If a picture is worth 1,000 words, a minute of video is worth 1.8 million, according to Forrester Research’s Dr. James McQuivey.
Video is the future of online marketing, the key to grabbing people’s attention. As Chris Timble writes in The Guardian: “Video is naturally engaging and, in an age of information overload, it’s vital for small businesses to offer content that is easy to digest; if not, consumers will simply move on.”
If you want to keep consumers from moving on, be sure to KISS — keep it simple, stupid! Don’t complicate or explain your message to death. The cardinal sin of storytelling is to tell rather than show. In video, trust your dynamic images to tell the story rather than “talking heads.”
Here’s an example of a video that starts with a talking head testimonial but then comes to life with action shots. Here, Stu Kaplan talks about going to Columbus Regional Health for knee replacement surgery.
Kaplan’s story of recovery is all the more powerful when you see him walking through a long nature trail, pumping his knees up on an elliptical, and darting down the lane of a lap pool. Those images tell the story of his post-knee replacement experience even more effectively than his voiceover. In fact, those lively images are probably what keep viewers watching and tuning in for more.
By 2017, video will account for 69 percent of all consumer internet traffic, according to Cisco. In this age of instant gratification and short attention spans, video is one of the main tools for piquing people’s interest and getting your point across. In other words, video is the spoonful of sugar that helps the medicine go down. It’s not just eye candy — it’s the modern method of delivering information.Edit this post
Globally, consumer Internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. The sum of all forms of video will be in the range of 80 to 90 percent of global consumer traffic by 2019, according to the Cisco Visual Networking Index.
Think about that. Video will be 80 to 90 percent of global consumer Internet traffic in just a few years. Why is video paramount to our online presence?
Coles Marketing Videographer Shawn Sorrells said video is so popular across Internet traffic on a global level because while “content is king,” video is the king of content.
“Video can tell a story and capture with it emotion and sincerity,” he said. “And it also gives brands the chance to feature testimonials from a consumer’s viewpoint. Being able to see and hear that personal voice of the consumer is much more believable.”
Easier to create, faster to deliver
Aligned with the influence video has is the ease with which you can now create your own video, post it online and share with the masses.
“Even five years ago, smartphones and other mobile devices weren’t as proficient with handling video as they are today,” Sorrells said. “That’s also true of the speed of your mobile device and of the cellular network you’re using — both are delivering data more quickly and efficiently than ever before.”
As noted by the Cisco Visual Networking Index, broadband speeds will double by 2019 — reaching 43 Mbps, up from 20 Mbps in 2014.
With faster speeds and user-friendly video apps for basic effects, consumers can become their own multimedia videographer and editor. But anyone loading video to the Internet still needs to make sure it’s a video worth sharing.
Produce a share-worthy video
“The video needs to be visually captivating beyond what you see on a day-to-day basis,” Sorrells said. He offered these video production tips:
- Tell the story: As with any story, there should be a beginning, middle and end.
- Use proper lighting: Make sure the light is bright enough but the shot isn’t backlit too much. The environment needs to be free of distractions and shadows, and keep people away from walls and windows. It’s better not to use the flash — good natural lighting is best.
- Make the background interesting: Have a splash of color from a plant, wall painting, etc., to give a little pop without it being the focus.
- Make the audio a priority: Use a microphone whenever possible, whether it’s a boom, stick, lavalier or handheld mic. And if you only have the onboard mic from your camera or mobile device, get as close as possible to the subject who is speaking.
- Shoot more video than you need: Having more video will give you more options when editing and more ways to tell your story that you may not discover until after the shooting process.
It’s all about telling the story
What about once the video is shot? Depending on your operating system, Sorrells suggested iMovie and Windows Movie Maker as some of the best free video editing software applications available.
“Use a variety of different shots in your video and be precise,” he said. “Every shot has a purpose to help you tell the story and get the message across. And when you’re done, watch it — and have others watch it — before you go live. Because once it’s out there, it’s out there.”
Coles Marketing’s in-house creative team has the tools and talent for all your photography and video production needs. Learn more!Edit this post
Are you looking for the keys to kick-starting your business or organization growth this year? The Coles team is made up of communications experts with backgrounds in everything from digital marketing and media relations to Web design and videography.
We want you and your business to have a successful year! Let us help you get started with a marketing tip from each team member.
Barbara Coles, President – Website Lifespan
A website’s lifespan is typically three to four years. If your website exceeds that time without a major update or redesign, technology is likely to have passed you by, and you risk losing valuable consumers. At Coles Marketing, we use the latest technology and expert design to create websites that generate clicks, calls and leads.
Brian Coles, VP Marketing – Integrated Messaging
The rule of three is now the rule of nine. During our waking hours, we are saturated with marketing messages. Use integrated marketing with consistent messages to reach your audience as many times as possible, where they congregate, to make your brand stand out.
Chris Mercier, VP Public Relations – Company Reflection and Goals
Reflect with your team on the year’s communication efforts — what worked and what didn’t. Then talk about company goals you want to accomplish in the New Year with a wish list of how to accomplish each top goal. Don’t be afraid to plan an event to generate some good buzz. And don’t forget internal public relations. Often the enthusiasm of your staff can be the difference between a good year and a great year!
Tim Coulon, VP Creative – Images and Copyright Infringement
Don’t assume you can copy images and graphics straight from the Web for articles or graphic projects. Just because an image is on the Internet doesn’t mean it’s free to use. Make sure you own the copyright for images before they are used for personal or commercial use. Copyright infringement is illegal and carries with it possible significant consequences.
Kevin Moore, Multimedia Designer – Responsive Email Campaigns
With the usage and popularity of mobile devices continuing to increase, businesses should make sure to offer responsive email campaigns. Responsive campaigns provide the optimal viewing experience across various platforms, whether a desktop or a variety of mobile devices. Here are a few selections to explore:
Tiffany Whisner, Account Manager/Social Media Strategist – Social Media Education
Focus on expanding your social media education, and continue to learn more each day. Just as the social media world is always evolving — companies need to evolve their social media strategies and tactics. Stay consistent with posting to your social media platforms, and make sure to add videos and images to your posts. Be open-minded, and pay attention to new social media tips and tricks.
Shawn Sorrells, Videographer/Account Manager – 4K Resolution of Video
Marketers and consumers need to understand what 4K resolution is — because the transition from HD to 4K is starting to happen in the video industry. Just like the switch from standard to HD, 4K is the next level of digital television and video. With four times the number of pixels, 4K video has better colors, better contrast and a sharper resolution. Check out this chart for a great visual: http://en.wikipedia.org/wiki/4K_resolution.
Teresa Tanner, Financial Manager/Event Planner – Plan Events Now
Schedule your company and client events now. You don’t want to wait until the last minute to book a location or venue for a certain date or time. It’s best to start planning as soon as you can! Do you need to reserve a rental or book some live entertainment? Many special events involve complex logistics, and early planning can lessen your stress.
Christopher Lloyd, Senior Copywriter/Editor – Importance of Micro Content
Don’t ignore the importance of “micro content.” That’s the online display copy that shows up next to the teaser of an online article. Research shows Web users spend less than 10 seconds deciding whether or not to click on a link. That means people aren’t going to read your content if the teaser isn’t enough of a tease! Make sure your micro content is on-target, snappy and gives an accurate gist of what you’re writing about.
Lisa Deremiah, Business Development – Market Your Business
Make sure your business stays current in marketing itself. If your website is old, let’s get it up to date. It needs to be responsive on all viewing platforms — the pinching and pulling of text on your mobile device when viewing a site designed for your desktop is out of style. Keep your company information easy to access, and your customers will be appreciative. Coles Marketing is here to help with this and any other marketing needs!Edit this post
Categories: 2015 January Newsletter, Newsletters | Tags: Tags: agency, Coles, Coles Marketing, Coles Marketing Communications, communications, communications Indianapolis, content creation, Indiana, Indiana public relations agency, Indianapolis, Indianapolis public relations, integrated marketing, marketing, Public Relations, Public Relations Indianapolis, social media, Video, web, Web Design, website