Video producer and founder of Sydney-based Serious Levity, and author of Welcome to the Age of Emotion, Michael Langdon (pictured), said that video now makes up the bulk of internet traffic, suggesting that businesses not incorporating moving pictures into their marketing are missing out when it comes to presence online.
“Eighty per cent of all the internet traffic is now video traffic. There really are no businesses not suited to video,” Mr Langdon told My Business.
“One of our most successful and engaging videos is about an electric blanket! By global standards, it’s one of the most engaging videos ever produced.
“No matter your industry, video is the most engaging medium out there — you need it to stay relevant.”
According to Mr Langdon, his business has gravitated towards e-commerce projects because “we find that our videos are at their most impactful when it comes to converting prospects into customers”.
“Conversion rates go through the roof when we produce video reviews for e-commerce sites and we find that engaging, educational product overviews generate the most return on investment for our customers,” he said.
Weigh up cost with ROI
Cost, Mr Langdon admitted, remains the major factor turning off many businesses from incorporating video into their online marketing and social media.
“Price is the most common obstacle,” he said.
“[But] increasingly, brands are realising that video done at scale is extremely cost-efficient. And video measured correctly will see some of the biggest return on investment that your marketing department will see.”
According to Mr Langdon, while video generally does cost more than photography, the return on investment is generally greater because it captures the attention of customers for a longer period of time.
“Customers tend to scroll through photos quickly. An engaging video will hold your attention for a few minutes,” he said.
“More time spent on your site means more likelihood that your prospects will turn into paying customers.
“The shelf life of a video is very important to take into account, too — it really is a long-term asset that will continue to give.”
Advice for SMEs
For SMEs looking at cost-effective ways of incorporating video into their marketing and social media offering, Mr Langdon has these words of advice:
Top three dos:
- Aggregate your filming to maximise the amount of content you can get from a single day of filming.
- Be honest on camera — you’re looking to build trust through video, not quick sales.
- Invest in a video strategy, not one-off videos.
Top three don’ts:
- Let your video rot at the bottom of a site — get it exposure through as many channels as you can.
- Have a video on social media without subtitles.
- Have an awkward presenter be the face of your videos/brand. If you’re not comfortable in front of camera, get someone who is.