Consumers of online content simply cannot watch enough videos. The conversion of the widespread availability of high speed and wireless internet connections and the emergence and popularity of mobile devices like cell phones and tablets have made videos the most popular format of content viewed by users of the internet.
Digital marketers now use video as a powerful tool to attract large numbers of consumers to websites for small and midsize businesses in all kinds of industries.
The rapid rise of social media networks has changed the way people communicate and conduct business, and video content dominates platforms like Facebook, Instagram, and Twitter. Videos are highly effective communication methods that are used for a wide range of marketing and internal business uses and applications, including:
Over 2 billion online users watched some sort of video content on a mobile device in 2019. That number is expected to climb to 2.72 billion by 2023. Video marketing is now fully entrenched into the way we live our lives and will be an impactful form of communication for many years to come.
There was a time when commuters would rely on newspapers, magazines, and books to help pass the time on the way to and from work every day. Today, train cars and buses are filled with people watching videos on their cell phones or other mobile devices.
Office workers and students across the country sneak views of the latest viral videos throughout the day while they should be doing other things.
Depending on where they are or what they are doing, it is often difficult to hear the volume on videos, or it will simply give you away. Because of this, much of the online video viewing that occurs on a daily basis is done with the sound down or all the way off. Marketing videos that are optimized to capture the interest of the viewer and are easily understood without the addition of sound appeal to a larger segment of the viewing population.
Information consumers receive from video content is far more likely to be remembered and retained than the written word or photos. Businesses see better conversion and bounce rates for web pages that contain video content.
In today's crowded digital landscape, it is critical to utilize professional video content that is optimized for the widest reach and greatest impact. The following are some ways to optimize silent videos for the greatest impact:
Videos on social media and other outlets come and go so quickly, and you only have a few frames to get the attention of the viewer. From the first frame, you want the viewer to be wondering what comes next, increasing the chances they will watch until the end and get your complete message of the video.
In today's crowded digital age, marketing videos need to stand out above the competition. Bright colors, quick video clips, animation elements, and dynamic motion graphics will more than makeup for sound and will draw eyes to the video and keep them there.
The target audience for silent marketing videos is a consumer who is on the go or simply does not have a lot of time. These videos need to be kept short. They should tell a story and deliver your message in 30 seconds or less. Silent videos are tailored to viewers who are multi-tasking or have their minds otherwise occupied.
The visuals in marketing videos must do the heavy lifting—the information you need to deliver your message clearly and concisely. Calls to action like phone numbers or web pages must be large and remain on the screen long enough for the viewer to remember it. The use of motion graphics and text can help tell your story and deliver your message without the use of sound.
When needed, subtitles and captions can be used for clarity when dialogue is needed to convey your marketing message. Too much dialogue will force the viewer to divert their attention away from the other visuals on the screen, but shorter dialogue sections will be best served by the addition of subtitles.
Captioning videos with animation elements or bold text styling will draw more attention and make it easier for viewers to follow along with the content.
There is something absolutely hypnotic about animation. It draws the eyes in the takes the mind on a journey outside of normal conventions and realistic visuals. The animation is highly effective in silent marketing videos to entertain, engage, and inform potential customers. Viewers of animation are far more likely to develop a connection to the content and your business.
Memes are effective at adding some humor to your digital marketing efforts. You can relate to your audience when you poke fun at yourself and your industry in a light and funny way.
Native advertising is a marketing approach designed to blend into the original content type. Search engines and social media platforms place an increasing priority on content that follows a news-type presentation style. Silent videos that are produced and adapted to mimic news stories and features will add credibility to your business and your brand.
The only way to grow your business is to keep up with the latest ways to get your message and your brand out to the largest numbers of potential customers. With more people watching more video than ever with the sound down or off, it makes sense to cater to marketing video content to that large group of consumers.
Producing videos that are either silent or just as effective without the sound will widen your reach and make content accessible to more online users.
Until next time, Be creative! - Pix'sTory made by Torrey Tayenaka
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County-based video production agency. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain, and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations.
Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining, and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.