Why online video for brands is a really good idea

| November 25, 2013

There is a buzz around online video and its effectiveness. Luke Hardiman explains what all the fuss is about. 
Online video as a tool for business is coming of age, whether in marketing, or internally for training and communications, and there are a whole heap of statistics around to support this.

Some of the most interesting have been collected together in this video. The video makes a compelling argument for why business is finding video to be so effective.

Some of the most interesting statistics are about the appetite for video. Youtube is still the second most popular search engine after Google, and 28 per cent of Google searches are for Youtube. So there is a huge audience not only looking for video content, but searching only for video. On top of that Forbes found that 75 per cent of executives surveyed said they watch work-related videos on business-related websites at least weekly with 52 per cent watching the videos on Youtube. So whether its for business or consumer, the audience is hungry for video content.

The way people behave when interacting with video is also very interesting. People will watch the video on a page before reading the text, and will stay on the page far longer with video than they will with text. On top of that, people recall video content significantly better than they do text. And because Google likes video content, a page with video is likely to rank significantly higher than the same page without video.

Of course the content is more important than the medium and engaging, audience-focused content whatever the medium is of great value, but presented as video its easier for the audience to find, more likely to be consumed and will be remembered far longer. As a test, why not watch this video, and see whether you remember better at the end of the day, the video or this blog.

Luke Hardiman of The Content Agency has been producing video content for some of Australia’s most forward thinking companies and institutions for 10 years, including BHP Billiton, UTS, The University of Newcastle and APN Outdoor.