Ever wonder who actually watches your animated video? Sometimes, that question hangs up companies in their decision making about investing in video as a marketing strategy. “Video is a strictly B2C medium”. That’s a common one. “My target buyer is the head honcho that works in the corner office, doesn’t use twitter or go out to lunch with his employees. He/she shuts the door. He/She gets to work the earliest, and leaves the latest. You have to go through 15 levels of people before you can book this person for a call, not that it would matter, because he/she is always booked.” Talk about knowing your target buyer! But many companies can pinpoint their buyer to a tee, and wonder if THAT person has any interest in video.
Simply put, an astonishingly diverse group of consumers – young, old, male, female, D-level and C-suite – have an insatiable appetite for online video and the demand for it continues to grow at record pace. The medium has proven to grab and hold the attention of everyone from the casual browser to the ready-buyer.
But you’re interested in the “decision makers” of the world, right? Then consider this: According to Forbes, 75% of executives say they watch work-related videos at least once a week.
There’s your answer. Even the guy that never comes out of the corner office is watching video. You can reach this person with a video, in most cases, better than you can using any other traditional sales tactics. Hitting walls when you send emails? Send a video. Does the secretary know you by name, but never seems to be able to confirm a meeting time? A video bypasses the secretary, walks straight into the office, less than a foot away from the top dog. Yep, it’s on the screen he or she is looking at for 8+ hours a day.
And 90 seconds will get you further than your 20 page company overview with this kind of buyer. Considering, more than 50% of executives in the same report said that they would rather watch a video than read text. So, if one minute of video is equal to about 1.8 million words (says Dr. James McQuivey of Forrester Research) you would have to write something like 3,600 pages to pass along the same information as one minute of video.
So yes, the average Joe consumer loves video, but so does Mr/Ms. Bigshot – the CEOs, CFOs and executives of the world are lumped in the same group. Video is not just a flash in the pan B2C marketing tactic, and it is not only reaching one segment of the market.
