As an eCommerce business, you might feel that you’re doing everything in your power to drive traffic to your site and win sales: you’ve optimized the user experience, peppered in relevant SEO keywords, and added high-quality images to give shoppers a real taste of what you have to offer—but you may be leaving out a critical component of any full fleshed out modern marketing strategy.
If you aren’t utilizing video advertising, then you’re leaving a huge untapped market up for grabs. The reality is that ordinary photos, as stunning as they may be, aren’t enough on their own any more. In this day and age, you have to give consumers more engaging content, and you’re bound to be rewarded handsomely for your efforts.
Why Is Video Advertising Important?
By now, you’ve likely heard the oft-touted statistic that the average human attention span is just 8 seconds; that just happens to be less than that of a goldfish, and it also poses some unique challenges for businesses hoping to appeal to consumers in the Digital Era.
Perhaps your website has five incredible hero images that cycle through on a banner at the top of the home page. The unfortunate reality is that, due to most shoppers’ minimal attention spans, your first few photos are likely to get their fair share of attention, but the last few aren’t likely to be seen at all. Images have their place in digital marketing, but they can’t be your sole source of engagement.
It’s clear that images alone won’t do the trick in keeping consumers engaged, but you might be wondering: is video advertising really that effective for driving traffic? While the answer is an unequivocal yes, numbers speak louder than promises in the world of digital marketing, and the statistics on video advertising are indisputable.
From both a business owner and consumer perspective, video is highly valuable. According to marketers who utilize video, 87% say that video increases traffic to their website and 83% say videos help them generate more leads. Research also shows that consumers spend 88% more time on a site if it has video, and that they are 1200% more likely to share a video than either an image or text. Not to mention, that 8-second attention span is completely negated when video comes into the equation—videos can be up to two minutes long before they drop in engagement.
All of this is simply to say that if you want to truly keep modern users engaged in what you have to say, and draw consumers into your world, then video must be an integral part of your strategy.
What Are The Types of Video Advertising?
In broad terms, there are two types of video advertising: live shots and motion graphics. The difference between these two is simple to spot; live shots are videos taken from real life, and motion graphics are computer-generated.
Choosing between these two umbrellas of video advertising can feel difficult, and there’s no right or wrong answer. The decision about which type of video to utilize depends entirely upon your specific business; many brands choose to use both, or at least to try both until they have a clear picture of which type best resonates with their audience.
For example, one company published two versions of what was essentially the same video announcing a product launch—one was created with motion graphics, and one was shot live. The result was that their animated video had a 20% higher click rate than their live-action video, leading them to embed the animated video on their website rather than the live one.
Video advertising, like any other facet of your marketing strategy, is a distinctly personal pursuit. There’s no one-size-fits-all answer, so you’ll likely need to explore a few different avenues before you land on a strategy that really jives for your business.
Within the two broad categories of live shot and motion graphic videos, there are virtually limitless types of video advertising content you can produce. Some of the most popular types include:
There’s no question that video ads are a vital component of any complete digital marketing strategy. As you integrate video into your framework, be sure to seek assistance from industry experts with video or graphic design expertise, like Designpax. It’s not easy to keep consumers engaged in this day and age, but video will help ensure that you are able to do just that.