November 14, 2016
As I’ve said before, visuals are a critical component of marketing strategy. They drive views, accelerate campaign calls to action, and stick with users better than a block of text.
Real time streaming through channels like Facebook live or Snapchat have helped some brands find significant success personalizing their business among users-putting a face to the company, if you will.
That’s why videos, more so than many other marketing strategies, are expected to be the biggest and most important visual trend in 2017.
Why It Works
As opposed to an article or another block of text, videos have the power to create gripping, lasting memories in the minds of consumers. Here’s a perfect example of what I’m talking about:
Now, I am probably not the target audience for this product as I don’t suffer from adult incontinence. However, I saw this commercial weeks ago, and still remember it in detail.
Why do I remember vivid details from a commercial for a product I don’t need?
Because it’s emotionally compelling and has a narrative that reinforces the product, making it stick. That’s why 51.9% of marketers across the world say videos have the best ROI, and why shoppers who view a video in the pre-purchase stages are 1.81 times more likely to make a purchase than non-viewers.
How to Get Started
To get started on your visual marketing story, start by messing around with video construction programs. Animoto and Shakr are good places to start, and you can always extend your learning of video production through an online course (Lynda has plenty).
If you don’t have someone in-house who is familiar with video, you can (and probably should) consider outsourcing the task. Outsourcing video production through a freelancer or other marketing resource will ensure a certain level of quality. And, in order to have an effective video, quality should be ranked high on your priority list.
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