The Business Case for Video Storytelling

It is an increasingly visual world. If video isn’t part of your storytelling strategy, it probably should be. Does video make sense for you? Below are some data points — gathered by writer and PR consultant Christine Hohlbaum. Christine is a master storyteller and uses video often in getting the word out on her blog, The Power of Slow, dedicated to encouraging all of us to slow down and focus. (But one area, where she encourages a little speed, is in the area of adopting video.)

Business case points:

1) Video nation: The average US Internet user watches around 186 videos a month; as of September 2011, 85.3% of online US adults have reported watching an online video, particularly on video-sharing sites such as YouTube and Vimeo. Sources: Pew Internet and Comscore.

2) Early B2B adoption: Forrester Research says business videos are not (yet) widespread, but check in to see if your competitors are seeing its value and joining the corporate “early adopters”.

3) Video trend: Aside from social media adoption, online video marketing is the fastest growing medium for marketers. According to a Forrester Research report released in November 2009 for the top 50 U.S. Internet Retail websites, the adoption of online video grew by almost 400 percent that year alone. Check out this ReelSEO post on the growth of video, as well.

4) Huge market: 39% of smartphone owners in the US watch video regularly on their device; 58% of iPhone users. As of July 2011, there were 82.2 million smartphone subscribers in the US alone (= 35% of all US adults). In the government sector, 81% of federal managers use a smartphone or tablet.

5) Time spent: according to Forrester principal analyst James L McQuivey, PhD, we spend more time watching video than any other activity except sleeping. TV viewing has decreased while online viewing has increased.

6) Power of pictures: Through its multimedia nature, video can stir buyers’ emotions in the way other media cannot, leading to an increase in sales. Visitors who view product videos are 85% more likely to buy than visitors who do not. (Internet Retailer, April 2010)

7) Google loves video: With proper optimization, video increases the chance of a front-page Google result by 53x. (Forrester, January 2010).

A list of concise best practices for creating corporate videos here. Go forth and record.

P.S. Yes, I understand this post probably should have been delivered via video. Check back soon for this blog’s inauguration video post.