You’ve clicked on this article, perhaps already knowing that video is the most effective marketing channel. As we grow more into a video-centric society, we must ask ourselves why this is the case and, more importantly, why we all need to be a part of it.
The importance of video content is scientifically proven. A study by the University of Rochester, dubbed ‘The Mind’s Eye,’ found that ‘The human brain is biologically wired to process visual information. The visual cortex – located in the brain’s occipital lobe – receives, processes, and integrates visual data from the eyes nearly 60,000 times faster than text.’
If you’re reading this and not considering using video in your marketing strategy, you’re missing out on a unique way to communicate with a potential customer’s brain.
Key Takeaways
- Why Video Can Play at the Brain’s Emotions
- The Competition in Video
- Where to Start with Video
Why Video Can Play at the Brain’s Emotions
This may turn into a bit of a science lesson, but stick with us. Visual memory is encoded in the brain’s medial temporal lobe, where emotions are also processed, creating a powerful connection between what we see and how we feel.
Retention rates increase significantly when visuals are combined with other sensory inputs, such as audio. This rapid processing and storage capacity make video content particularly effective for creating lasting impressions and emotional connections. This is why we are living in the golden age of video – our brains are built to consume multi-modal stimuli.
When it comes to video marketing, this is why we’ve seen a rise in demand. The brain prefers to process information through video. Think about it yourself: when you want to learn something new or research a topic, would you prefer to watch a comprehensive video or read a long article?
The Competition in Video
With the rise of technology and social media, we’ve seen a surge in video consumption. It has become as daily to people as breathing. A recent study by HubSpot showed that “The number of digital video viewers worldwide is more than 3.3 billion.” This statistic underscores the demand for video and the competition to capture user attention.
When creating your video content, you must consider your objectives and how you will stand out from the competition. If you’re interested in learning more about getting started with video and its marketing aspects, check out our video course that teaches you everything you need to know, using only the phone you’re likely reading this article on.
Our Video Marketing Masterclass is ideal for creating video content tailored to your goals.
The world of video is competitive, but so is the world of food. Cast your mind back to May 15, 1940. There was no video marketing boom then, but there was a boom in the American food outlet industry, with diners and drive-thrus popping up everywhere. Amid this, two brothers focused on one thing: speed. Those two brothers were the McDonald brothers, and we see the empire McDonald’s has today.
You’re probably wondering where this analogy is going. In your video content industry, focus on the delivery of your content. Emphasise short-form video content, which is what the audience wants. HubSpot’s latest research suggests that “75% of viewers watch short-form video content on their mobile devices.” Short-form is the best way for long-term effectiveness in your marketing channel.
Where to Start with Video
Starting with video is not an easy task. Many people will tell you to pick up a camera and start filming. However, it’s crucial to know what you’re going to film and what your goals are.
Consider anything you’ve been proud of achieving, whether it’s a marathon or a marketing goal you’ve smashed. What they have in common is planning – you didn’t just turn up one day and achieve it.
Planning and researching what will work for you and your marketing channel is vital. If you need help getting started, sign up for our free 7-day video course created by our founder and video marketing expert, Nomi Farooq. Learn how to get started and maximise your video marketing potential.
If you have any questions about starting with video and fully maximising it as a channel, get in touch with ahmed@shootbusiness.com. Ahmed, our marketing manager, loves to help.