Is Video Content More Engaging?

By now, everyone is well aware of the fact that video content has taken over the marketing scene. If there’s anything that benefited from the lockdowns in 2020, it was video. Everyone stayed at home and spent more time watching videos online to pass the time. But even before that happened, videos were already on the rise thanks to the popularity of social media.

All of the biggest social networks feature videos: Facebook, Twitter, Instagram, LinkedIn, Snapchat, and TikTok—not to mention the gigantic video sharing platform that is YouTube. Videos are everywhere. And the reason why they are inescapable is because people simply love them.

If your target audience is spending time online, they are definitely watching videos. In fact, people spend more time watching videos than reading text-based content and looking at images.

The potential of videos to increase your engagement and convert more leads is undeniable. And if you’re still not working on producing your own video content, you’re missing out on a great opportunity. Your competition is getting the edge—and you’re getting left behind.

Why Video Content is More Engaging

Studies show that 84 percent of consumers say they have been convinced to buy a product or try a service because of a brand video.

Consumers also prefer to watch videos when they want to learn more about a particular product or service. 66 percent of people said they would prefer to watch a short video demonstration or explanation about a brand’s products and services.

For context, only 18 percent of consumers said they would rather read a text-based article, post, or website; and only 4 percent said they would prefer an infographic. It gets even smaller from there: with only 3 percent of consumers saying they prefer eBooks and manuals, and 2 percent saying they want a sales call or demo. It’s safe to say that videos hold a comfortable lead.

Videos are impactful because they are visual in nature. But unlike pictures, which are just static, videos have movement. The eyes are naturally attracted to movement—which means people can’t help but pay attention to videos. Whenever one pops up on their newsfeed or timeline, they can’t help but spend a few seconds processing those images. Whether or not they stick around to watch the whole thing is based on how interesting the content is.

But with that in mind, videos are naturally attractive because of its visual nature and its movement. If a picture paints a thousand words, just imagine the impact of a video—even a short one can leave a mark on its viewers.

As a marketer, you know how difficult it is to get people to even pay attention to your digital ads. But with videos, that’s not as big of a problem. A bland, generic text does not grab people’s attention as much as a short video—which seems to have a magnetic appeal.

Another reason why videos are so powerful is because they can contain more information within a short period of time. Where an article might take a couple of paragraphs to cover something, a video can take only a few seconds.

Between your video, the dialogue, and the additional visual elements on the screen, you can deliver a lot of information to your audience very quickly. People will get the info they need before they even get bored. And that’s one of the main concerns of digital marketers: people have short attention spans.

Consumers are over 27 times more likely to click on an online video ad than a static banner ad. A video is able to deliver your brand’s message before people get the idea to scroll away. Video marketing experts recommend putting your best 8 seconds of footage at the very beginning of your video. If you get them to watch the beginning, they are more likely to stick around to the end.

People who do manage to watch your entire video are the most engaged within your target audience. Therefore they are the ones who are most likely to convert with just a push in the right direction. Use calls to action at the end of your video to instruct your viewers on what to do next. Whether it’s to subscribe to your channel, visit your website, or make a purchase, you need to make it clear what you want them to do after watching your video.

Entrepreneurs who have mastered the art of video marketing are doing exactly that. And that’s how they are scoring a ton of conversions.

Another quality of video content that’s worth noting is the fact that they can go viral. This is a fantastic source of traffic and engagement. When people start sharing your post, that’s free marketing for your brand. And it’s not just any type of marketing: it’s word of mouth marketing. People share your video for their friends to see, and instantly those friends are pulled in as well. Consumers are more likely to trust their friends over some random brand. That’s why they are more willing to view videos if they are shared by someone they know.

Videos can go viral and give you a continuous stream of leads. Some marketers even rely on viral marketing, hoping to create content that makes a huge splash. While that is certainly a possibility, it’s not a realistic goal to set each time. So instead of hoping to go viral, marketers should just focus on delivering value. A little creativity wouldn’t hurt. If you are delivering information, education, entertainment, and authenticity, your video can be impactful and memorable even if it’s not viral.

Which brings us to one of the biggest reasons why videos are more engaging than other types of content: authenticity.

People make a lot of buying decisions based on their emotions. Which means you can’t convince them to buy from you if you haven’t earned their trust. Videos are perfect for gaining that trust because people can see the people who are operating behind the scenes. Videos can show the face behind the brand. People appreciate that kind of honesty and authenticity.

When it comes to video marketing, it is important to show your real self to your audience. They can create a stronger emotional connection with your brand if they feel like you are being open to them. Videos allow you to create that trust and build those relationships. With video content, viewers can see subtle details like facial expressions, tone, gestures, etc. It makes the content feel more human, which makes it easier to relate with.

You can make vlogs and behind the scenes videos to show viewers what your brand is all about. And every now and then, you can blow them away with a high quality video with impressive production value. Video marketing is about surprising your audience and keeping them engaged, whether it’s by telling your brand’s story or sharing your latest product demo.

Videos can open the door to productive conversations with your audience. There’s always the comment section where people can leave their thoughts, and you can engage with them on a much closer level.

So to answer the question, yes video content is more engaging than any other form of content out there. There’s a reason why videos are so big right now, and it’s because people can’t look away from a high-quality video. So start using it to your advantage today.

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