Why YouTube is a Critical Part of Today's Online Marketing Strategy
Back in the mid-1960s, researchers estimated that typical American consumers were exposed to over 500 advertisements a day, collected in newspapers, magazines, direct mail, radio, and television. Fast forward 50 years and the evolution of digital advertising is exposing consumers to over 5,000 ads per day, and visual marketing - using images and videos to sell products and services - has elevated YouTube to the world's second most used search engine behind Google. At the L.E.T. Group, we specialize in producing the highest quality video and still imagery to drive our client's products and services to the top of the YouTube search engine pages. Here's why YouTube is a critical part of today's online marketing strategy.
Visuals can reduce competitionCutting through today's digital marketing clutter means deploying strategies that both attract and retain viewer attention while also maintaining an active presence on YouTube. The companies that boast the most successful advertising campaigns embrace visual imagery marketing over all the others because research has also revealed that visuals - both stills and videos - are the best "sellers" of any product.
At L.E.T. Group, we use both still and moving images to create unique, engaging website content for customers in the hospitality, medical, and dental industries...and many others. Here's why we rely on visual imagery content to market our client's products and services:
The brain processes images faster than text
Written versus imaged content
According to research conducted by IBM, the human brain processes visual imagery 60,000 times faster than it processes the written word. The brain seeks the fastest, easiest route to satisfy an urge, whether it be to find a snack or to identify a preferred product. Consequently, the brain will follow the "lazier" path of viewing imagery rather than reading a written document when seeking information or direction. The visual format provides a depth of information that is readily and instantly available, while reading the document requires significant attention and mental processing to discern the relevant data among the words. Ergo, we know that to sell your product, we must post the images that will attract your target market.
Still imagery versus video
Each format offers different benefits, and both are powerful messaging tools. For marketing purposes, still images in the form of infographics can play a significant role in sharing detailed written data in a pleasing and informational format. While some graphics are intricate, others provide more of an impact when they are simple to understand. For example, Abraham Lincoln often referred to a map of the southern states when conferring about the progress of the American Civil War. The map's primary statistic was the number of enslaved people contained in each state. This simple image kept his (and his generals') attention on the thousands of human reasons for which they were fighting.
Other interesting facts about the importance of using visuals as marketing tools include these recently revealed bits of data:
- Images attract 94 percent more views that text
- Four times as many people watch videos about a product rather than read about it
- YouTube has over one billion regular users, which is roughly a third of all people who use the Internet
The brain processes stories better than raw data
Video imagery, however, adds an element to the visual imagery process by providing a fuller story than a single image can usually convey. Human societies have used storytelling as a cultural organizing tool for eons because it creates a coherence among tribe members that unites them as a group. When stories about products or services are shared, viewers can connect not just with the item, but also with the people who bring it to life, thereby generating a "society" in which both producers and consumers belong. Visual storytelling creates some of the world's most intensely loved brands. A human's intrinsic engagement with visual storytelling is the reason why YouTube sees more than one billion unique visitors each month.
Visuals immediately impact emotions
Not only do visual images present the emotions of their producers, they also trigger the emotions of their viewers. Shapes and colors trigger specific areas of the brain, often evoking specific emotions in the process (e.g., red indicating anger or passion; a heart shape representing love). The movement of the video connects the separate images into an emotional process that also emotionally connects the viewer to the product or the student or researcher to the lesson.
At L.E.T. Group, we have mastered the art of visual marketing online. We can elevate your enterprise to the top of the YouTube channel using our cutting edge marketing and programming skills. How can the L.E.T. Group help you tell your story?