Cloudinary Blog

Sharing Visual Information: Eight Reasons to Engage With Your Audience Through Video

Prosper Otemuyiwa
By Prosper Otemuyiwa
Sharing Visual Information: 8 Reasons for Video Engagement

According to Wyzowl’s The State of Video Marketing 2019 survey, 68 percent of the respondents say that they learn about new products or services by watching short videos. That’s a significant percentage! And a sizable chunk of your potential customers are many of those folks.

In addition, The Story Lab reports the following:

  • Eighty percent of website visitors would watch videos; only 20 percent would read text.
  • Eighty percent of all Internet traffic is video.
  • If it contains video, your website is 50 times more likely to appear on the first page of search-engine results.
  • Nearly half of the people who watch videos online act in response.
  • Three quarters of executives watch work-related videos online.
  • If its content answers questions from visitors well, video boosts conversions by 30 percent.

Well worth repeating is the finding that 80 percent of all Internet traffic is video. All those facts and figures attest to the conclusion shared by many that video is paramount for sharing online content and visual engagement.

Webinar
Delivering Compelling Video Experiences at Scale

Distinctive Attributes of Video

Eight attributes account for the uniqueness of video, as described below.

Video Is Captivating

Visual storytelling grabs attention fast because it attracts our sense of sight, reasoning, hearing, and, at times, speech, too. A short video that’s inspiring enough would automatically motivate the audience to delve into the details.

Video Engenders Emotion

The message a well-made video conveys resonates far and wide. A case in point: I adore the Nike brand. To me, Nike commercials tell moving stories, often making me cry tears of joy, laugh, smile, and sometimes have goosebumps.

Here’s an example: “Dream Crazier.”

And here’s another one, which introduced Beatrice Vio and her inspiring story to me: “Stop at Nothing.”

Video Is Educational

Nowadays, videos on useful tips and suggestions abound online, from which many of us can learn a lot.

For example, I learned how to perform cardiopulmonary resuscitation (CPR) from a video. Text-based tutorials, no matter how well-written, can never rival the speed at which an instructional video can teach. In fact, watching instructional videos is akin to looking in a mirror and witnessing someone perform the tasks in question. All you need to do is follow.

Video Is Empathetic

Given that empathy is a crucial factor of success, video evokes empathy much more assuredly than written text. Needless to explain why: the visual way trumps.

True to the proverb that necessity is the mother of invention, many enterprises were born from a burning need for something. In creating a product or service to satisfy that need, viyou can show your audience through video that you understand and feel what they are experiencing from within their frame of reference. Why? Because video is an exceptional tool for expressing empathy.

Video Conveys Messages Faster and More Readily

A picture is worth a thousand words; a video, a whopping 1.8 million words. An abundance of information resides in even a short video, which, when played, delivers the message faster than other alternative media, such as blog posts and product documentation.

At their orientation, new employees would always opt for watching videos that explain the company’s operations, policies, software systems, and so forth rather than read manuals and other writeups on those topics.

Video Is Memorable

Video stays in our memory. According to the Online Publishers Association, 80 percent of all Internet users can recall a video ad on a website they visited in the past 30 days. Forty-six percent of those people took related action afterwards, as follows:

  • Twenty-six percent looked up more information about the subject of the ad.
  • Twenty-two percent visited a website named in the ad.
  • Fifteen percent visited the website of the company that produced the merchandise spotlighted in the ad.
  • Twelve percent purchased the product featured in the ad.

I still vividly remember the video ads on MTN Nigeria, Emzor paracetamol, Blue Band, and some other popular Nigerian brands, which I watched as a teenager. No wonder that Nike is leveraging the memorability of video in its marketing campaigns, relaying the story of superstars and talented athletes as an engaging accompaniment of Nike’s merchandise.

Video Communicates Nonverbally Yet Effectively

Video’s nonverbal expressions, such as eye contact, body postures and movements like hand gestures, and nods, constitute a universal de facto language. If done well, video is an outstanding communication medium.

Video Prompts Sharing

Humans are social beings who instinctively share what they enjoy. Videos prompts sharing by default. After watching an impressive video Nigeria, there’s this common slag, “Come and see oh” That means “I just saw something interesting. Come look!”

I’ve lost count how many times friends and family have shared videos with me on Twitter, Instagram, Facebook, and Whatsapp. Not only does sharing show caring, it also spurs a sense of fulfillment.

Be sure that the videos you create tell a good story. Subsequently, whether they are inspiring, instructional, educational, or emotional, they can lead to endless sharing among peers and networks.

Conclusion

Video is an invaluable medium for visually transmitting information. Need more convincing? See these statistics from IdeaRocket:

  • The average consumer watches about 206 videos per month.
  • If both text and video are available for a specific topic, 59 percent of senior executives claim that they are more likely to choose video.
  • Consumers spend 88 percent more time on a website that contains video.
  • Video content generates 1,200 percent more sharing than images and text combined.

Cloudinary’s dynamic video platform enables businesses to simplify the video publishing workflow, engage and convert customers across all web, mobile and social channels, and effortlessly adopt new trends to keep up with customer expectations. Try it for free today!

About Cloudinary

Cloudinary provides easy-to-use, cloud-based media management solutions for the world’s top brands. With offices in the US, UK and Israel, Cloudinary has quickly become the de facto solution used by developers and marketers at major companies around the world to streamline rich media management and deliver optimal end-user experiences.

For more information, visit www.cloudinary.com or follow us on Twitter


Further Reading on Video Manipulation

Recent Blog Posts

Create Lightweight Sites With Low-Code and No-Code Technology

Consumers expect modern websites to be mainly visual. But, the more compelling and complex the related media is, the more data is involved, compounding the site’s weight. In today’s content-craving world, delivering unoptimized media can cost you because it leads to sluggish page loads, resulting in visitors abandoning your site in search of a faster alternative. In fact, a page load that takes more than three seconds can cause as many as 40% of your visitors to bounce. Given this competitive, digital-first environment, you can’t afford to lose page views, for time is of the essence.

Read more
A Blueprint for AWS-Secured Webhook Listeners for Cloudinary

tl;dr: An AWS-secured and optimized Cloudinary webhook listener for extending the Cloudinary service

Code: Github

A webhook is a communication medium for sending notifications from one platform to another about events that occurred. In place are user-defined HTTP callbacks that are triggered by specific events. When a triggered event takes place on the source site, the webhook listens to the event, collects the data, and sends it to the URL you specified in the form of an HTTP request.

Read more
New Accessibility Features for Cloudinary’s Product Gallery Widget

Cloudinary’s Product Gallery widget, which launched in 2019, has enabled many brands to effectively and efficiently showcase their products in a sleek and captivating manner, saving countless hours of development time and accelerating release cycles. By adding Cloudinary’s Product Gallery widget with its customizable UI to their product page, retailers reap numerous benefits, often turning visitors into customers in short order.

Read more
Why Successful Businesses Engage With and Convert Audiences With Visual Media

Most business buyers prefer to research purchase options online, as do many shoppers. No wonder online retail sales in the U.S. rose by 32.4% in 2020—an impressive gain of $105 billion.

For B2B and B2C businesses, text-heavy websites are no longer adequate in attracting shoppers. Instead, engaging visual media—spin images, videos, 3D models, augmented reality—are becoming a must for conveying eye-catching details and differentiators about products or services.

Read more
Making User-Generated Content (UGC) Shoppable With Cloudinary

User-generated content (UGC) is a powerful marketing tool. Not only does video complement marketing efforts for e-commerce by enabling customers to explore products in greater detail, but UGC also adds an element of trust. As a bonus, user-generated video is an exceptional opportunity for e-businesses to attract website traffic without their marketing team having to create promotional videos from scratch. User-generated content drives conversions and brand loyalty as a direct result of authentic interaction.

Read more