As marketers, we’re storytellers who need to both inspire and inform within a Hobbit-hole-sized window of opportunity, while also standing out from a sea of clutter.
Luckily, we have video.
- 83% of human learning is visual. (DSIM)
- 80% of website visitors will watch a video, compared to only 20% who will read full text. (DSIM)
- One video is worth 1.8 million words. (Forrester Research)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
There are different video opportunities across platforms, but let’s focus on a few key ones that break away from the traditional video player on your owned web stuff (a technical term).
Mood-setting background video:
We’ve all seen—and have been accidentally mesmerized by—this one. It’s usually a dramatic, full-screen background video in the website’s header or other key area, and is an extremely effective way to draw someone into your brand’s purpose.
Here are a few examples.
Immersive video experiences:
These opportunities go beyond a brand’s existing footage to let users step into an all-encompassing sensory experience. Without, you know, ever leaving their couches.
Experience the national parks
Solve a mystery within a music video
Partner with filmmakers for unique perspectives
Supportive demonstration video:
Scrolling is believing! When you incorporate 30fps into your site, visitors can get a sense for your product and/or service benefits without ever having to press play. You can get ahead of questions and build confidence as your visitors casually move down your site.
Apple uses scroll-based demonstrations of their products’ features
Allbirds uses small video insets to give scale and personality to their shoes
We used supportive video throughout the new GE Lighting, a Savant company website to demonstrate the possibilities and ease of their smart home products
Again, thank (deity of your choice) for video.
Finally, we’d be remised if we didn’t celebrate October’s halfway-to-Halloween point with this never-to-be-released classic short film. If it doesn’t convince you of the power of moving pictures, we don’t know what will.