Over the past few years, video has risen into popularity across the globe. You see it everywhere – on television, social media, text messages, billboards, online advertisements, and even restaurant menus.
Because video has become so prominent among the rising generation, creating videos of your own has never been easier. Now, everyone has instant access to filming, editing and publishing videos.
If you are not convinced of the importance of video content, just look at the digital community.
YouTube is the second most popular social network as of late 2016, and Snapchat, Periscope, and Vine are at the top, as well. Almost every major social network – Facebook, Twitter, Google+, Instagram, LinkedIn, and more – have all made it easier to upload, view and share videos on their respective apps and websites.
Additionally, the importance of video marketing has never been greater. More companies are launching video marketing campaigns and more small businesses are achieving success because of it. It’s become clear just by looking at elementary video content marketing stats, that brands have determined that the future of business lies within visual content marketing.
Just to give you an idea of the numbers we are talking about, a user’s positive experience with a video ad increases their purchase intent by 97% and brand association by 139%.
Because video is starting to replace the written word, people have started to ask the question, “video vs text: which is better?” In addition to text, video has also challenged other mediums like images, infographics, and podcasts. Although video will never completely replace these mediums, it certainly will continue to expand as “the most popular content consumed globally.” Keep reading for more visual content statistics and video content marketing ideas that demonstrate why video is better than text.
1. Video displays nonverbal communication.
Body language and verbal tone play a huge role in conveying a message. Text content relies on precise word choice, punctuation and visual features like emoticons to establish the right tone. However, with video, viewers are able to determine exactly what the speaker is trying to get across by observing body language, verbal tone and other visual cues.
Not only that, but videos can extend even beyond verbal and nonverbal communication by including visual aids like images and footage, which further strengthen the mood. The simple matter of the speaker being visible makes video all the more accurate and effective.
2. Video engages audiences.
With the combination of visuals and sound, there is nothing video can’t do. Because it is the most popular medium, viewers are ready to listen as long as you follow up with valuable and concise content. Businesses can use this to their advantage by marketing with videos instead of with text and images.
As a matter of fact, consumers are over 27 times more likely to click on an online video ad than a standard banner ad. Videos that have a hook, engaging content throughout, and a gripping final call-to-action are bound to have success with keeping audiences interested.
3. Video comprises all other mediums.
Video has the ability to include all other visual and auditory content. A video can consist of a podcast and an article all in one and include limitless images, infographics, and text. No other medium has this ability.
This reason alone proves video’s superiority; it is at the top of the virtual food chain. When a video takes advantage of this innate power, viewers can better understand its message, meaning more people will be willing to share the video. So although using several diverse means of communication is the best way to reach your audience, if you only had one medium to choose, you know what to pick.
4. Video prompts shares.
As mentioned in the previous point, Internet users are naturally more inclined to share videos. They are quick, concise and relatable—all key components of being shareworthy. The numbers show it, too. Social video generates 1200% more shares than text and images combined. This number is likely to increase, as video is becoming more socially relevant.
Almost everyone you know probably has a YouTube or Snapchat account—not to mention their use of video on Facebook, Twitter, Instagram and LinkedIn. Videos are a great way for people to express themselves and this is why many people find them so shareworthy.
5. Video presents quick and rich content.
It is no secret that reading takes much longer than watching. Even podcasts take longer because they lack visual aids. Visual content has always had a talent for condensing content. Visual aesthetics combined with audio allows the information being provided to be delivered several times as fast.
For example, a graph could be presented with a speaker simultaneously expounding on the information therein – instead of a graph followed by a paragraph explaining it. Videos are intrinsically rich with content, which is more fulfilling than viewing simple images or tedious words.
6. Video incites action.
Video has been shown to be more compelling than other mediums. Because it implements a more authentic interaction (refer to point #1), viewers in turn are more open to what the speaker has to say. Almost every professional video includes a call-to-action, just like most blog posts and podcasts, the results are more satisfactory. KISSmetrics found that a call-to-action with a video produces 380% more clicks than a regular sidebar call-to-action. In other words, video boosts a user’s likelihood of taking action on what they see.
7. Video enlarges the economy.
The invention of video has opened up a whole new industry for ordinary people to find jobs, start businesses and contribute to the economy. Movies alone generate revenue and create jobs for millions of individuals and companies.
It only takes a handful of people to publish a book, but producing a movie, as you know, employs hundreds, if not thousands. Additionally, video-based social platforms like YouTube, Vimeo, Snapchat, DailyMotion, Periscope, and Meerkat have introduced countless jobs. The contribution video makes to the economy is irreplaceable.
8. Video enables convenient and accessible production.
Clicking “record” on your smartphone and speaking about a topic is much easier than writing an article about it. Video production is more accessible than ever before. The average Joe can film, edit, publish and even market his own video for free.
Additionally, although videos require planning, it is not actually essential to their success. Several YouTubers have gained millions of subscribers just by producing unscripted vlogs of their daily lives. An unedited, unorganized blog post would not generate nearly as much attention as a video with the same amount of planning.
9. Video provides the best search engine results.
Because there are less videos online than text, they have a better chance of reaching audiences who search a keyword. To be exact, videos are 45 times more likely to rank on the first page of Google than text results. Videos have less competition because, again, the material is more dense.
What may take one video to express might require five web pages to articulate. However, just like articles, videos must have sufficient SEO to rank well on search engines. This consists of optimizing the thumbnail, title, description, tags and slug.
10. Video enhances social communication.
Video is the biggest innovation in social communication since texting. Instead of only hearing someone over the phone or reading what they say in a text, people can see each other. Two relatives from different parts of the world can have a face-to-face conversation and all they need is an Internet connection and a device with a camera.
A lot of millennials even FaceTime or Skype nearby friends and family throughout the day to satisfy their craving for genuine social interaction with the ones they love. Not only is video a major asset for businesses, but individuals are finding it to be socially irreplaceable.
11. Video reaches the widest market.
You have probably heard of several successful YouTubers and Viners. Their success draws from the fact that a lot of people use YouTube and Vine. The same principle applies to video as a whole: more people are consuming online video, so more businesses and individuals have the chance to successfully communicate with their entire audiences.
Simply put, video is the best way to access consumers in this day and age. Video currently accounts for half of all mobile traffic – a greater portion than any other medium. Anyone looking for exposure is bound to have success in the video market – it is the widest market out there.
Conclusion: The Future of Video
Video is the medium of the future – it is undeniable. Although articles, podcasts, and infographics also have a stake in the future, video cannot be overlooked. People are attracted to video and people are what really matter.
The medium has had soaring potential for years and now is the time for it to fulfill its true capacity. The importance of online video marketing in a business’s strategy is unprecedented. The extent of video’s social scope is miraculous. If you want to reach out to the world, all you need is video.
Note: The opinions expressed in this article are the views of the author, and not necessarily the views of Caphyon, its staff, or its partners.