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MARKETING: Why Video Marketing is so Powerful
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Why Video Marketing is so Powerful
By John Feng

BT 201906 MARKETING 01为什么视频行业如此强劲?

当我们阅读或了解视频营销时,我们可能会考虑电视广告或那些巨大的在时代广场展示的视频,但事实上视频无处不在。人们甚至一天最少要观看一个视频,这是为什么呢?是因为图像胜过千言万语吗?还是人们越来越懒,不想读书?还是我们的大脑被媒体“浸泡”太多信息?原因是什么?

有些事实你必须要知道:

1.人们听到的东西3天后只记得的10%,但视频他们会记得65%。
2.今年预计互联网流量消费的80%都是视频。
3.社交媒体中视频占比比文字和图像组合信息多1200%。
4.实验显示当电子邮件主题包含“视频”一词时,点击率增加13%。
5.视频可以使目标网页转化率提高80%以上。
6.愿意观看产品视频的人数是希望阅读产品文字说明的四倍。

如果您仍然有疑问,请继续阅读。

举例说明
零售葡萄酒商Gary Vaynerchuck使用视频对他的产品进行推广。他将对葡萄酒产品品尝,评论及相关会议,演讲或课程都记录下来放到社交媒体上,非常受欢迎。很多企业都开始做相似都事情,观众也非常喜欢看。这促进来受众与品牌都互动。

搜索引擎优化
所以毫无疑问,视频在搜索引擎优化中起着重要作用。如果您希望您的公司或品牌具有相关性,则必须制作视频。通过视频,在最后阶段将为您的网站带来更多流量。

视频直播
我相信,在你生命中最少看过一次视频直播,比如你最喜欢的乐队,足球比赛或者颁奖典礼等,无论是什么,观看直播而不是录播现在更加流行,年轻的一代处在极速发展的时代,想要快速获取一切。

虚拟现实
开始被应用于日常消费。在一个有趣的实验中,家居装修零售商Lowe’s开始提供虚拟现实DIY课程,结果令人难以置信的成功。

总之
视频正在适应人类行为,它是互联网可以提供的最接近于人类互动的形式。视频已经成为你生活的一部分,而且未来还可能更重要。

BT 201906 MARKETING 02When we read or hear about video marketing, we might think about TV ads or those huge Times Square displays, but the truth is that video is EVERYWHERE. For many people around the world, it is not possible to let a day go by without watching a single video and you might start to wonder why is that.
 

Is it just because images are worth a thousand words? Is it because people are getting lazier and don’t want to read? Or is it because our brains “soak” more information with this kind of media? Well, let’s find out now!

BT 201906 MARKETING 03Hard-Facts

What’s better to corroborate, any theory or facts? Maybe nothing, and that is why I would like to put together some of the most explanative facts about video:
 

1. After 3 days, people will only remember about 10% of something they heard; if it is a video, they will retain about 65% of that information.

2. This year, it is expected that 80% of all consumer internet traffic is video.

3. Social media video generates 1200% more shares than text and image combined.

4. On an experiment, when an email subject contained the word “video”, the click-through rate increased by 13%.

5. Videos can increase a landing page conversion by 80% or more.

6. For each person that would prefer to read a product description, there are four that would prefer to watch a product video.

If you still think these are not enough reasons for video success, please continue reading.
 

Storytelling

If you have ever been in touch with Gary Vaynerchuck’s content, you might already have an idea of how powerful video is. He started documenting wine tastings and wine reviews for his retail wine business and, since then, his popularity sky-rocketed. Now, every business-related conversation, meeting, speak or class is recorded and put out on social media. Alongside with him, many entrepreneurs have started doing the same and their audience just loves it. All that success is based on authenticity; as human beings prefer being told stories, rather than pure advertising. Moreover, it is now a “normal” procedure that advertising has a moral story behind it, something that all the spectators can relate to, hence boosting their engagement with the brand.

BT 201906 MARKETING 04SEO

Do you know who loves video? Google! And do you know who owns YouTube? Yep, Google! So it is no wonder that video plays a major role in Search Engine Optimization. If you want your company or brand to be relevant, you have to do video. With videos, not only you will build backlinks more efficiently, but also you will be having more likes and shares on social media, which in the final stage will all drive much more traffic to your website.

BT 201906 MARKETING 05Live Video

I am sure that, at least once in your life, you wanted to watch some event, but it had to be live. Either the concert of your favourite band, a football match or the Oscar’s Ceremony - whatever it was, had a special taste being watched live, rather than a recording some days later. The behaviour in social media platforms adapted to this human behaviour and now live streams are a huge part of the internet. It seems that younger generations are becoming more impatient and want everything now!

BT 201906 MARKETING 06Virtual Reality

This is the most “futuristic” reason, even if for some it is already being consumed on a daily basis. In an interesting experiment, Lowe’s, the home-improvement retailer, started giving virtual reality DIY lessons on how to perform many tasks, such as painting or tiling. The results were incredible, with a reported skill recall of 36% more than people who watched the tutorial online.

BT 201906 MARKETING 07Wrapping Up

Many might argue that video is why the internet was made for, the data is just staggering and all the reasons connect to each other. Video is adapting to human behaviour and it is the closest form of personal interaction that the internet can give.
 

Whether you are a marketer or just a regular web surfer, video is already part of your life and most likely you will just be having more of it in the future.

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