When it comes to marketing your brand, you have a lot of options. Some of the most successful brands in history have used print ads, television commercials, and even billboards to promote their products. More recently, however, companies are turning to video content as a way to reach new audiences and engage existing ones. Video content is more personal than text-based content because people can see the person speaking or showing them something in real time—and they can also hear what they’re saying!
Why is it important for brands to use influencer promotions with video over photo?
A study from Snapchat reveals that Gen Z and millennials interact with influencer content more than they do professionally produced content. In fact, the study found that users are three times more likely to engage with influencer videos than traditional advertisements. This makes sense when you consider the unique ways in which these two types of video interact with their audiences:
- Influencer content is more likely to be shared and viewed; 80% of brands choose influencers because they want their audience to “talk about my brand” (Hubspot).
- Influencer content is more likely to be liked and commented on; 75% of people who comment on branded posts do so because they feel a connection with the brand (L2).
Facebook found in a survey of social media users that advertising on social media is more often viewed as informative if done through video.
Facebook found in a survey of social media users that advertising on social media is more often viewed as informative if done through video. This means that video has the ability to help you connect with your audience and build trust, which can prove key in turning viewers into customers.
Generation Z and millennials have a longer attention span when watching videos as opposed to reading.
Generation Z and millennials have a shorter attention span when reading. However, the attention span of Gen Z and millennials is longer than the older generation when viewing videos. This is because watching videos are more engaging than reading.
The average human attention span has decreased over time as technology has became more advanced and widely available in our day to day lives. People often find themselves multitasking while doing things such as reading an article or watching television instead of focusing on just one thing at a time. The fact that we can multitask while doing these activities makes it difficult for us to focus on one thing at any given moment in time because we are constantly switching between these tasks without even realizing it ourselves until later on down the road when something comes up unexpectedly during travel such as missing an exit off the highway due to being preoccupied with playing games on my cell phone rather than paying attention to where I am going at all times (and yes this happened to me personally).
Snapchat explains that Gen Z and millennials use social media for “emotional fulfillment” or to feel connected to others.
Social media is often seen as a source of entertainment, but it also acts as a platform for emotional fulfillment. In fact, Snapchat explains that Gen Z and millennials use social media for “emotional fulfillment” or to feel connected to others.
Social media gives us the opportunity to share our experiences with others and communicate our feelings in a way that wasn’t possible before the digital age. The more we post online, the more likely we are to find someone who shares those same interests—and this can help create meaningful connections that wouldn’t otherwise be possible in real life.
The video platform, Vimeo, explains that videos are processed by the brain 60,000X faster than text.
The video platform, Vimeo, explains that videos are processed by the brain 60,000X faster than text. This means that instead of reading a brand’s description and absorbing it in your head, you can simply watch a short video and get the information you need much faster.
This is why it’s so important for brands to vocalize their website or product in video form. By telling their story through animation and/or voice-over narration, they’re able to cut through all of the noise online and make an impact with potential customers much quicker than they would have otherwise.
With over 90% of people admitting to sharing videos on their social media profiles and 60% of senior executives saying they prefer video over text, it’s important for your brand to embrace video marketing.
It’s no secret that video marketing is the future. More than 60% of senior executives prefer video over text, and with over 90% of people admitting to sharing videos on their social media profiles, it’s important for your brand to embrace video marketing.
In particular, with influencer promotions being all the rage these days, it’s important for brands not only to use influencers who drive engagement but also ensure they are representing their brand values in a way that fits with its mission. Voice assistants like Alexa and Google Home have made conversational commerce possible – people can ask “What time does Target close?” or “How much did this shirt cost?” without having to open an app or type in any information at all.
While this convenience is great news for consumers looking for instant answers, businesses need to ensure they’re prepared as well: if customers can ask whatever they want including questions about your company directly through these platforms then you better believe they will! It’s important then that brands vocalize themselves properly online so that their voice resonates with audiences across multiple channels such as Facebook Live videos or podcasts (which I’ll talk about later).
Conclusion
Video marketing is a necessity for your brand. It’s a powerful tool that can increase your reach, engagement and sales. If you’re not using video in your marketing strategy, we encourage you to start today.
