Happy 4th! This month we were fortunate enough to give a presentation on video marketing at the Managing Your Business in the 21st Century SBDC event in Alpharetta . Some of the topics we touched on:

Now is a better time than ever to invest in video content for your business. It creates an emotional connection in your viewers, there are fewer technical barriers to creating video every day, and you can personalize videos to specific audiences and platforms. (http://www.huffingtonpost.com/vala-afshar/how-video-marketing-will-_b_8962102.html)

Video content has some significant selling points. Visuals in general tend to send a stronger message than words. For example, which would you pay more attention to: A sign saying “please pet the friendly dog,” or a snarling dog standing beside that sign? Besides video being a strong communicator, with the advent of autoplay, it’s easier than ever to put a video into position to gain a new audience. People are becoming more and more used to thinking of videos as an educational source; Youtube is now the second most popular search engine (after Google).

Some numbers: Shoppers are 85% more likely to purchase a product after watching a video Screen Shot 2016-07-07 at 11.36.02 AM

(http://blog.crazyegg.com/2015/03/05/videos-boost-conversion-rates/ ) and 82% of B2B marketers reported success with video marketing initiatives  ( https://www.vidyard.com/blog/b2b-video-marketing-metrics-research-report/ ) This is good news for businesses with online stores, but video can be a great tool even for companies with different business models.

Videos, and in particular, animated videos, are very easy to remember. A police sketch artist once found that he had greater success (creating drawings of suspects that people could identify) after he started making those drawings more exaggerated caricatures, instead of purely representational images.

"That's not a bad idea"

“That’s not a bad idea”

In other words, a caricature can be a much simpler concept to draw, and achieve better results at the same time. It’s not too hard to see how animation works in the same fashion: it’s an exaggerated version of reality, and videos that take advantage of this trait can be much “stickier” in the mind of the viewer.

Screen Shot 2016-07-07 at 11.26.17 AM

Our presentation then covered some specific kinds of videos, including promotional videos and education/explainer videos. Generally, promotional videos tend to create hype for a brand and get people interested in finding out more about it, whereas educational videos don’t necessarily focus on a specific brand, but instead create awareness about how a specific industry works (of which that brand might belong to).

Finally, there are several types of animation that have worked well in the past in promoting or explaining a business:

"And these are...wobbly heads"

“And these are…wobbly heads”

Whiteboard animation (looks like a hand drawing concepts on a classroom whiteboard), typography/motion graphics (usually text or symbol heavy, and with capital-M Minimalistic graphics), screencasts (typically a mockup of how a feature on a computer or mobile device works), stop-motion (looks like paper cut-outs moving across a screen), or 2d /3d animation (often a good medium for using “characters” to act out a story).

Hope you had a great 4th, and we’ll see you soon!