Let’s face it – your customers don’t really read much anymore, and if they do actually read something, their material of choice isn’t likely to be wordy advertisements and flowery sales pitches.
Instead of reading a book, newspaper or magazine, today’s consumers spend a lot of time online, where they skim, browse and scan, looking to be distracted, entertained and enlightened – and that’s why online video is the future of content marketing.
Content Marketing – Past, Present & Future
Up until now, the bread-and-butter of most digital content marketing strategies has been blog posts, newsletters, e-books and social media updates. The goal of content marketing has been to engage customers and prospects by delivering valuable information that promotes your brand, solidifies your corporate identity and positions your company as a ‘subject matter expert’ (SME).
Although some marketers tout content marketing as a 21st century invention, the fact is that the history of promoting information instead of products goes way, way back. In 1895, The John Deere Company launched own magazine called “The Furrow” – a resource-filled publication targeted directly at farmers that contained articles and tips on all things related to agriculture.
While John Deere certainly didn’t allow other tractor manufacturers to place ads in The Furrow, they also didn’t use the magazine to actively promote their own products – they used it to build their brand, solidifying their position as ‘the’ expert when it comes to agricultural machinery, launching what is widely accepted as the world’s first content marketing campaign.
Since that time, content marketing, and in particular, digital content marketing, has become the darling of the marketing world – over 93% of marketers use online content marketing as an important piece in every brand development strategy.
Even more interesting is the emerging role of web video in marketing – users spend an average of 88% more time on websites that have animation or web videos, and that’s a big deal given that the average web user spends about fifteen seconds on each page they visit.
It’s All About Trust
A recent survey by The McCarthy Group revealed that a whopping 84 percent of Millennials (people born between 1982 & 2002) actually distrust traditional advertising, rather, they’re “much more trusting of information sources that are not actively focused on selling messages.”
And that’s where professionally produced, targeted explainer videos, animation and web videos really shine – they break down the barriers faced by traditional adverts, and build trust amongst your target audience.
It’s simple, really – Australians love their Internet, and they really, really love their Internet-connected mobile devices. According to the latest statistics from the Australian Mobile Phone Lifestyle Index, 89% of respondents own a smartphone and given the choice, 61% would keep their phone and ditch their television. Even more interesting is where Australians are using their mobile Internet devices – 30% claim they always take their phones to bed with them, making smartphones their digital sidekicks.
So, how does smartphone use relate to video content marketing?
Because contrary to the name ‘smartphone’, these mobile devices are most often used to watch web videos, animation and explainer videos (the ‘phone’ part is often a rarely-used feature).
Since smartphones are so widely, and so frequently, used, web videos are in fact an ideal way to reach consumers because consumers find videos utterly irresistible – according to a survey by Syndacast, simply “Using the word “video” in email subject lines boosts open rates by %19, CTR (click-thru) rates by 65%, (and) reduces unsubscribes by 26%”.
Better yet, web videos allow marketers to track views, conversion rates and geographical user data, providing immediate feedback on the effectiveness of an explainer video or animation clip. So whether a user watches a web video on their smartphone at 3 a.m., their tablet during their morning commute or on their Internet-enabled TV, marketers can easily assess the reach of any video campaign, providing real-time feedback to clients.
As attention spans of online users continue to shrink, web videos are posed to become the leading content marketing tool among companies who want to achieve exceptional ROI on their marketing budget.
Looking to boost your business? Want to increase sales and conversions? Contact us to learn more about how a professional explainer video can deliver real results for your enterprise.