Is your business making the best use of video?

3Video is everywhere nowadays, and it’s incredible when it comes to drawing in and retaining the attention of users – retention rate for visual information can reach as high as 65% on a single viewing vs 10% for text-based info. So whilst we love the written word – well, we are writing a blog after all – we need to acknowledge that video really is king.

We also know that customers who view product videos are much more likely to convert into buyers than those that don’t. (You just know all those chaps standing transfixed by demonstration videos in your local hardware store are moving inexorably towards the power tool aisle some time soon.)

Video content is a powerful tool, whether you’re trying to demonstrate how your product works in real life or educating visitors to your website. What’s more, it’s now the heart of most effective online advertising.

Here’s some ideas to consider:

Even if you’re a small business, even a sole trader, you can make effective use of video. If you don’t have two halfpennies to rub together, learn how to use the video function on your smart phone, and get familiar with some of the very simple editing suites on your laptop or PC. Don’t try and pretend you’re Cecil B DeMille. It’s OK to make something “homemade” if you don’t try and pretend it’s something else. How about a quick statement on why you’re passionate about your business, or what sets you apart? Pop it on your website. Post it in Facebook groups. You’re personalising your appeal, and that results in sales. You can make that big budget number when you’re rich.

If you’ve got a few bucks in the bank already, there are lots of talented and inexpensive production companies around who will love to make a video extolling your virtues, put a nice music track underneath it and add some graphics, even a bit of simple animation, and you’ll get change from what you were planning to spend on your annual family holiday. Just one word of advice – viewer attention drops off sharply after about three or four minutes, unless what you’re saying is rivetingly interesting.

What still matters, though, is how good the basic idea is behind the video. If you can’t think of anything smart to say, then don’t use the medium. Think about what’s REALLY important to say – remember, video might be something that happens visually, but it needs to be written, too.

The best tip of all? There are three great reasons to use video. They are: Emotion. Emotion. Emotion.

Nothing conveys emotion like video. The combination of visual impact, sound, and strong messaging simply imprints harder on the mind, because human memory is essentially visual, not fact based.

Pictures + Sound + A strong idea = Impact, and Impact equals Retention/Action.

Think back to when the first love of your life said “I love you.” We can pretty much guarantee that you remember those three little words, and you can remember lots of mental images of the moment, but you’d be hard pressed to remember much of the conversation that led up to it, or followed it. That’s simply because we remember things visually, not verbally.

Look at these two very strong video ideas recently created by Magnum Opus Partners. Neither cost a fortune, but both have huge impact.

With this Spirit Telecom spot, the company could have spent ages talking about the technical nature of their ultra-fast internet offering, with loads of jargon and tech-speak. And trust us, it is interesting stuff. But they had the great commonsense to boil it down to a very simple proposition. The internet shouldn’t be the much-moaned-about World Wide Wait, and if yours is, then you really should Think Again about your options, right now.

The Autism Awareness Day spot is also beautifully simple. Again, it challenges stereotyped thinking with a very simple proposition – you don’t know as much about autism as you should. And because of the beautiful artwork and striking soundtrack, it lingers in the memory long after a first viewing, and so does the point it’s making.

MOP logoAt MOP, we have advanced video production and editing facilities “in house”, and we work with most leading video production companies too. We’d be delighted to have a confidential chat about the effective promotion of your business to a wider audience, using video.

So for more great hints and tips on how to use video powerfully for your business, just give us a call on 03 9426 5400. Or simply drop us a note to contact@mo.partners.

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Author: Stephen Yolland

Director of Creative Strategy and Partner @ Magnum Opus Partners.

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