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Online Video is more popular now than ever–not just for entertainment purposes, but as a vital source of information for professionals, all the way up to the executive level. A recent Forbes study showed:
- 80% of executives are watching more online video today than they were a year ago.
- 75% of executives watch work-related videos on business-related websites at least weekly.
- Overall, 65% of those surveyed visited a vendor’s website after watching a video.
The key takeaway is they’re not online watching ads, they’re online problem-solving. And video can provide brief, clear communications that makes problem-solving easier.
Professionals are hungry for useful information that will teach them a new skill, or help them get something done. And advertisers who provide that useful, authentic communication are being rewarded with views and clicks at a much higher rate than advertisers who are pushing their own messages or going for the hard sell. Aside from the rare viral sensation, traditional video ads are getting tuned out.
Even if you don’t think of your organization as being in the problem-solving business, there are ways to create more genuine messaging that will appeal to your audience. For example, a company selling apparel might consider hiring an online influencer to use / wear / share / review their product on their own site. Today’s consumers are more likely to buy after seeing a message from a fellow consumer, than after seeing a traditional promotional video.
So take a step back and ask yourself whether your current marketing videos are focused on filling a consumer need and blending into the consumer’s lifestyle, or whether it’s simply force-feeding viewers a one-size-fits-all message. We all know that at the end of the day, the goal is the same–to sell your product or service–but you’re more likely to be rewarded with a sale if your audience feels an authentic connection with your brand.
PixelPeople knows web marketing and understands the importance of online video. If you’re interested in creating videos for your business, or making your current video marketing efforts more compelling, please contact us for a quote. We’re here to help you grow your brand and your business online.
