Television was invented in the 1920’s and film was alive and well long before that. So it’s no surprise that over 90 years later our largest social media player has decided to promote video over any other form of content.
Moving pictures have been holding our attention hostage since their birth and mesmerising us with tales and trivia, news and nincompoops. From significant world events like the fall of the Berlin Wall and the Desert Storm Invasion of Iraq to Fawlty Towers and who’s been evicted from the Survivor Island, vast numbers of the human population have absorbed every moment. Let’s face it – there’s something addictive about movement that lures us to watch.
Avoid the cheap seats
Facebook has cottoned on to this and now promotes video more vigorously than all other forms of content. So if you’re wanting your business marketing to generally stand out via this forum, you better make sure it has moving pictures to sell your message or you may be relegated to the cheap seats.
Here are a few statistics to consider…
- Over 8 billion videos are watched on Facebook every day. https://techcrunch.com/2016/01/27/facebook-grows/
- 55% of people consume videos thoroughly. This is the highest amount of all types of content. https://research.hubspot.com/reports/the-future-of-content-marketing
- 5% of professional marketers and SME owners are seeing results with video marketing. https://animoto.com/blog/business/2016-social-video-forecast-infographic/
Video = Trust
Perhaps there’s another angle we humans love about video – seeing is believing. You see, we are always looking for service providers we can place our faith in. Combine that with the notion that belief and trust are inextricably linked and the reasons for video marketing become even more compelling. After all, if you’re going to advertise you want to be trusted, right?
A short video enables business owners to craft a script and visuals into a story about who they are, why they started their business and the products or services they provide. As all consumers have barriers that need to be overcome before a purchase is made, establishing trust quickly will help to lower these barriers so the sale can be made more efficiently and effectively.
Show the right people
So, you’ve crafted a wonderful video that commands attention, tells your story, focusses on the benefits your offer creates for your customers and helps to overcome people’s natural resistance to purchasing. Great! But it’s all for naught if all you do is post it on your website that receives next to no traffic. To maximise your return on investment, you need to make sure the right people see it so target its positioning.
When considering where to post it, think about this…
Women drive 70-80% of all consumer purchases.
This is either their direct spend or their influence at work. https://www.forbes.com/sites/bridgetbrennan/2015/01/21/top-10-things-everyone-should-know-about-women-consumers/#73f6444a6a8b
Consumers are one market sector, business owners are another. If your target market is female business owners, then achieve maximum bang for your buck by placing your video in a suitable forum with a large female audience.
The Wrap
Ladies, it’s all the roles we play that makes us the big deal when it comes to spending. We are…
- Business owners,
- Friends,
- Brides,
- Mothers,
- Wives and
- Carers
… and we make significant purchases in each of these roles. So, effectively, no matter what you’re selling, chances are you’re selling it to a woman. Keep that in mind when you’re deciding where to post your video.
