Online video viewing has increased exponentially over the past decade, and smart businesses are asking themselves what these trends mean for their overall marketing strategies. To answer a few of these questions regarding how current online video viewing trends could influence digital marketing best practices, we first turned to comScore’s “2012 US Digital Future in Focus” white paper to identify the trends shaping future video consumption.
Online viewing habits have only grown in the years since we first published this post and video marketing continues to be an important part of marketing strategy. With that in mind, take a look at what has and hasn’t changed over the past several years with online viewing habits.
Video Views per Day
“In 2011, more than 100 million Americans watched online video content on an average day, representing a 43-percent increase versus a year ago.”
More Americans watching videos means that more target audiences are now engaging with this medium online. In contrast to the past – when video viewing was carried out primarily by young, tech-savvy audiences – this newly video-optimized environment presents more opportunities than ever for companies to reach their desired prospective customers.
As a result, if you’ve ruled out video advertisements or video message delivery in the past due to low interest, it may be time to reevaluate the potential this medium holds within your unique marketplace niche.
Minutes per Video
“The average number of minutes per video view rose from 5.0 minutes to 5.8 minutes by the end of 2011, due in large part to the increasing adoption of long-form video content viewing.”
In addition to the number of video views increasing, the industry has seen a shift in terms of average viewing length. And while the move from 5.0 to 5.8 minutes might not seem significant, it’s worth considering that this increase stems primarily from the viewing of online television shows and movies.
What this says to business owners is that online video attention spans are increasing. What was once a medium composed primarily of throwaway video clip views now represents something that captures much more of the public’s attention. As a result, viewers may be more amenable to serious information or sales pitches delivered via video, simply because of the increasing presence online video holds in our lives.
Videos and Video Ads Published
“The volume of video ads streamed across the internet increased 20% versus the previous year, but the ratio of the number of video ads to total videos grew at a somewhat more muted rate, from 12.8% to 14.1%.”
Interestingly, although the number of video ads streamed online in 2011 increased significantly, the ratio of videos to ads changed only slightly – obviously due to the overall increase in videos published online.
And while this trend may not offer much substantive information on its own, it’s a trend that’s worth following. While video ads – especially those that make use of the highly effective whiteboard scribing style – may represent a profitable message delivery channel in the future, it will be important for businesses to watch for the point of saturation at which video ads become tuned out and irrelevant.
With these statistics in mind, we want to hear from you. Are you ramping up video production and dissemination in light of the trend toward higher online viewership? Are you seeing an increase in audience retention throughout your videos due to longer online video viewing averages? Or are you experiencing a change in video ad effectiveness, given the influx of new advertisers shown above?
Our video production process consistently delivers high-quality whiteboard videos. If they say a picture is worth a thousand words, just how much information do you think you could convey by pairing hundreds of individual, instructional images with compelling audio content in a whiteboard scribing video?
Studies have found that the amount of information transferred and retained when conveyed via video format is significantly higher than the amount of learning that occurs when topics are described using either audio or text-based methods alone!
As a result, whiteboard videos represent a great opportunity for conveying complex topics in a way that’s intuitive and easy-to-understand.
Here’s how the video production process works:
- Message Identification: The first step in any TruScribe project is to identify and clarify the message that will be delivered. You can do this on your own, or we can match you up with an experienced copywriter – either way, we won’t move ahead with graphics creation until you’re satisfied that your message has been structured appropriately.
- Concept Sketching: Once we’ve identified the key points that need to be made in your video, we’ll start the process of illustrating these topics with compelling imagery. At TruScribe, we don’t just use pretty pictures in your video animations – the graphics we develop are steeped with additional layers of information and make use of psychological cues to ensure that important points are understood and remembered by your audience.
- Audio Recording: You can either record your own vocal delivery of your message, or we can bring in a talented voice artist to ensure the tone of your video’s audio track sounds just right.
- Video Production: After you’ve signed off on our illustration concepts, we get to work on bringing your video vision to life. Throughout this process, we’ll film “live action” versions of your graphics, sync them up with your audio recording and integrate whatever video stylizations suit your brand and message best.
- Production Wrap-up: Once our initial video recording is complete, we’ll edit your video content, making sure that any custom intro/outro slides are added and that any calls to action you’ve set up will be highly visible in your finished product.
- Launch: After all of these steps have been completed, your message is ready to be set free! To assist you, we provide a variety of video files to suit your needs, including everything from compressed web files to portable Thumbdrive versions to full 1080 HD recordings that are suitable for the big screen.
Once you sign off on your video, it’s yours to use in whatever venue or capacity you deem appropriate. A few examples of situations in which the whiteboard scribing process could be especially useful in communicating complex topics include:
- Scientific Presentations: Whether you’re presenting scientific data to fellow researchers, investors or students, whiteboard scribing is a great way to detail these technical topics in an engaging fashion.
- Technical Sales: If the product or service you’re selling involves highly-technical components that must be discussed and understood as part of the sales process, the use of whiteboard videos can keep your presentation light without compromising its informative value.
- Sharing detailed information with the public: Occasionally, it’s necessary to convey messages to the public that can’t be summed up in a simple press release or article. In these cases, whiteboard videos may offer a more engaging medium for public and private organizations.
To see an example of how whiteboard videos can be used to convey complex topics, take a look at our portfolio page.
At TruScribe, we’re big on the power of stories. Whether you’re using these carefully constructed tales to sell, to inform or to achieve some other purpose, there’s no doubt in our minds that presenting information in this manner is one of the most effective ways out there to ensure that your point is understood and retained.
But what is it that makes the storytelling process so engaging? In fact, there are a number of different factors that bring about this result…
We’re conditioned to learn lessons from stories.
First, it’s worth recognizing that, as we grow up, we often learn important lessons through stories. We’re taught not to lie based on the tale of “The Boy Who Cried Wolf,” and not to stray from our parents as the unfortunate “Hansel and Gretel” quickly learned.
Throughout our lives, the lessons told in these stories were reinforced through real world experiences and information, conditioning our brains to respond strongly to this particular format. As adults we often overlook the role stories play in our lives. The reality is that when stories are used, we’re more likely to listen. Past experiences have shown us that good things come to those who pay attention.
Our brains prefer that patterns be completed.
In addition to understanding these mental reinforcement patterns that occur, we need to look at the school of Gestalt psychology – which focuses on pattern recognition – to understand what makes the process of storytelling so compelling.
On a basic level, our brains love to identify patterns – but when we do so, we want to see them completed. In the case of storytelling, once a story begins, it is this part of our brains that encourage us to sit still until the ending is resolved, as leaving the pattern uncompleted produces a sense of cognitive dissonance.
“Transportation” makes our thought processes more flexible.
Besides these two psychological processes, social scientists recognize something called “transportation,” which occurs when we become involved with a story line.
Essentially, when we’re “transported” into a story, we become more amiable to new thoughts and less likely to question details that don’t match up with our past experiences or real world knowledge. If a presenter says something we otherwise wouldn’t agree with, we’ll be more likely to let the discrepancy slide when listening to a story than we would be when presented with the same information conveyed in a different style.
For sales people and educators, “transportation” is critical. Too often, initial resistance – whether seemingly justified or not – derails message delivery before it can even begin. In the case of sales pitches, being able to overcome the skepticism potential customers often bring to meetings is an absolute must when it comes to connecting with buyers and closing sales.
As a result of all these different factors, the power of storytelling makes prospects and listeners more willing to engage with and accept the message being delivered – ultimately increasing the effectiveness of the overall story and the person sharing it.
To learn more about the processwe use at TruScribe to develop a compelling story for your company’s message, send us an email at GetStarted@Truscribe.com. Our goal is to set your message free, and we’ll show you exactly how the use of stories in the whiteboard selling is the ideal way to achieve this objective.
To understand why this is so important, we first need to look at how the search engines operate. Every search engine – including Google, Bing, Yahoo and a host of second-tier companies – maintains an “index” of all the web pages its automated programs have discovered on the internet. Then, when users enter search queries into their browser windows, these engines must parse through their indexes to determine which results to show, using algorithms that weight more than 200 factors when choosing the best possible results.
If your whiteboard video is selected as one of these top results, it will be listed on the first page of the search engine’s natural results area (as opposed to the sponsored results area). Achieving one of these top rankings is especially important when it comes to building traffic to your website via SEO, as few search users take the time to navigate past the first page of results.
With this in mind, if you plan to use your whiteboard videos to build free traffic to your website, you’ll want to adhere to the following guidelines in order to optimize your content correctly for SEO:
Step #1 – Know your keywords
Search results pages are created in response to the queries – also known as keywords or keyword phrases – that search users enter into the engines. As a result, getting your video included in these listings means that you need to be aware of the particular search phrases your customers are entering into the search engines, as well as which keyword combinations you’d like your video to appear in the search results for.
Good keyword research involves understanding two key components – search volume and competition. Ideally, you want enough people searching for your chosen keywords, as it doesn’t make sense to try to rank for phrases that receive no search volume. At the same time, targeting highly competitive keyword phrases (for example, “auto insurance,” “lose weight” or “make money online”) may be so difficult to break into given their existing competition levels that they aren’t worth pursuing.
Plenty of other resources exist online detailing how to choose the right keywords for your SEO campaign, but for now, it’s enough to know that you’ll want to have these target phrases identified before you begin the video creation process.
Step #2 – Add your keywords to target video promotion areas
Once your video is created, you’ll want to incorporate your target keywords into your videos in different ways. As an example, if you choose to upload your video to Youtube, you can include your keyword phrases in your file name, your video title, your video description and your video tags.
Doing so will help the search engines to understand what your video is about, though you should be careful not to over-optimize. Making each of the elements listed above appear natural (while still incorporating your keywords into these valuable places) will help to prevent the search engines from labeling you a spammer.
Step #3 – Use your keywords in your video’s content
Finally, if you plan on uploading your video to Youtube, be aware that this service automatically creates a text-based version of your video’s audio content for use in its accessibility services. Because these text files are also stored in the Google index, including your target keywords in the content of your video can give you an extra opportunity to inform the search engines as to what your content is about.
Contact TruScribe to learn more about how videos can be used to drive free search engine traffic to your website.
Whenever any new technology enters the market and becomes widely adopted, it’s met with a chorus of questions about whether or not the preceding era’s devices will continue to retain market share. In some situations – as in the case of the ill-fated 8-track tape – replacement is complete, eliminating the older technology from the market entirely.
However, in other examples, we’ve seen older technologies coexist peacefully beside their modern counterparts. Electronic readers haven’t totally wiped out printed texts, while plenty of DVD movies continue to be sold despite the superior Blu-Ray technology entering the marketplace.
So with these disparate examples in mind, is it possible that videos could replace blogs within the next five years?
My personal opinion is a qualified “No.” In many ways, text-based blog posts and web videos meet different needs for consumers. Because there are – and will continue to be – situations in which viewing video isn’t appropriate (at work, for example), I believe that text-oriented blogs will continue to retain audiences despite the presence of newer, flashier video content.
However, just because they may not replace blogs entirely in the near future doesn’t mean that video marketing shouldn’t be seriously considered. In fact, the rate at which online video is being consumed on both traditional and mobile devices is increasing so significantly that every company competing online should be using this new marketing method.
According to a Nielsen survey of over 27,000 online consumers in 55 countries, approximately 70% of global internet users watch videos online. Interestingly, North America and Europe actually lag behind other countries in online video consumption, with connected users in the Asia-Pacific region being 45% more likely to view mobile videos than the global average!
The conclusion I draw from this data – as well as trends indicating that US-based smartphone penetration is at its highest peak ever – is that your audience is watching video and they want more of it. In fact, I think it’s possible that we’ll even see viewership trends growing more rapidly to catch up with levels seen in other areas of the world.
So, if you’re a business owner trying to determine how to best reach your audience in these changing times, I’d offer the following pieces of advice:
- Investing now in online video could put your business ahead of others that haven’t yet adopted these technologies. There’s always a benefit to being the first mover when it comes to using new tools and techniques effectively, and although viewer participation is up, many businesses still haven’t integrated online video marketing into their arsenals.
- Don’t feel that your marketing investments need to be “either/or” in terms of choosing between text-based blog posts and videos. Pairing an engaging web video with a printed transcript in a blog post can create an effective combination that appeals to both readers and video viewers.
- Be careful when choosing the video production style that will best meet your audience’s needs. If you’re trying to educate viewers on your company’s value proposition or explain complex product dynamics, flashy, “viral style” videos may obscure the point you’re trying to make.
Finally, keep in mind that different audiences respond to online video in different ways. Since there’s really no “one size fits all” approach, it’s important to invest the necessary time to set up analytics tracking programs and metrics that will let you know conclusively whether your website readers respond best to video content or text-based blog posts.
We’ve all been there…accused of not listening to our significant others for one reason or another and immediately put in the dog house because of it. And though it is important to truly listen all the time (right, ladies?), it is particularly imperative to pay attention to what she says when talking about the engagement ring she wants.
Whether you’ve been thinking of getting engaged over the last few months or possibly even years, she’s likely been dreaming of the day most of her life.
The TruScribe team has been making unparallelled video scribing videos since 2011. Back in 2012, we teamed up with Robbins Brothers, the engagement ring store, to help explain what exactly is important when picking out an engagement ring…in case you missed it when she told you. And to help you out even more, TruScribe videos add the visual element, so you can literally see what is being said.
Beyond the 4Cs
When it comes to buying a diamond, the 4Cs – carat, color, clarity, and cut – are the most standard way to determine quality. Carat weight is the weight of the diamond and, when looking to purchase, be sure to have the diamond weighed in front of you. The color of the diamond can range from almost perfectly white to faintly yellow. The measurement of natural markings in the diamond is its clarity. This can vary from very, very small to visible markings by the naked eye. Lastly, the cut is how the diamond is cut to ensure that it sparkles.
While knowing these basics is a good starting point, it isn’t enough. Many online listings can be misleading because it doesn’t allow you to see the true beauty of the diamond – which is the big secret to why certain diamonds with the same specs are priced higher than others. Robbins Brothers offer a unique in-store experience that allows you to see diamonds under correct light conditions and with a microscope, so you can see it with true depth perception. The store also offers lifetime warranty on every diamond because they are hand selected for both quality and visual beauty, guaranteeing that the diamonds can last a lifetime.
For more educational videos on diamonds, wedding bands, metals, and so forth, visit the Robbins Brothers’ video library
Here at TruScribe, we know just how important listening is. But just like how the 4Cs aren’t enough for diamond purchasing, listening isn’t enough when it comes to retaining information. That’s why we combine audio and video messaging in our video scribing videos – to increase the retention rate by 65%, over six times more effective than audio alone.
One of the greatest aspects of the growth of the modern internet thus far has been the democratization of vast amounts of knowledge. If you’re interested in learning how to complete simple tasks, you can bet there’s a “how to” article out there that will meet your needs. On the other hand, if you want to study collegiate-level materials with some of the world’s top professors, you can find many of these virtual college classes available through programs like Coursera and iTunesU.
Basically, if you’ve got something to teach, the internet may just be your newest ally in disseminating information!
Of course, when it comes to online training, the way in which you convey information matters a great deal. While it’s easy to write up and distribute text-based articles, the unfortunate reality is that explaining complex subjects in this manner isn’t always an effective approach.
To understand why, think back on how you were taught difficult subjects in high school and college. While you certainly had printed textbooks detailing these concepts, you also had teachers and professors who would stand up in front of you to convey this same information in a visual and auditory manner. Really, if you thought calculus and organic chemistry were challenging subjects – just imagine how difficult it would have been to teach yourself these topics using text alone!
This necessary combination of both visual and auditory learning is what makes whiteboard videos so successful as a teaching tool. Not only does the combination of these two learning styles account for approximately 94% of how people learn, messages delivered in this way benefit from 65% retention – which is much higher than disseminating content via audio or text cues alone.
Another aspect that makes whiteboard videos incredibly effective from an educational standpoint is the use of storytelling to engage viewers and enhance both message delivery and retention. Think back on your high school days again for a moment. Chances are you can recall both good teachers and bad teachers. For most former students, the bad teachers were the ones who droned on monotonously at the front of the classroom, while the good ones were the teachers who put the effort into making students feel as if they were part of an ongoing story.
In addition to making use of these basic psychological principles, there are a number of other techniques that can be adopted to make whiteboard videos even more effective as learning tools. In some instances, the use of different highlight color markers can draw attention to key instruction points, making it possible to specify the pieces of information that you want your audience to retain.
As an example, if you’re using whiteboard videos to conduct safety training sessions for manufacturing workers, a red highlighter could be used to illustrate important safety concerns that staff members need to remember while on the floor. Alternatively, environmental advocacy groups may find the use of a green highlight color to be useful in terms of leveraging existing mental associations between the color green and environmental issues to share their concepts more effectively.
Example 1: TheThe Kahn Academy – Salman Kahn has created over over 3,300 on everything from arithmetic to physics, finance, and history. He is on a mission to help you learn what you want, when you want, at your own pace and is creating an effective library of learning for a global classroom. His use of ‘digital’ scribing (tablet and software instead of hand-drawn) strips down the gloss and gets right to the heart of the subject.
Example 2: Our own example of a great educational video is the video we did for Susan Weinschenk and for her book 100 Things Every Presenter Should Know About People. Here she outlines the top 5 things in a solid framework that delivers a solid chunk of applicable information to her audience.
Contact the Truscribe team today at GetStarted@Truscribe.com for more information on how whiteboard videos can help you to convey your organization’s message more clearly!
It isn’t just “kids these days” that have their noses buried in their mobile devices. Smartphone penetration around the world has never been higher, which has resulted in the tremendous growth of video content as an effective mobile marketing strategy.
Interestingly, according to data compiled by Nielsen, the month of March 2012 represented a turning point in the mobile world. For the first time in history, a majority of US mobile subscribers owned smartphones – with 50.4% of cellular plan holders carrying data-enabled devices, up from 47.8% in December 2011.
Even more intriguing is the increase in mobile device usage amongst key marketing demographics. Smartphone penetration is slightly higher amongst female users than with male subscribers, while more than 66% of members of the retail-friendly “25-34 year old” age bracket own and use at least one smartphone.
So what does this mean for your organization?
It’s worth noting that there are no existing segments in which smartphone usage is in decline. Data-enabled device penetration is growing – across genders, age groups, ethnicities and countries – and there’s no evidence that these trends will be reversing any time soon.
As a result, consumers are using their smartphones for more activities than ever. They use them to kill time with entertaining games, to answer questions on the fly, to research future purchase decisions (and even execute these choices while on-the-go), and much, much more. This enormous amount of engagement means that if your company doesn’t have a mobile marketing plan in place, you’re missing out on a key opportunity to reach your target customers!
It’s probably no big surprise that we at TruScribe are fond of video when it comes to potential opportunities to capitalize on smartphone engagement. But believe us – there’s a method to our madness…
Further data from Nielsen suggests that more than 30 million smartphone users in the US viewed video clips on their mobile devices in the third quarter of 2011 – representing both 14% of all mobile users and a consistent quarter-over-quarter increase from the same period in 2010:
With these statistics in mind, it’s easy to see how developing and launching videos for consumption on mobile devices represents an interesting new opportunity to reach prospective customers in a different way.
However, it’s also important to keep in mind that not all videos or video styles are well-suited for smartphone viewing. Highly-detailed, cinematography-intensive videos, for example, tend to lose their luster when viewed on the tiny screens of most mobile devices. At the same time, given the data costs that are sometimes involved in streaming video content, it’s also true that mobile videos must be extremely engaging in order to justify the possible expense.
Whiteboard scribing videos represent the perfect solution to these dilemmas. The clean contrast of a whiteboard and its drawing instruments makes these types of videos watchable on even the smallest of screens. In addition, the use of intriguing stories created through hand-drawn graphics and spoken words make whiteboard animation videos videos a particularly compelling type of mobile marketing content.
To find out more about how you can set your message free, click here to contact us.