In the years after college, I remember writing copy, more copy and even more copy for brochures, catalogs, newsletters and anything that had space to fill. As a manager, I didn’t write as much, but reviewed even more copy. One day I finally asked myself, “Does anyone even read all this?” The early days of web and email provided more than a new marketing medium. Its biggest contribution to marketers has always been analytics. Among countless other insights, it gives us the ability to see what people are reading, how much they read and if they take action.
Analytics gave me an answer to my question: People only read some of that copy and you now have even less time to grab their attention. This important insight has opened marketers’ eyes to a more streamlined, creative approach to storytelling through video.
Drop-In Ready Stats for Your Next Presentation
- It’s Proven – User engagement with video is up 25% year-over-year and 58% quarter-over-quarter (Source: Adobe Digital Index | The Social Intelligence Report, Q1 2014)
- It Converts – About 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video. (Source: Eloqua)
- It’s Attractive – Literally. Video attracts two to three times as many monthly visitors, doubles their time spent on the site and draws 157% more in organic traffic from search engines. (Source: MarketingSherpa)
- It’s Engaging – The average user spends 88% more time on a website with video. (Source: Mist Media)
- It’s Effective – Of the 80% of internet users who watched a video ad, 46% took some sort of action after viewing the ad. (Source: Video Brewery)
Don’t get me wrong, I still love the art of great copy and it still has an important place, but marketers show their smarts when they deliver a message using the most impactful medium possible. So next time you have a communication challenge, make a video and get your message the attention it craves.