facebookPixel Expose Media : Why Video Is Essential for Your Marketing

Why Video Is Essential for Your Marketing

Phil Winton

Video content is your visual opportunity to take users on a journey of engagement and will hands down increase your conversion rate and return on investment. This is not a maybe situation, it is a priority to produce and let me explain why.

Do you ever wonder why your eyes are constantly moving/darting around? The retina is sending information to the brain and back to the eye in loops which takes less than 50 milliseconds! It’s constantly scanning and looking for a connection – a visual which satisfies an emotion, feeling or something that we deem pause worthy.

In a non-biological form, on social channels, there is an expectation that videos are a part of your Facebook feed. On mobile, thumb scrolling is a ruthless beast and you must present the user with a reason to pause and engage with you. The average bounce rate for websites is an astounding 45-55%! What’s even more terrifying, is that it does not take into account the fact that when users are trawling websites, they are no longer clicking on the top two options or Google but the top five to seven sites giving you but a moment to create a connection with the user.

 
A professional video we produced for client Happy Skincare. 

According to Facebook, people will pause on average and watch a video for five times longer than static content. Why wouldn’t you share the experience you offer, display your product in action and deliver your message with video? According to Forbes, video will generally increase your level of traffic by 41% and conversion by up to 80% when using video on a landing page (20% for homepages) – reported by visually.

We have found through comparative testing across static and video ads, that we definitely see an increase in conversions for our customers, and especially to cold traffic as it gives the user an opportunity to engage with you and take them on a journey.

Video content adheres to the needs and desires of a user. Whether it’s a product demonstration, how it is used, selling a course direct to camera, drone overview of a land sale or showing how a dress looks in a twirl, it is the next dimension of understanding that a static image cannot provide.

 
Advertisement we created for Instagram stories using Rippl.

We often get asked about video content and generally the issue is that a lot of people don’t or can’t afford to get video produced let alone the time to arrange it. Whilst that used to be quite a roadblock there is a range of options now available at our fingertips.

1 – Video Apps. There are a range of Apps in the marketplace now that allow you to create rich content using static images and text like Rippl, Moving Parts, Legend, Adobe Spark which Facebook themselves promote quite openly, as well as a really zany App called Pixel Loop which allows you to animate a part of your video. Definitely worth doing some exploring on App stores to find one that works for you.

 
iPhone self-video for MAISON de SABRÉ.

2 – iPhone Self-Videos. Through extensive testing across many of our client campaigns and audiences, the FB algorithm has proven that audiences vary in many more ways than you think. Short vs long copy, to emoji or not to emoji and more importantly in this context, professional vs amateur videos. Doing your own videos gives a more real version of you and is prolifically used across Instagram/Facebook lives as well as on the feed. Don’t be afraid to get a selfie stick/tripod and give it a go. There is no such thing as bad content.

3 – Live Action and Screen Casting. Don’t look past the brilliance of educating your customers through product demonstrations. All you’ll need to do is record your voiceover, record a screencast and place valuable knowledge into your customers hands. Screenflow or Screenr are great options to record.

Video content is an investment in the success of what you are trying to achieve. Make a priority in 2019 to add video to your life.