The saying a picture is worth a thousand words is true enough. Now add audio and moving frames and you have a video and according to Dr James McQuivey of Forrester Research a video is worth 1.8 million words.
Wow if it was true your entire website, and all marketing collateral could be replaced with just one video – which is really not possible. However adding a video to your landing page to promote a message will increase the conversion rate. Adding the video link to marketing channels including your email marketing will also increase your conversion rate.
Short videos with a clear message are more engaging. Videos keep the visitor on your landing page or website longer so they give your brand and marketing message more time to sink in.
Use videos to entertain, educate and inform. Remember the future, well really the present and the future of advertising is entertainment.
The “a video is worth 1.8 million words” phrase coined by Dr James McQuivey is far from accurate of course but it does it’s job in raising eyebrows and video use by businesses is growing rapidly. According to eMarketer it grew by 41 percent last year.
There are a few email applications that show embedded videos in emails (eDMs) however far too many do not, therefore an image of the video can be presented to the email recipient and that links to the video embedded on a landing page. This approach is still the best option to use in New Zealand due to the prevalent use of email clients that don’t yet support video.