The Increasing Importance of Video Marketing

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The statistic that most aptly anchors the magnitude of video marketing’s potential is that YouTube attracts more than 1 billion unique global viewers every month.

In light of numbers like these it would reasonable to assume that the majority of marketers use video marketing and are refining their strategies but the truth is that only ¼ of brands utilize video as part of their digital marketing strategies according to Kantar Media. Now if the first two stats seem incongruous, they are and the expectation is that in the near future, companies will correct this by fully embracing the reach and importance of video marketing.

Another stat that frames the value of video marketing from the viewer’s perspective comes from a recent survey that revealed 60% of people prefer watching video content to reading text according to Bubobox. The digital age’s preference for video over text is surprising at first glance but is ultimately understandable when one considers that video is more compatible with modern life.

Compatible in the way that video is as universally accessible as text but more likely to elicit a response from the modern consumer. The amount of information retained from an online video, one minute in length, is equal to that amount of information absorbed and retained from 1.8 million written words according to a Brainshark infographic. With so many stimulating pieces of media at our disposal at any given time, the vibrancy of video cuts through the noise and remains effective to the digital age consumer.

How video complements digital marketing

The power of video has even lead to a phenomenon called “second screening”. Second screening is when someone is absorbing two stimuli simultaneously, typically watching a video/TV while also checking smartphone/tablet. Consumers have been conditioned so that they can absorb two pieces of media at the same time and have high retention for both. Reading long form text for the most part is excluded from second screening because it requires most people’s sole attention.

The ubiquity of Wi-Fi has made video available wherever text is, and the only thing bottlenecking a video’s global reach is language. Top brands know that when preparing videos for global audiences, visuals translate but narratives do not, so to ensure optimal efficiency top brands trust video translation professionals.

When companies go global they go to great lengths to ensure their texts assets are translated seamlessly for new markets and now the same can be done for video. Read The Fundamentals of Global Video Marketing to learn the best practices and importance of video marketing for global audiences, including video translation.

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