THE POWER OF VIDEO MARKETING
The Internet has enabled brands to present their story and connect with customers like never before. People accept this digital reality as the new norm, but to be truly effective that technology must have a heart. In the endless barrage of videos and ads, people crave genuine, emotional messages. A candid video message from a person gives a face to your brand, making it feel authentic and trustworthy.
It’s no wonder video has become a big focus of marketers. Humans process visuals 60,000 times faster than text. Viewers comprehend a message quicker and feel an emotional connection. In fact, 51% of marketers said video has the best ROI of any type of content (Wordstream). But with so many videos out there, how do you take it to the next level and stand out?
One way is to combine video marketing with print marketing. Imagine flipping through a magazine and one ad becomes a video – that really sticks out from the rest! This grabs the attention of viewers and influences them to engage. So how do you combine print and video? Augmented reality.
With an app on their smartphone, a viewer can see the print ad come alive and turn into a video. This is an immersive experience that captivates viewers. Marketers are noticing. They are using augmented reality to supercharge their video marketing, from the basic entry level up to the most sophisticated campaigns.
Image Credit: ubergizmo.com
CAPTIVATE, CONNECT, ENGAGE, DIRECT
What’s so cool about augmented reality (AR) is that it makes video interactive. Viewers are more immersed in your storytelling and feel a real 2-way relationship. It sure is a refreshing change from all the contrived marketing out there that shouts at you. This captivates the viewer, fueling a deeper connection. An emotional bond engages the viewer, motivating action. Then you can direct them to complete an action, such as a purchase or email signup. This captivate-connect-engage-direct loop is the magic formula for marketing results. Done right, it leaves a positive impression, influences buying decisions and drives loyalty.
Research shows that the emotional impact of an ad has greater potential to influence buying decisions than the information in an ad. One study found that storytelling ads with an emotional appeal drove 1900% more social mentions than traditional advertising messages (Infrared). That means more sales – the storytelling companies spent almost ⅔ less on paid media per dollar of revenue.
Part of the emotional impact of video is due to its ability to showcase brand transparency. It’s a crucial factor these days: 94% of consumers are more loyal to a brand when it commits to full transparency (Inc.). With videos, you get a much more full picture, from body language to B-roll, and that makes your message more transparent.
Video isn’t going away. As technology advances, we are seeing more and more demand for it. People would rather watch a visually-entertaining video of your message, instead of reading lines and lines of text. And that translates to bottom line results – marketers who use video grow revenue 49% faster than non-video users (Wordstream).
If you want to use augmented reality to take your video marketing to the next level, you can learn more here.