Videos have always been around. Black and white televisions were brought to our homes. As kids, we would get excited about an ad or the other that pops up on our screens every time we sit behind the television. Some TV ads have created lasting impressions on us till this day because, to some extent, they drove a particular message home. Do any ads come to mind?
I remember a national campaign held to promote hand washing with soap in Ghana between 2003 and 2004. A TV ad representing germs in a bright purple color on the hands of a woman who doesn’t wash her hands properly after using the washroom; a visual representation demonstrating how the germs spread right from the door to the food meant to feed her family. The ad dramatically breaks at the point where her child is about to swallow a ball of fufu covered in germs.This video was effective and brought about the desired change. 497 women sampled after the campaign affirmed this showing that more than 80% of these women confirmed that they saw the ad. Over 60% of them remembered the campaign song and there was a 30% increase in hand washing with soap. With the outbreak of the coronavirus, a recent conversation was sparked on Twitter in Ghana which revealed that quite a number of Ghanaians who saw the ad remember it, with some retorting that a hand washing campaign like that one will be more effective to get locals to wash their hands regularly during the pandemic.
An ice cream ad from Fanmilk Ghana was speaking to a more youthful crowd showing children performing to a song about the brand and how it made them feel. They tactfully show parents enjoying the performance by their kids while drinking a sachet of their product to lure older people in too. Ashfoam, on the other hand, uses two of the trending artists at the moment, Obrafuor and Tic Tac, who sang about the brand in this ad. You would hear these songs sang out of excitement among groups in schools, homes and social gatherings.
Here’s another classic: “Akwadaa wo ko he?” translated to English as “child, where are you going?” The ad was meant to teach children to resist the pressure to abuse drugs.The ad shows a child on his way to the library stopped by two men who offer him drugs to try. The child resists and makes fun of the men. The message is clear: don’t be pressured into abusing drugs. All these ads have been etched in the memories of the majority that grew up watching them.
Fast forward to 2020. There are 4.57 billion internet users. Our attention has drifted from TVs to the internet and more prominently, social media with 3.81 billion active social media users in the world as at April 2020. Videos are still ruling the internet and very soon will no longer be an option. Stats say that Facebook videos have over 8 billion video views per day. Snapchat users watch 10 billion videos each day. Instagram videos get up to 21% more interaction and Tiktok downloads and usage has skyrocketed since the Outbreak of coronavirus. Everyone is watching videos! Even national addresses in recent times have moved from written press releases to live videos of the president speaking to the nation.
Businesses are riding on this wave and embracing the use of videos as a means of marketing because it has proven to be the best way to communicate with their consumers since the 90s.
Here’s why you should add video to your marketing strategy this year:
- Videos provide more qualified leads
Almost 50% of internet users search for videos related to a brand’s product or service before making a purchase (HubSpot). Videos make your consumers more confident to make purchasing decisions because they know how it works and they can see the benefits first hand.
- Increase brand awareness
Videos have a higher tendency of being watched compared to text, making it a viable means for marketing your products or services and getting more people to simply know that you exist. New businesses can easily penetrate the market with a good video that shows who they are and how users can benefit from their offerings. Good brand videos have a high probability of being shared as well.
- Videos provide an Increased Return on Investment
64% of consumers will make a purchase after watching branded videos on social platforms. (Tubular Insights) and 52% of marketers say video is the type of content with the best ROI. Promoting a video ad on social media will bring you more returns because your ad reaches more people who want to watch a video; so make it a good one!
- Videos are more likely to be remembered
Watching videos is an easy way of sharing information because it requires less cognitive efforts from your brain than reading. Videos are easier to process and don’t demand as much of your attention as text so consumers are more inclined to watch videos.
Video is expected to make up 82% of internet traffic by 2021 (Cisco) so consider adding videos to your marketing strategy before the year ends.