So video content marketing is brilliant from psychology point of view, because viewer needs to perform action to actually stop it. And that’s why distribution models in which you can easily scroll down video like Facebook and Instagram, loose their effectivity, but on the other side they use autoplay function which makes video even more passive, because it doesn’t need action to start, but still at the end you have only first 8 seconds to grab someone’s attention.

Let’s get to second key persuasion factor, the emotions, and I’ll try not to tell you any bag of blamey about how emotions are important in video content marketing, and advertising, because you can find plenty of it over internet if you want. Straight to the point if you think of video, like of a medium for transferring emotions it is the one that can do it I the most of the ways. Just think of how emotions can be expressed in video: music, editing montage, tone of voice, body language, pace, story, facial expression, acting, suspense, framing, sound, special effects, lightning, epic pictures etc. If you think of it, just every aspect of video, and I mean EVERY is an emotion carrier. And we know this from over hundred years when guys like Lew Kuleshow, Lumiere brothers, and George Melies where making first steps in to cinema. For example today film editing is obvious, but you probably don’t know that it was invented on experimental basis by Russian filmmakers on the beginning of 20th century.

Understanding these two factors, is everything you need to get the expected result with your videos, or video content marketing.

So are we reinventing the wheel with video content marketing?

Yes, and No.

Yes because all the techniques, and knowledge from film, psychology, advertising and persuasion areas are already here and waiting to be used, and we really do not do anything new when we write ads, and stories, with video content marketing we just adapt new forms that are known in Tv world for years, like for example documentaries, mockumentaries, series and etc.

No because humans are adapting, going multitasking rather than focusing on one thing, and advertising environment is evolving, Internet, and Social media are todays TV. Models of media consumption are changing, but not so drastically, because those changes are being slown down by big media and advertising players, that prefer classic GRP models. Still if you want to be successful with your communication you have to adapt faster than your competition to new, media distribution models, constantly changing trends and human behaviors.

My final worlds? In pursuit of new models, tools, and marketing philosophic stones, don’t forget what advertising is all about.