Grow Your Business

The short answer? Yes, yes it is.

I’ve read and heard several studies about how people best remember things. The stats will differ from study to study, but more or less, it breaks down like the following. People will remember:

• 10% of what they read
• 20% of what they hear
• 50% of what they see and hear

Makes sense, right? And in and of itself, it’s a pretty good justification for using video to communicate your message. But I’ll go you one step further: I think people will remember well over 60% of what they’re told. A simple video can make people aware of your product or service. Add the right spokesperson, someone people can identify with, and your audience will connect with what you’re offering; e.g., the current Ford Motor Company TV and YouTube spots with Mike Rowe, part of a very effective ad campaign for Ford.

Then there’s the matter of delivery. Broadcast, while effective at hitting large numbers of people, is at best a shotgun approach. A video placed on your website is far more effective at addressing your target market; after all, the visitor is already at your site for a reason. Your visitor is indeed ready to hear what you have to say. A 2002 study by Dynamic Logic claims that targeted ads (e.g., ads served up on a website) are more effective that untargeted or RON (“run on network”) ads. In addition, the web is a very cost-effective method of delivering a video. You can invite your audience to view your video at any place, and any time, for no additional cost beyond your web hosting account.

Video, on the surface, may seem like an expensive venture. When properly executed and employed, however, it can be an extremely powerful method of delivering your message to the right people at the right time.