Video marketing has become the king of content marketing. While the internet traffic is ever-expanding, the number of videos uploaded online is increasing if not quicker than the former. The videos that we upload in a month far exceeds those created by the US television network in a 30-years. And a recent Forbes survey threw light on the generation of people’s mindsets who would rather watch a video than read a text.

Videos have always been a preferred form of entertainment. The audio and the visual medium captivates the brain almost instantly. With the current trend of reading through subtitles, human attention span is better held.

But why is this so? Why do only some videos hold this attention while some do not?

Emotions matter. Nielsen Holdings researched how non-conscious brain activity and emotional video advertisements. The results displayed what we already knew – an above-average electroencephalogram (EEG) readings boosted sales up to 26% while a negative EEG managed to reduce spending by 16%

Amazement and Anticipation. What got a video to be shared more often on social media platforms? A study threw light on videos that caused amazement, and anticipation was shared most often – in other words, the more positive the videos made them feel the better the traction has always been. The idea is to narrate a simple, touching story. Maybe it is time to put the testimonials, employee profile videos to good use, and not be timid about them.

Make it compelling. How to make your customers who are on the edge of the funnel leap? Tap into emotional opportunities – videos give marketers the space to convey a lot in a short period and connect even quickly. A picture is better than a thousand words, and a motion picture is worth so much more. Tapping into primitive human concerns – to belong, to love and be loved, have the eureka moment, to have influence, to portray dominance, to get smarter etc.

With more than 72 hours of video being uploaded online every 60 secs, one needs to be smart while using video marketing. With smaller snippets of video marketing taking over the digital space – Instagram stories, GIF, cinemographs, we move into smaller more consumable videos.

When the time frame is short, it needs to induce action over that short span. Studies conducted by VINDICO shows that over 80% of online ads are abandoned within the first half of the ad, there is a need to reach your audience so much quicker. But when it comes to mobile users, ads that are 30 sec or less are watched entirely 88% of the time. More importantly, when the ad strikes a chord, the audiences' purchase intent increases by 97% and brand recognition increases to almost 150% more than before.

When the wheels are still churning for video advertising, it comes as no surprise that marketers are yet to make their websites voice adaptive. A recent study reaching out to 1000 top marketers in the industry shows that only 17% of marketers are focusing on making their websites adaptive to voice in the next two years.

What is your take on video marketing?

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