Gratifying and powerful

I find it so gratifying in the age of instant analytics in our immediate results-based world, LMP clients really do benefit from our services long after we wrap up a project. One recent example happened this week while watching the NHL playoffs and seeing commercials that we produced over a month ago still delivering a poignant and powerful message. Video has that effect and will hold up over time.

And video marketing is no different. Companies and organizations are regularly updating their website content and more and more are using video on their homepage due to the fact search engines such as Google, Bing and Yahoo prefer video on the landing page and rank pages higher for that reason. One bonus to the boost in search ranking is once your highly ranked site is visited, that person will be spending more time on your site because of that same video. An average website visit on a non-video homepage is 43 seconds while a visit to a homepage with video is almost 6 minutes, 5 minutes and 50 second to be exact! Simply put, people will stay on your site more than 8 times longer if you have video on your homepage. Those two reasons are convincing enough until you learn that those same website visitors will use your site more, visiting more pages, to the tune of 80% engagement. Those are powerful numbers to consider for people looking to add a little zest and color to their marketing.

One fact we’ve known for a long time is that people really do remember what they watch and the stats bear that out too. Researchers have proven that 72 hours after people who watch a video they will retain 68% of the information versus 10% retention for those who read text or hear audio of that same material. For those of us looking to create a message that will stay with your viewer, those are very compelling numbers.

If you’re creating content in a selling process, promotional or recruiting campaign or looking to create a lasting memory for an event, using a well-produced video should provide the solution. The numbers back me up.

-Jim Johnston

1.8 Million reasons

I enjoy reading and I’m betting most of you do too. Finding the time to read during our busy days and weeks can be challenging. It can take a week or two to finish a 250-300 page book you really enjoy reading.

After reading a recent Forrester Research report, the question I’m asking myself now is why take the time to read when I should be watching more video.

Research has shown that ONE minute of video is equal to 1.8 MILLION words! Considering an average book contains 70,000 – 90,000 words, that would mean one minute of video equates to reading 20 books! And the retention of seeing and hearing a message is 3-6 times greater that reading or only hearing a message. Impressive.

We’ve watched successful fundraising campaigns be anchored by an emotional and very powerful video messaging.  Because it just works.

The depth of information and emotion that can be conveyed and retained in one minute can make a huge impression … or 1.8 million!

-Jim Johnston

Give ’em what they want

Talented speech writers and presenters work tirelessly to create compelling content for their audience because they understand we all want to be entertained while hearing their message. You’ve sat through more than one boring, flat presentation that didn’t connect with you or the audience. If the presenter had taken time to consider the audience when crafting the message the results would be more favorable for all involved.

When in the discovery phase of creating a video project, a couple of items to consider: who is your target audience and what do you want them to know. Building on those elements and keeping a consistent message will be key components to create  a successful video. Add a well thought out creative concept and you’ll create a winning formula for your audience and net you the results you want.

Another factor to consider is keep it brief. Our culture communicates in short texts, Facebook posts and tweets of 140 characters or less. We’re expected to tell a compelling visual story in 2 to 3 minutes or less! And brevity is not a trend. Our collective ‘video attention span’ continues to gets shorter and shorter, so it is paramount to be on target and concise!

If you do the pre-production work upfront with a plan to maintain your creative message, satisfying your audience won’t be an issue. You’ll  hit ’em between the eyes!

-Jim Johnston