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You Need More Video in Your Marketing!

Sarah Morgan

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We’ve been touting the benefits of video for some time now, but it doesn’t hurt to say it again: You need more video in your marketing.

This year, video will account for 74% of all online traffic. Even more compelling for marketers: video featured on a landing page has been shown to increase conversions by as much as 80%. If these numbers aren’t enough to convince you of the value of video, we’ve gathered some other compelling stats, along with some input from Intouch experts that should make the case for rethinking your video tactics. 

Video Wins the Popularity Contest

  • One-third of everyone on the planet uses YouTube.
  • ~500 million people watch videos on Facebook every day, and 85% of Facebook video is watched without sound.
  • Social video generates 1,200% more shares than text and images combined.
  • 43% of people want to see more video content from marketers.
  • 4 out of 5 consumers believe that demo videos are helpful.

(Statistics gathered from Insivia and Adelie Studios)

So Why Is It So Popular?

Here’s a mind-boggling statistic: Our brains process images 60,000 times faster than they process text. That means it takes a lot less effort to consume information in video format than in written format — who doesn’t want to get more by doing less?    

One of the main reasons video is so popular with marketers is that search engine algorithms give preferential treatment to videos, putting them closer to the top of search results than content that doesn’t contain video. Users are also more likely to share visual content than text.

  • 51% of marketing professionals worldwide name video as the type of content with the best ROI.
  • 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. 

Video is also more cost-effective than ever before. Consumer devices have high-level capabilities for shooting and editing, and social media makes it easy to post and share. And often, a great deal of video footage that already exists in corporate and brand archives can be repurposed and recut. 

According to Salesforce and Vidyard, a corporate survey ranked video effectiveness, in order of importance, as follows: 

  1. Testimonials
  2. Demonstrations
  3. Tutorials
  4. Interviews
“The play button is the most compelling call to action on the Web.” – Andrew Angus, founder of Switch Merge and Switch Video

Show, Don’t Tell

“When people are first diagnosed [with a disease], their lives turn upside down, and they have to adopt foreign routines; it can be overwhelming,” says Intouch vice president, executive creative director Brent Scholz, who works in the KC office. “Instructional videos are great tools to illustrate complex new topics and give patients confidence. Interactivity adds a new wrinkle, enabling users to ask questions. Making videos a two-way street can further help solve real, emotionally fraught problems.” 

If pharma created more patient videos that were frank and honest, that addressed fears and hurdles in addition to positive experiences – videos that addressed emotional needs and create a sense of community, with credibility – we could make a real impact. 

Patients want, need and are seeking credible information and relatable patient stories. Video is their preferred medium, and it’s easier to use than ever before. Pharma brands can participate by making themselves a trustworthy source of informative, engaging content — using this medium that’s surprisingly flexible, affordable and sought-after.

If you’re interested in incorporating video into your marketing campaigns, reach out to your Intouch account lead. 

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