We share great video production tips and teach you how to make video, especially online marketing videos. We want you to record video like a pro using simple tools like your smartphone, which is like having a movie studio in your pocket. We'll help you improve the quality of your video and sound. Mostly we recommend using free tools but sometimes it makes sense to spend a little money to avoid wasting your time.
How Many Words Is A Video Worth
Many online marketers who want to promote video like to repeat the
appealing info nugget of, “A one-minute video is worth 1.8
million words”. Surely it must be true since it is attributed to the Forrester
Research study “How Video Will Take Over the World” by Dr. James McQuivey.
Although video can be a powerful
marketing tool, unfortunately that nugget is little more than nonsense. Even a cursory thought
about at that statement should make us suspicious. Is it credible that one
minute of video should be equivalent to one and a
third printed volumes of the Encyclopaedia Britannica?
The trouble is, that magical “1.8million words…” nugget is an
extrapolation from the English phrase, “A
picture is worth a thousand words”. That is a figurative phrase and not the
literal truth. It merely says that an image can convey the meaning more easily and
quickly than a lot of description. The very reason why newspaper editors often
give photographs more space than the accompanying text in a story.
No matter how many words an image might
be worth, it is useful to know that videos ARE worth more than still images.
How do we know? Because it is based on hard facts from testing. Although some
tests have shown video to increase conversions by more than 20% let us look at
an example from The Grow Network.
The Grow Network's Sales Page with Video
One of their websites promotes growing organic food in a sustainable way. They also created instructional DVDs to guide enthusiasts through growing their own organic produce, and each is sold for $37. However, they used A/B testing to try and improve the conversion rate of their promotion.
Their control page contained their sales copy
and an image of Marjory Widcraft, an expert in sustainable living. The test page
featured the same copy but replaced the image with Marjory’s featured video. A/B
testing showed that the page with the video converted 12.62% better than the
page with the image.
What does that mean in monetary terms?
In the video Marjory says, over 250,000 copies
of the DVD being used. If all of those sales were from the site using the interview
video, then at a sale price of $37 the gross revenue is $9.25 million. If the
site had only used the image instead of the video then the revenue would have
been $8.21 million. So in this case video would have been worth an extra $1.0 million.
So why does video convert better than an image?
Video delivers more
product information for the viewer, it is detail rich and evn more so than an
image. Viewers can see the product in action and how people interact with it.
·Video also keeps
visitors on the site for longer, on average they stay for two minutes more than
on sites without video. That makes it more likely they will learn extra
information or the benefits of the product or service.
·Showing the person associated
with the company or product also helps the viewer to know and trust them. If
the video shows real people using the product and giving testimonials, then the
social proof enhances that trust.
·Finally, the nature
of the video may boost the authority of the person or company and hence the
viewer’s trust in them. In the case of the Growyourowngrocieries.com they
used a video of Marjory being interviewed by the local news channel. In a
sense, by interviewing Marjory the TV station gave her the status of “the industry
expert”. Viewers trust broadcasters to deliver the truth and extra trust would
no doubt help increase conversions.
Clearly in this case video would be worth
a lot more than an image. However, like all things in life, not all videos are
equal. You need to make sure the video used looks great and is effective.
If you want to learn how to make videos that will make a
difference to your business enroll onto my Udemy video course, Budget Video Production. This link will give you access at the special price of $10, a discount of 87%.
Today's post is based on a seminar presented by Liz Melville to a packed room during the Social Media and Marketing Show in Edinburgh in July of 2015. Liz has built three businesses using social media and currently runs her own Social media company helping clients to use social media effectively to generate real sales. However, the trick on Facebook, as you will discover below is not to SELL, SELL, SELL. You can watch the video I took of Liz's seminar (you'll get more details by watching) or you can read the summary that is the post below. Whichever you prefer I suspect it will change the way you use Facebook.
Research your ideal customer You need to know who is your ideal audience. Who do you want to find? You have to know who you’re looking for on social media. You might say, it’s everyone, but you would be wrong, that’s not your ideal audience. You need to think about who you really want to talk to and reach on Facebook and then tailor your message to them. So you need t…
Colour is more important to your business than you might
think. If you get it right you can influence your customers positively but if
you get it wrong your business will suffer as you give out the wrong message to
the wider world about your brand. The colours you use can significantly
influence potential customers when they judge you, your company and your product.
Apparently almost 85% of consumers claim the colour was the primary reason why they
bought a particular product. In the case of Heinz they made an extra $23m by
changing the colour of their ketchup, but more on that later. Colour can also
help create the story about your brand. If someone has no prior knowledge of
your business the colour and design of your logo will influence their
perception of your brand. Changing the colour alone can also change the brand
With the importance of colour in mind I spoke to
interior designer and colour consultant Jane Chrumka from Harmony Ridge Interior