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Video Marketing Benefits: The 4 Superpowers of Video

by MARCUS KRIEG, on Dec 19, 2013 1:42:00 PM

Over the past few years, video has taken over the marketing world. Many marketers consider it the most effective type of content.

And they’re right…

The average user spends 88% more time on a website with video, and ⅓ of all online activity is dedicated to watching video.

The amount of time people spend watching and engaging with video is only going to increase in the years to come.

So what’s the big deal?

Why do people love video?

Video Has 4 Superpowers:

  1. Attention
  2. Emotion
  3. Perceived Value
  4. Clarity

But if you want to be a marketing superhero, you have to wield these powers wisely…

Not just any video will generate ROI or increase conversions. You must know when to use each of these superpowers in the right place, at the right time, to see success.

Superpower #1 – Attention

Without a doubt, getting your audience’s attention is one of the most difficult parts of marketing your products and services.

They’re already overwhelmed with marketing messages. Your prospects don’t want to read another lengthy sales email or product description.

If you want to get their attention, you have to deliver your information in a way that they actually want to engage with — video.

According to Animoto, a product video is 4x more likely to be watched than read about in text; Forbes states that 59% of executives say they prefer video to text; and MarketingSherpa reports that video doubles time-on-page!

Clearly, people are willing to give their attention to a video, but it’s up to you to use this superpower effectively!

Superpower #2 – Emotion

When was the last time a piece of copy tugged at your heartstrings?

Laughing aloud or holding back tears aren’t typical responses to marketing and sales messages, no matter how well-written they are.

But video? That’s a different story.

The combination of visuals and sound evoke emotion much more effectively than text alone.

Viewers connect to video in a way that is unparalleled by other forms of content, which is why it’s the perfect tool to get an audience to take action.

For example, video increases email click-through rates by 200-300% and 64% of people say they are more likely to buy a product online after watching a video about it according to ComScore.

If you want to pull your viewers in, connect with them emotionally, and then get them to take the next step, video is the way to do it. 

Superpower #3 – Perceived Value

Simply put, video is perceived to be more valuable than text.

It’s no secret that video is harder and more expensive to produce. So when you decide to share a video, your audience will notice.

People will give you more time, more contact information, and even pay a higher price when you use video.

Not only that, but its perceived value can give you a major boost in organic website traffic. Video attracts 3x more organic inbound links, drives 200-300% more unique monthly site visits, and increases click-through rates from Search by 41%!

Superpower #4 – Clarity

Back in 1971, the dual-coding theory of education revealed that people learn more, and at faster rates, when information is simultaneously delivered verbally and visually.

Furthermore, about 65% of the population are visual learners, and another 30% are auditory learners.

If there’s one type of content that complements the majority of learning styles, it’s video.

In fact, Forrester researcher Dr. James McQuivey has found that just one minute of video delivers as much information as 1.8 million words!

So if you have a complicated product or service, video can help your audience follow along and understand your message.


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