Why are more and more companies are using video on their websites?
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|Why Video Script
Why are more and more companies using more and more web videos?
I'm going to organize this presentation around three main points: Pressure, Popuplarity, and Power.
We're all dealing with the reality of a flat economy, in which we seem to be competing with everyone for every dollar.
In this kind of economy, cost-cutting only goes so far.
Eventually you have to start thinking about building revenue.
You build revenue by innovation.
One of the areas where you can innovate is in communication, and in this presentation I am talking about Web Video.
At this point in time video is more than half the traffic on the web, and it's increasing by 50% per year.
People who watch video on a website are 85% more likely to buy than those who don't.
90% of the people on the internet use YouTube at least once a month, and that totals about 2 billion people.
At this point in time the air is filled with video content being beamed to phones and tablets, and if you don't own some of that content you are not in the game.
If a picture is worth a thousand words, then a video is worth a thousand pictures.
It's the next best thing to being there in person.
Video is powerful because it appeals to two senses at the same time- eyes and ears.
Video reduces multitasking by your site visitors.
If you look around you will often see people listening to music on their phones while looking at static web sites.
With video they have to open their ears as well as their eyes.
If you've heard the phrase "Glued to the TV," you have heard a testimonial to the hypnotic power of video.
This means that video is an excellent platform for doing persuasion.
Effective persuasion starts with emotion and then works with logic.
All of this has been encapsulated in the new science of neuromarketing.
A lot of the research in neuromarketing has been done with the help of functional MRI's, which allow us to watch the brain in motion.
This research has indicated that a lot of our final decision-making is done with the Reptilian Brain, which works with the primal emotions of fear, hunger, and desire.
People who study communication say that in face-to-face meetings, about 50% of the information is transmitted through facial expression, 40% from tone of voice, and only 10% from the actual words.
This is why talking heads are so common in videos.
When you use video you can also engage the power of story.
There is a saying in Africa that "God created humans because he enjoyed hearing stories."
People have been sitting around campfires telling stories for 10's of thousands of years. In more recent times we have been gathering around a different kind of fire- TV.
Even if we aren't hard-wired for stories, we are certainly well-trained to appreciate them by the stories our mothers read us as children.
Brain research also indicates that when people are listening to or watching a story, their brain releases increased amounts of feel-good chemicals such as oxytocin, dopamine, and seratonin.
Video also allows you to tap the power of structure.
There is an emerging sub-science known as Neurocinematics, which seeks to understand what kind of content is most effective.
They have found that structured content produces a more consistent gaze map by multiple viewers than unstructured content.
This means that structured content will deliver the same message to many people.
Video is the most powerful form of communication.
Why settle for less?