GRAB ATTENTION! Why animated explanatory videos build traction (CLIPATIZE Whitepaper)

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In 1922 the great inventor and visionary Thomas Edison prophesied: “I believe that the motion picture is destined to revolutionize our educational system and that in a few years it will supplant largely, if not entirely, the use of textbooks." This is a detailed yet comprehensive memo on the benfits of video as a marketing tool. People don't read what you write on your website, because on average visitors spend 10 seconds viewing it - it's up to you to get their attention! How? Make it quick, make them empathize with your story and also, be clear about your message. We make explainer videos, so we work with the art of explanation every day, we hope you enjoy this white paper written by Jakub (Kuba) Lebuda - Co-founder and CEO at Clipatize. Looking forward to your comments!

Transcript of GRAB ATTENTION! Why animated explanatory videos build traction (CLIPATIZE Whitepaper)

  • 1.Why animated explanatory videos build traction Why animated explanatory videos build traction white paper by , www.clipatize.com Grab attention! Grab attention!

2. Attention, attention... [1] Is Google Making Us Stupid?, http://www.theatlantic.com/magazine/archive/2008/07/is- google-making-us-stupid/6868/ Express your ideas in a way that people stop, listen and remember! Be smart about this, your success depends on it. We live in the age of information overload. Broadband Internet, tablets, smart-phones and free data plans have changed content consumption patterns. Studies show that - as Nicholas Carr writes - we zip along the surface like a guy in a Jet Ski rather than dive into the sea of words.[1] Sifting, browsing, googling, and surfing - all that means that there is less attention you can expect from potential customers. Attention has become the truly scarce resource in the digital era... Why? Sifting comes from the urge to keep oneself up-to-date, within the time limits we must live with. So clients will be put off if you explain in the traditional way: huge manuals or extensive demonstrations just do not fit the bill! It is a challenge to grab some attention in the first place, but then an even bigger one to make a full use of it, before your customer chooses to leave your website... 22 3. How much is too much? the website increasing the average time spend by 9%.[2] According to eMarketer, consumers tend to prefer video (and SEM) to other digital advertising formats. Furthermore, the Forbes Insight (2010) found that 59% of senior executives prefer video over text, and this figure has risen by 80% just between 2009 and 2010.[3] [2] Internet Retailer, http://www.internetretailer.com/2010/10/07/living-direct-r aises-conversions-video-demos [3] Video in the C-Suite: Executives Embrace the non text web, Forbes Insight, http://images.forbes.com/forbesinsights/StudyPDFs/Video _in_the_CSuite.pdf On average, you can expect some 10 seconds of your customer attention while he visits your website. This is when the visitors decide whether to stay or leave. And this is when you HAVE to put your value proposition on the table or engage him/her into further exploration. Jakob Nielsen, the usability guru, claims that the longer one stays on the web page, the more engaged and committed one will be. The visitors will usually read a quarter of the text they see, so as Nielsen says unless your writing is extraordinarily clear and focused, little of what you say on your website will get through to customers. From that stand point, a clear and consistent story is a must! The visitor will either leave quickly or stay for long (this is often called negative aging in Weibull distribution). So if you manage to put your message across, the visitors will gain confidence that staying there is worth it! But how to attract attention? Videos are generally considered more attractive than text. They have a general positive influence on the time spent on 3 4. Video over text? Explanation builds trust. Video is now the right choice when you seek to explain complex, highly innovative or technology-intensive products. A survey by Forbes from 2010 shows that 51% of consumers who watch videos believe that watching product videos makes them more confident in online purchase decisions, and these people would often refer to the video clip more than once ! The Website Magazine confirms the assumption that a product video drives consumer purchase confidence and as a result, 52% of them would be less likely to return the products they bought.[4] Dell has credited video for reducing help desk service volume by 5% [5] - so video is a natural self-service tool that cuts down the costs of customer support. Another study of Internet Retailer run in March 2011 reports that customers that view product videos are 144% more likely to finally buy the products they watch.[6] These figures show that once customers become familiar with the offer and understand it, they are more willing to [4] Website Magazine, http://www.websitemagazine.com/content/blogs/posts/archi ve/2012/04/01/product-videos-lead-to-consumer-confidence .aspx [5] The Australian, December 2010. [6] Internet Retailer, http://www.internetretailer.com/2011/03/07/product-videos- raise-purchase-likelihood-stacks-and-stacks 4 5. make a purchase decision and what is more, avoid a post-purchase dissonance! Another symptom of the power of video was noticed in a general perception of this medium. According to Experian 2012 Digital Marketer: Benchmark and Trend Report, the word video in the email subject line encourages people to read the email (specifically, mass mailing emails): the open rates increased by 7-13%.[7] Furthermore, videos in mass mailing increase the CTR by over 96% (other sources show an increase of even 200% or 300% depending on the data base quality and market segment addressed).[8] [7] Experian, http://go.experian.com/forms/experian-digital-marketer- 2012 [8] Implix 2010 Email Marketing Trends Survey. 5 6. Higher conversions. Performance measured. Examples show that a product video actually boosts sales, so its an investment worth making. According to Shoeline.com, the online sales conversions rose by 44% by using videos to showcase products. Frank Malsbenden, VP and GM of Vision Retailing Inc., the parent company of Shoeline.com confirms: With such positive results on our existing videos, the goal right now is to add video to as many of our products as possible. Similarily Zappos reported a 6% to 30% sales increase for products that featured videos apart from regular text information.[9] This is confirmed by an IAB Report prepared with Nielsen, Yahoo and Microsoft Advertising in 2012 which shows that visual product viewing options were considered more effective than any other site medium.[10] Additionally, product videos both provoke and allow for a strong ROPO effect (Research Online, Purchase Offline). Google Blog reports that 79% of smart-phone owners use their devices to aid in shopping, and 74% of smart-phone shoppers make a purchase finally. Explanatory videos can be well delivered and watched over a mobile device and contribute to the purchase decision.[11] [9] ReelSEO, http://www.reelseo.com/video-demos-sales-zappos/ [10] A Comprehensive Picture of Digital Video and TV Advertising, http://www.iab.net/media/file/Digital-Video-and-TV-Advert ising-Viewing-Budget-Share-Shift-and-Effectiveness.pdf [11] Google Mobile Ads Blog, http://googlemobileads.blogspot.com/2011/04/smartphone-u ser-study-shows-mobile.html 6 7. SEM/SEO arguments. Marketingweek claims (2011) that an average of 70 out of 100 search listings would contain video. That means that search engine optimization can be achieved by including an explanatory clip on your website. This is confirmed by Bruce Clay Inc., one of the top SEO/SEM firms in the world. The Bruce Clay himself discusses video as a so called engagement objects that are of crucial importance when it comes to organic and universal search.[12] It is these objects that cause visitors to engage and interact. Clay says: "In the case of video, we believe that as one of the more important engagement objects, Google has actually started to build it into the algorithm. To us, that means if your website has engagement objects on it, video or mp3 it is going to be received by the algorithm better and your site will actually have an opportunity to rank better. I think, that a year from now, we are going to be sitting here saying 'if you don't have video, if you don't have engagement objects on your website, you are just not going to rank.[13] This seems to be confirmed by the Forrester Research that found that videos are 53 times more likely traditional web pages to receive an organic first-page ranking.[14] This needs no further comment, does it? [12] ReelSEO, Without Video, Your Website Will NOT Rank In The Future, http://www.reelseo.com/engagement-objects-seo/ [13] ReelSEO, Without Video, Your Website Will NOT Rank In The Future, http://www.reelseo.com/engagement-objects-seo/ [14] The Easiest Way to a First-page Ranking on Google, Forrester.com, http://blogs.forrester.com/interactive_marketing/2009/01/th 7 8. Video stirs emotions and imagination. All that you have read so far is not only consistent with intuition, confirmed by earlier quoted market data but also proven by a bulk of scientific evidence coming from brain/mind research. The idea that the use of motion picture in communication or learning enhances cognitive abilities is not new at all. In 1922 a great inventor and visionary Thomas Edison prophesied: I believe that the motion picture is destined to revolutionize our educational system and that in a few years it will supplant largely, if not entirely, the use of textbooks.[15] Although Edisons vision has not yet been fulfilled, it can be argued that in his day neither the technology nor mindset were there... It seems that nowadays both are here more than ever. Movement is the most efficient attention grabber. We are genetically programmed to pay attention and react to moving objects, instantly and sum-consciously, as this has been the matter of survival for our ancestors (imagine that something crawls into your field of view just as you read these words, you would end up on your feet (if not on your desk!) well before you start questioning yourself about what is going on!). Dale postulated that it is the rich full-body hands-on experience that is the bed-rock of all education, arguing that learning becomes more and more difficult if we rely on more abstract objects like verbal symbols (text), which ended up right in the very vortex of his Cone of Experience. [16] Coming down the Dales cone abstract verbal symbols are followed by visual symbols, voice recordings, still pictures, then motion pictures followed by all types of interaction with real objects, from simple display of exhibits to real hands-on experiences involvin