Making a corporate video isn’t easy, but when done well, it’s the best way to convey the company’s key message to its stakeholders. That is because videos capture more attention, engaging more viewers, and includes almost every additional advantage over text.
With 87% of online marketers using video content in their marketing strategies, it’s pretty evident that video content is the favoured medium of communications. [1]
Even in a corporate setting, videos are preferred over text where 59% of senior executives said that if both text and video are available on the same topic, they are more likely to choose video. [2]
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1. Video Grabs Peoples Attention
When you are to get your message known online, the first challenge is getting people to look at them. Think about what grabs your attention when you’re scrolling through a website. Is it a long paragraph of plain text or a magnet-like video? Your eyes are attracted to motion, so videos produce spontaneously draws attention.
Notice how the background music and tone of the voice-over both contributed an overall gloomy tone to the video.
Therefore, when writing a script, it is also important to emphasise on the tone and objective of the video. Not only will this help with the pacing of the video, it can also reflect the personality of the brand.
Take this famous advertisement from Old Spice for example, everyone’s attention is immediately grabbed when the video started.
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2. Video Engages Viewers
Not only do videos grab people’s attention, but they also keep it. They strike a deep connection and evoke strong emotional responses that make people want to share, comment, and like. 59% of people also said that they are more likely to watch a video if it has already been shared, commented on or liked by someone they know. [3]
Humans are also visual creatures where our brain can process visuals much quicker than text. About 90% of the total information transmitted to your mind is visual. On top of that, your brain can process these visuals 60,000 times faster than text. [4] We’re not only more used to seeing visuals but is also more efficient at interpreting them.
This touching video from Singapore’s Public Utility Board shows how a video is able to garner many positive engagements from viewers with many praising the touching message of kinship in the video.
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3. Video Drives More Traffic to Your Website
Videos are great for SEO, especially those uploaded on Youtube with Google’s algorithms are increasingly prioritizing websites with video content. [5]
A video can bring as much benefit to your site regarding SEO as multiple web pages. Companies that include videos in their websites have 41% more web traffic from searches than those that don’t use video at all. [6] You can also take advantage of this increased traffic by placing videos on the landing pages of your website. Embedding videos on landing pages can increase conversions by 80%. [1]
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4. Video is Memorable and Improves Brand Recall
Have you ever found yourself reading an entire article and all of a sudden realizing that you do not remember anything written in it? You then have to waste time going back to re-read what you’ve already seen before. This weird occurrence is called regression. Regression can be frustrating when reading written text, but videos almost eliminate it.
Researches show that viewers retain 95% of a video’s message compared to 10% when reading the text. [7] Videos allow you to package the information you’re trying to get across into a short narrative that will engage viewers in a way that text can’t. This makes them more memorable because people are far more likely to remember a story than a list of facts.
An example of how a brand is able to strengthen its brand recall among its target audience by showing the stories of the bags and their repair persons.
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5. Video Conveys Messages Faster
Videos make information easy to interpret in a short amount of time. It was estimated that a single minute of video content is the equivalent of 1.8 million words. Hence, videos allow you to drive your messages to your target audience very quickly, especially when our attention spans are gradually decreasing and are now less than that of your average goldfish. [8]
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Closing thoughts
Hopefully, these facts help you decide whether to include videos into your communication strategy. If you ever feel lost or unsure, know that we here at Gram are glad to help.
Did you enjoy reading this article? Enjoyed reading this article? Read Gram’s article about Why Internal Videos Are Helpful Communication Tools here.
Sources:
[2] https://www.digitalinformationworld.com/2016/12/infographic-video-marketing-statistics-2017.html
[3] https://www.mycustomer.com/marketing/technology/online-videos-more-engaging-than-text-study-finds
[4] http://www.t-sciences.com/news/humans-process-visual-data-better
[5] https://www.lemonlight.com/blog/how-will-video-help-seo-ranking/
[6] https://www.forbes.com/sites/miketempleman/2017/09/06/17-stats-about-video-marketing/#5245da84567f
