Power of video: rise of the viewers

Why video should be part of your strategy

Photo by Jakob Owens on Unsplash

When it comes to video, there are two types of people who visit your site.

There are those who want text. They want to read all the details in words: blogs, case studies, product information.

And then there are those who simply want to sit back and watch.

Video is becoming an increasingly compelling way to reach audiences and get results. The stats speak for themselves. If you use it:

  • in email = 300% higher click through rate
  • on landing page = 80% higher conversion rate
  • for product = 64% of viewers are more likely to buy it

So why isn’t every company getting the camera out?

Cost. Traditionally, video was much more expensive than text. You’d spend five figures on a single corporate reel that would have to last years. Most likely it ended up gathering dust in a cupboard as technology moved on VHS players became obsolete. Today, you can spend four figures and produce multiple videos to use as and when you need.

Time. It used to be a complicated and lengthy process to script, film, produce and edit. Today it’s as easy as a 30-second vlog on your iPhone, uploaded and available on YouTube immediately.

Distribution. In the olden days your only option was to create a VNR of your product launch that no TV station would ever play. Today, there are any amount of websites that feature video content, and you can also publish video yourself. As well as YouTube, both Facebook and LinkedIn accept it natively.

According to eye-mapping studies, video listings get more attention than other listings in search engine results. Real estate listings with videos get over four times as many inquiries than those without.

It’s not just those with lower literacy or less busy schedules who view video content. 50% of executives look for more information after seeing a product or service in a video.

You may not be one of them. You may be a “reader” who prefers text and always will. But among your current and prospective customers, there are a huge amount of “viewers”. Some more stats:

  • 59% of executives would rather watch than read text
  • 75% of executives watch work-related videos online at least once per week
  • 65% of executives visit the marketer’s website after viewing a video

Is it time your business tried some lights, camera, action?


This article was first published by Kicker Communications