The 10 Secondsblog
by Mr Brand
Video Advertising – What is the Appeal to Consumers?
The popularity of video marketing has risen dramatically in recent years. It is estimated that people are 4 times more likely to respond to a video than written text.
While this helps companies in their expansion, many people are still neglecting to add videos to their advertising options. It is important for businesses to become aware of the appeal that videos have to their customers so that they can use this to increase their clientele.
3 Factors that Determine why Video Appeals to Consumers
They are able to relate more.
Human beings are very visual and our sight is what we use the most in making our evaluations. Whenever we see something it helps us to engage our other senses, and emotions better. This means that we are more likely to relate to a video than other means of communication. This emotional connection means that it is possible to start building up the person’s trust in the brand/product. People are also more likely to remember things that they have seen and connected with, over what they have heard or read.
They are more convenient and less time consuming.
Living in today’s society dictates that everybody is always in a rush. We are looking for the quickest and easiest method of getting things done, and are always pressed for time. Multi-tasking is at the forefront of our lives and videos means that we can be doing something else while watching.
Watching a video is also significantly less time consuming than reading an article. The same message can be relayed in less than ½ the time. Consumers do want all the information available, but it needs to be relayed as quickly as possible. With the steady decrease in our attention spans, we just really aren’t able to focus on the information for an extended period of time. The message has to be shared quickly or we will be unable to process it.
With the average consumer now being able to access the internet at any time or place, they want to use this to their advantage. Videos can be viewed easily on the go on small screens, as opposed to pages of reading that will require an incredible amount of scrolling and squinting to see on a smaller platform.
Let’s face it as well; the majority of the population are social media junkies. We want to share the information that we are acquiring with our entire Facebook, Instagram and twitter followers. A video is more likely to be watched by others and will inevitably get more likes, which is the aim of every post we make. Posting a good video might even actually prove to be useful to some of our followers.
Videos on a whole satisfy our visual needs, making them an ideal way for businesses to advertise. They do this by providing the opportunity for the customer to feel more connected to the brand, which is the aim of any form of marketing.
About the authorMr Brand is the ambassador for 10 Seconds. He’s on a mission to give marketing professionals a competitive advantage in the Age of Attention Economics. He believes that to gain such advantage you need crystal clear communication. It’s all about the initial moment. Win people’s attention in the first 10 Seconds and you’ve opened the gateway to the final 10 Seconds, that all important conversion. He also likes to challenge conventional wisdom and push the boundaries of what’s possible.