by John Eberhard
Since I started doing live action videos (shooting and editing into final form), I’ve been doing research lately on video marketing. Here are some initial results.
A recent study by Doubleclick found that people are 4-7 times more likely to respond to dynamic audio visual content than static content. This fits with my experience over the last few years in managing pay per click advertising, where I have found that we always got higher response when we put audio clips or video on our landing pages.
A Forester study found that email clickthrough rates were 2-3 times higher with video, i.e. when you link in the email to a video.
Marketing Sherpa found that viewers spend 8 times more time on video (1.5 minutes) than on static emails (10 seconds). And I’ll add that we’re talking about a link in the email to a video, as there is no reliable way to have a video actually play in the email itself.
Flimp.com reported that for their email campaigns involving video, the clickthrough rate was 32%.
Videos have 41% higher clickthrough rate than plain text in search results.
So I think we’ve established that adding video to your web site and into your marketing campaigns is a positive thing.
6 Types of Video
This is an excerpt from an article “The 6 ways your company should be using video” by Shana Fulle on Ragan.com.
“FAQ. Creating a frequently asked questions video will allow clients and customers to have easy access to their questions. A great FAQ can be the determining factor whether you are chosen over a competitor.
“Social media. Creating video blogs (vlogs) or including other useful and relevant video to your social media channels will not only enhance your brand image, but will also increase search engine optimization (SEO)—and your chances of being found over a competitor.
”Interviews. Interviewing your C-suite executives (top level execs, CEO, CFO, etc.) on camera is a great way to communicate the company’s message. These videos are also perfect for establishing your brand as a thought leader in the industry.”Video Tour. Online virtual tours have allowed people to see all aspects of an environment without having to be present. In 2010, 108 million Internet users viewed a Web-based tour. Creating a video tour is an inexpensive way to show potentially millions of people what you are offering, like a house or car for example.”Testimonials. Drive your sales by boosting customer confidence with video testimonials. Posting your testimonial videos via multiple platforms will also increase your visibility and likelihood of appearing in search results. If that’s not enough, these videos are also inexpensive and hold a long shelf life.”Promotional. Along the same lines as a testimonial video, a promotional video can be taken even further. Create an animated video for your brand, an infomercial to showcase products, or develop a concept to promote an upcoming event.”Video can be in a couple of different formats, including a very simple Powerpoint style slide show video, with narration and music, photos, but no live action video. The pictures can move or zoom, but there is no actual live video in it. Then there is, of course, the live action video, which can have various degrees of complexity.
Getting Your Video to Show Up in Search
Google and other search engines are now doing what is called “universal search,” which means that they add other types of results to the search results, such as news, videos, images, or local results from Google Maps.
This means that if you have a video that has been uploaded to YouTube or other video sharing sites, that you want it to show up in searches on Google and other search engines related to your topic or business.
AimClear says that in nearly 100% of cases where a video was shown in search results on a search engine, that the video ranked on the first page of search results on its native platform, meaning on YouTube, MetaCafe, etc. In my next article I’ll cover how to get your article ranking well on the video sharing sites.