In a few years, videos will dominate internet traffic, which means it will be the primary means by which internet users get their news, social updates, advertisements, and more. In many ways, video already does dominate. YouTube, for example, attracts more than a billion visitors every month. According to researchers, “If a picture paints 1,000 words, then one minute of video is worth 1.8 million words.” For small business owners, video marketing will help build a brand because of its cheap production costs, ability to engage the audience, and ease of viewing and sharing.
Many small businesses do not have a lot of extra cash for marketing, but it’s infinitely more useful to use that money to produce an online video advertisement than to hand out flyers. In recent years, production costs have plummeted. A small business owner does not need fancy software, and video capture no longer requires expensive equipment. Instead, small business owners can use apps like Twitter’s Vine or software like Windows Live Movie Maker. Snapchat works, too! After producing the video, they can host the video on any number of sites, such as YouTube, Vimeo, Facebook, Twitter, or a personal website. These websites attract millions and billions of views because video can impart so much more information and elicit immediate emotional responses.
For small business owners, video marketing has many advantages, specifically its ability to engage the audience. It consists of three elements: visual, aural, and conceptual. Unlike print, therefore, video marketing appeals to the eyes, ears, and brain. With images, music, voice-overs, and text, small business owners can engage users to achieve unprecedented brand awareness. In many ways, text requires too much work for the reader. They have to read or skim the information, determine the meaning, and make an effort to retain the information. A video, on the other hand, engages the audience in a passive way, which means the video producer has much more control over the outcome of the experience. Plus, a video can impart more information. In a second, a user can only read a few words, but they can see, hear, and otherwise view so much more. Within a few seconds, the viewer can have an immediate emotional response to a video, which takes much longer with text, thus enabling marketers to reach even uninterested parties. Video’s ability to elicit an emotional response also makes them extremely susceptible to sharing via social media and other platforms.
Small business owners should consider online video advertisements hosted on pages like YouTube because the website will enable users to share and spread the video around the world, thus enhancing brand recognition. With YouTube and social media websites, users can quickly share videos. During the 2014 Christmas season, the British department store John Lewis produced an advertisement featuring Monty The Penguin. This advertisement reached more than 202,000 people within 24 hours. In 2013, the same company produced an advertisement entitled “Bear and the Hare,” which had over 198,000 shares within 24 hours. Through YouTube and Facebook, small business owners can quickly spread their brand around the world with video advertisements.
In a few years, it will be likely that you will view this piece as a video rather than as a written blog post because video marketing will soon dominate the advertising world. Video marketing has many advantages. Videos do not cost a lot of money to make, they impart more information than text, and they can travel around the world in just a few clicks.