An average goldfish has an attention span of 9 seconds, one second more than an average human’s! Before convincing your customers with your brand, it is prima facie important that you captivate them in these magical 8 seconds.
When the brain reads a text message, it primarily converts the words into sentences and then tries to crack the idea behind the message. But when it comes to visual information, the human brain has this inherent capacity of processing it 60,000 times faster than the text message!
Smart marketers understand this power of visual content, especially videos, which can do this magic of not only holding customer attention but also retaining it to a greater extent.
What do videos bring to the table as part of marketing solutions? -
- Video is the only all-embracing medium
- Convey messages faster and effortlessly
- Visually engages the audience
- Stays in the memory for long
- Facilitates the decision-making process
An interactive 360-degree video, for example, can include, text, music, images, links etc. It is the single format which integrates all other forms of communicative formats and conveys the brand stories most convincingly. The content strategy for online marketing without videos in today’s world is almost a hypothetical scenario. Forbes says, 58% of top-performing companies have adopted marketing automation, integrating smarter video formats.
According to the Visual Teaching Alliance, the mind can get the sense of a visual scene in less than 1/10th of a second. Videos help us combat information overload and help us comprehend the messages better.
A sequence of continuous action lets us interpret information with clarity. The human mind is wired to avoid the cognitive strain, and it is seen that a 1-minute video is equivalent of 1.8 million words, which makes videos the preferred choice for our brains.
Videos are promising storytellers. Videos on a landing page are proven to increase the business conversion rate by 86%. For example, 360-degree videos are a great way to engage the viewers with your brand. The viewer becomes the narrator, who linearly drives the footage. The first-person Point of View (POV) facilitates the viewer as a character in the narrative which promotes the illusion of actually being a part of the brand facility.
Forbes indicates that due to the visual nature, 80% of the users recall a video advertisement that they have seen in the past 30 days. Western Ontario University conducted a small survey with three groups of test subjects. Every group was assigned with something to read, hear or watch. By the end of 3 days, it was seen that participants remembered only 10% of what they read, 20% of what they heard and 68% of what they watched in the form of video.
Researchers at State Michigan University report that the part of the brain responsible for seeing is more potent than the part which previously believed in something. And due to this, 97% of customers indicate that positive experience with brand videos directly translate to their purchase probabilities.
Videos are the future of content marketing. It isa cardinal component of digital media which is most versatile and diverse and acts as an ideal concoction to boost your conversions. Videos are majorly consumed on smartphones in the present age. India alone has more than 220 million smartphone users which should make it a no-brainer for marketers to integrate videos into their marketing kit!