It goes without saying, but we’re going to say it anyway: video marketing is the most powerful tool available to businesses right now. Not only is it effective for quick wins, but it creates a valuable asset in the long run that can be tweaked and amended as and when needed.
Picture the scene. It’s lunchtime, so you whip out your smartphone and have a scroll through Twitter and Facebook.
You’ll no doubt stop and watch YouTube clips, animated GIFs or click through to watch a video on a website. Maybe you just searched for something on Google? Often, a video is the top search result – particularly if you’ve asked a question related to a product or service.
Yep, it turns out we’re just nuts about video in 2017 – whether we’ve got our consumer hat on or we just want to relax and unwind. Our smartphones and tablets are making it easier than ever to consume video content too; we carry around the HD experience in our pockets and can access it with just a few clicks.
If video isn’t already on the top of your brand’s priority list, you’re really missing a trick.
The data says it all: video marketing works
Advertisements, web tutorials, digital FAQs, webinars, product demos, explainer videos, live streams, animations – the sheer versatility of video in marketing is astounding, and so are the results it can achieve.
Let’s start with the basics of any business’s online presence – getting people on your site. As the most visited website of them all, Google now plays a huge role in the success and failure of brands. So consider this: having video-on-demand on your website makes it approximately 50 times easier to achieve a page 1 ranking on Google, according to Forrester Research in a study conducted a number of years ago.
Not only that, research from MarketingSherpa shows that video can not only increase organic traffic from search engines by up to 157%, but it will also attract two to three times as many monthly visitors and double the time they spend on your site.
Those figures are incredible but sales are the end goal, and video has a huge impact here too. Retail Touchpoints revealed that consumers who view video on a site are 174% more likely to make a purchase than consumers who don’t, perhaps due to the fact that 46% of users take action after viewing a video marketing ad (OPA).
The stats about the increasing power of video are really sensational (and video-on-demand (link to VOD page), in particular).
Huge opportunity for local marketers
It’s unlikely that your business has products and services designed solely for people in one country, so why would you only make videos in one language? There’s huge opportunity to increase your sales by creating brand videos in a variety of local languages. Poorly translated subtitles just don’t cut it anymore.
Localised translation has been one of the big things in the search engine optimisation (SEO) world for several years, but now it’s time for multimedia localisation. In SEO, you’d use professional linguists to translate your web copy and product descriptions into the local languages of your market, wherever they were. Now, you should do the same for your video marketing by hiring a production company specialising in localisation to create video content with script translations and localised voiceovers.
You should do this for the very simple reason that consumers demonstrably prefer video. There is also actually a scientific explanation: the human brain processes video way faster than text, and when you consider the ‘8 seconds rule’ – that you only have 8 seconds to convince a user to stay on your website – that makes video even more crucial.
Viewers want content in their own language
Furthermore, consumers prefer video in their own language. Research shows that:
- 85% of international consumers prefer to research products in their native language
- 55% of global consumers said they only buy products from websites providing info in their own language
- 56.2% of the consumers in the study said the ability to obtain information in their own language is even more important than price
- 86% of all localised marketing campaigns outperformed English-only campaigns (source)
To ensure you capture the same tone-of-voice and use of native lingo that you’ve used in your original video, it’s vital to work with a team of localisation experts. From scripting, translation, and capture, to animation, voice-over, and delivery, the impact of multimedia localisation is now enormous and should form an integral part of any business’s marketing strategy.
If you’d like further information about creating localised video content for your business, please feel free to get in touch with us at any time.
The future of video
While the stats regarding the current impact of video are already astounding, this is really just the start of video marketing’s takeover. Data from Cisco projects some big leaps ahead:
- In 2014, video made up 60% of all consumer internet traffic
- And by 2018, a staggering 80% of all website traffic will be video-related
So, what are you waiting for?
Forbes has already told us that 75% of executives regularly watch work-related videos on business websites. Moreover, 50% watch these videos on YouTube, and 65% of those business people visit the marketer’s website afterwards.
The same applies if your target audience is made up of younger generations. For example, one in three millennials purchases a product as a direct result of watching the brand’s ‘how-to’ videos.
At the end of the day, if there’s anything that your business can express through video rather than text, then you should be putting this at the forefront of your marketing strategy. To do this effectively, you should rely on video production experts, such as Volcano City (link to VOD page).
If you have a video project in mind, contact Volcano City and we’ll help get your video production in motion.