10 Things You Need to Know About Online Video

Online video isn’t new, but it is something that many don’t know a lot about. If you’re not in the video industry, it’s hard to know the details of what online video consists of and how it can help you. Below I explain 10 things I think everyone should know about online video to give you a better idea on how this medium can help you in your marketing efforts:

1. Online video is a convenient, engaging form of communication

Online video is the most engaging form of communication because it’s entertaining and easy to consume. People with busy, fast-paced lives can find and view online video anywhere they have a few minutes of downtime. And viewing a web video actually makes people want to buy. According to Digital Sherpa, web visitors are 64% more likely to purchase a product after viewing a video on the same site.

2. Online video is perfect for mobile devices

More people are now searching the web with their mobile devices than with desktop computers. While it can be difficult to read a lot of small text on mobile devices, they’re great for watching video. In fact, a recent Cisco study reports that by 2019, 72% of mobile data traffic will be video content.

3. Online video is quickly and easily shared among tribes of like-minded people

Social media tends to group individuals by their interests, hobbies, and communities. A video that resonates with a specific group of people can be shared quickly through social media channels.

4. Online video is a 24/7 education tool

Your online video is an ongoing tool that educates your prospects and never takes a vacation or sick day. It’s continually out there working for you to educate prospects and lead them into your sales funnel. 

5. Online video does not have to be expensive to be effective

Sometimes the simplest communication can be the most effective. Professionally produced online video can be created for around $1,000 per finished minute. Find an experienced producer that can work within your budget and has a track record of successful results with online video.

6. Your audiences demand online video

Static brochure websites are now a thing of the past. Audiences demand and expect websites that include dynamic content like video to tell your story quickly and effectively. Dealers, employees, and other stakeholders also expect video for many purposes like meetings, training portals, and tradeshows.

7. Online video is a critical part of the marketing mix

Digital Sherpa found that one-third of all online activity is now spent watching online videos.  As this trend continues, you’ll want to add a consistent flow of new video content to your marketing mix.

8. Online video has a shelf life

You can expect your online video to be relevant for only a few years. Products change and businesses evolve and over time, the effectiveness of an online video will diminish.  After a few years, you can expect to update or redo videos.

9. Videos increase viewers understanding of your product or service

According to Digital Sherpa, videos increase viewers understanding of your product or service by 74%. Not only is your online video able to explain your product or service quicker, it can also do it more accurately and consistently than a salesperson. Of course, you still need the salesperson to answer questions and close the deal, but video will start the process.

10. Online video is great for email marketing

Email marketing is a proactive way to distribute and promote your online video. Digital Sherpa states that subscriber to lead conversion rates increase 51% when a video is included in the email marketing campaign. 

As you can see, there are many little details about online video. When thinking about creating online video for your business, be sure to keep these 10 things in mind. 

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Tim has been in the media production industry since his days as a U.S. Navy shipboard news anchor in the 1980s. Tim has a BA in Visual Communication from the University of Minnesota School of Journalism and Mass Communications. He has been President of Mastcom since 2002.