Leveraging Video Marketing: Amplifying Engagement
In an era where video marketing has taken center stage, the way we distribute and engage with our audience can make all the difference. Jeremy recently highlighted some pertinent challenges in this domain, shedding light on how even well-produced videos can sometimes fail to retain the viewer's attention and direct it towards the intended message.
A Common Pitfall with Video Distribution Platforms
Take for instance, the case of a political candidate's promotional video on YouTube. After investing time and money into producing a compelling video, the last thing any content creator would want is for their audience to be redirected to unrelated content. But that's precisely what happened at the end of the video. The video's conclusion led to recommendations like a video on a 'zombie apocalypse' and another on 'Eli Manning'! Youtube is designed to keep your audience on Youtube, even if it means veering them away from your original message.
The Missed Opportunity with Native Video Embeds
To eliminate diversions, some marketers use native video embeds on websites. But those also have challenges. Specifically - a lack of interactivity and engagement. Instead of a conversation, videos merely shout at the viewers without providing them an opportunity to engage back.
However, there's a silver lining. Using an embedded video with a built-in engagement mechanism can transform the viewing experience. The end of a video can prompt viewers with a question, ensuring they are not just passive consumers but active participants.
Video Engagement Statistics You Should Know:
Viewer Retention: According to a study by HubSpot, 95% of a message is retained when watched in a video compared to 10% when read in text.
Preference for Video: The same study highlighted that 72% of consumers prefer learning about a product or service through video.
The Future of Video Marketing
As content creators and marketers, we must continually evolve our strategies. The goal isn't just to share a message but to create avenues for our audience to interact, engage, and become part of the narrative. By leveraging platforms and embeds that offer a two-way communication channel, we can ensure our message resonates deeper and longer.