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Are You Ready for Your Close-Up?


Last week, the Bs attended a marketing association networking event. One of the topics that came up was online video. Although the marketers we met agreed that video is a "hip, hot and happenin'" option these days, many of us (the Bs included) have had trouble convincing our clients to invest in it. 

That word "invest" seems to be both the biggest hurdle and the biggest misperception.

Those of us who were alive and working in the 1980s (or before or even soon after) remember video production as an INVESTMENT. It involved sets and cameras, directors and producers and editors. It often involved licensed music and sound effects, as well as union actors and their agents. To say that shooting video was a production number is an understatement.

Many clients are still afraid that adding video will be budget breaking.

The exciting thing about video today is that there are so many options. Video can be shot on a dime (or at least on an iPhone) and uploaded immediately. This homegrown approach wouldn't be the best solution for a :30 television spot, but it can work to your advantage if you're using video on social media or to supplement a blog post. In addition to a brand's "official," commercial story. customers and prospects want to look behind the curtain. They welcome an inside view, and DIY video can be just the right thing to provide that.

Even if you're after a more polished end product, video doesn't have to be expensive. With desktop editing software, a one-man (or one-woman) videographer can achieve the same results that we used to need an entire crew for, They can shoot, then edit your video, and help you distribute it across a variety of platforms: from your website to outbound email, YouTube, LinkedIn, FaceBook, Instagram, and more.

So, we've talked about the "How?" and "How much?" of video. Let's touch upon the "Why?" Here's some current data that makes a technicolor-with-surround-sound case for it ...

82% of consumers prefer live videos over other types of social media posts.

Video content is shared 12X more often than text and photos combined.

One-third of online activity is spent watching video.

Emails that include video get a 96% lift in click-through.

Viewers retain 95% of what they see in video. (Vs. 10% of what they read in text.)

92% of mobile video users share videos with others.

64% of consumers make a purchase after watching branded social videos.

Video drives 157% more organic traffic to websites.

Video. on a home page increases conversion by 80% or more.

And ...

87% of online marketers are already using video content.

And ...

Marketers who use video grow revenue 49% faster than non-video users.

Clearly, if you're not embracing video, you may be missing opportunities. So, go ahead. Get ready for your close-up, Mr. DeMille. 

Lights. Camera. Marketing.

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