By Andrew Angus on February 5, 2013

In this article for The Agency Post, Andrew Angus explains why video is online marketing’s best kept secret and touches on coversions, SEO, and Brain Science. Check it out!

Conversions and SEO

Without a doubt, video boosts SEO and increases conversions. We’ve seen it time and time again with companies like Rypple and Dropbox. But why?

1. Google Loves Video: Just like plain text content, video can be optimized for search engines. In fact, search engines tend to favor video content over written content. If you have a video on your website, it’s 50 times more likely to be ranked on the first page of Google. If you’ve got great video content, Google wants the world to know.

2. Visitors Love Video: A video increases the amount of time your visitors spend on your website. Seriously! Visitors will stick around for an average of two extra minutes. That’s two minutes to get the conversion that you wouldn’t have otherwise. Why stick around for video? Well, only 20 percent of visitors will read plain text on a website. 80 percent will watch a video with the exact same content.

Brain Science

What really fuels the conversions and SEO is brain science. Brain science is the psychology behind why visitors respond so well to online video.

1. Videos K.I.S.S.: Keep it simple! Working memory is limited, which means we can only retain so much before we start to force information out. If you try to explain too much information too quickly, it will be forgotten within the next few days. That’s why 60- to 90-second videos perform so well. The script is limited to about 160 words, an information cap that respects working memory. There’s only time for the most important, persuasive information. The filler is pushed out, helping visitors retain more.

2. Videos Stimulate Senses: 72 hours after you read or hear something, you will be able to recall 10 percent of it. 72 hours after you watch something, you will be able to recall 58 percent of it. By stimulating both the auditory and visual senses at the same time, video helps visitors retain 68 percent of your message. That means a video helps visitors remember 58 percent more information than plain text alone.

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