Video content material in advertising (and gross sales) is right here, folks. If you might be anticipating development, don’t take this submit evenly.
Video isn’t an “it’s the next big thing” scenario anymore. That time, very like the good Fidget Spinner growth of 2017, has come and gone. If you’re within the waning proportion of industries or corporations who nonetheless haven’t carried out video as a basic a part of your content material and model technique, now’s the time to get nervous since you’re formally in catch-up mode.
Video content material is irresistible for 2 key causes
There are two causes we Big Sea creatures imagine this monumental shift has taken place. Ironically, each of those are tied to the identical idea: our evolution as a species.
One stems from our previous and the way we’re primitively programmed to attach with different people. The different is straight correlated to our current and the way our brains have been rewired over time relating to how we desire to eat new info.
#1: Human connection
Regardless of how superior know-how turns into and the way that interprets into our private or skilled lives, nothing will ever change our innate need to attach on a human-to-human degree. No e-mail, texting/messaging or chatbot can probably replicate the chemical response that occurs when assembly one other particular person face-to-face – or, on the very least, seeing who they’re and truly conversing with them. Their tone of voice, demeanor, persona, humorousness, heat – all of that and extra is powerfully tied to your first impression, belief, comfortability, and confidence gained in any new relationship.
Enter the magnetic enchantment of video content material and our intrinsic pursuit of what “used to be”.
Have you observed the rampant outbreak of retro themes with leisure and popular culture in recent times? The numerous live-action Disney movie remakes, or the remakes that Hollywood is rattling off like Top Gun: Maverick and Bill & Ted Face The Music, or the worldwide obsession with Netflix’s golden youngster, Stranger Things? (hurry up Season four!) Large media corporations have tapped into one of many strongest dopamine triggers people have: nostalgia.
Anything that takes us again in time (virtually at all times to a less complicated and happier time) sparks fast consolation and longing. It’s simply how we’re wired. And whereas there’s considerable proof on the media aspect, that is additionally straight tied to why video has surged to the #1 type of in-demand content material regarding branding and advertising.
It launches us again to an period the place companies and partnerships had been constructed by means of handshakes and hellos. Actually seeing the folks you’d be working with. Watching them converse with emotion, persona and humor. You truly really feel related once more. This organic craving for that connection can by no means get replaced; no less than not in our lifetime.
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#2: Our deteriorating endurance
When was the final time you cursed out (in your head or underneath your breath) the WiFi, the rendering time of an internet site web page you had been , or certainly one of your cellphone apps for not loading quick sufficient? Two hours in the past? Two days, max? Cue the proper spot to reference one of many extra reality-checking comedic takes of the final decade to summarize: Everything Is Amazing and Nobody is Happy (YouTube Clip).
When you share a Facebook submit with your mates or household, what number of of these posts embrace a video versus simply written content material? How a lot would you say that scale has tipped towards posts with movies in your final 1-2 years of sharing content material? This development is clearer than the Bahamian bathwater of Exuma, feral pigs and all.
Long gone are the times of understanding that for know-how to work its magic, it could take time. Time is now our enemy and one thing we’ve grow to be accustomed to not having to sacrifice relating to accessing the web, gathering info, solutions to our questions, analysis on services or products, and so on. We all need it now. Faster. Bigger. Better. Case and level on this statistic → “Pages that load within 2 seconds have an average bounce rate of 9%, while pages that take 5 seconds to load have a bounce rate of 38%.”
This is the place the endurance a part of the engagement riddle will get solved. From your perspective as an lively purchaser, how would you favor to study an organization’s:
- Products and providers?
- Value proposition?
- Skills and experience?
- Team, historical past and tradition?
- Working course of and assist?
- Success tales and testimonials?
Numerous pages of written web site copy and downloadable content material items you’ll almost certainly must reread a number of occasions — or — easy-to-digest movies the place you possibly can kick your ft up, hear, watch and be taught all a couple of model and the folks you’re contemplating doing enterprise with?
Go forward, I’ll wait.
If you haven’t gotten the gist of this submit but, I’ll sum it up with this: please begin creating video content material on your group throughout each your advertising and gross sales channels.
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It will humanize your model in a time the place folks the world over are craving it probably the most, each for comfort and that private contact. If you write off this recommendation or throw it within the “maybe later” concept bin, honest sufficient. Just don’t be so certain your opponents may have the identical nonchalance round such a monumental development alternative for his or her enterprise.