The realm of online marketing is constantly changing and being forced to adapt to new trends inaugurated by industry frontrunners.
Though many of these trends come and go, few are becoming as ubiquitous across all industries as the rising use of video for business.
Web marketing videos seem to attract consumers in a way very few other mediums can.
Though static images certainly have their uses, industry experts are realizing the limits of marketing with still photos and graphics alone.
With images, what your audience sees is immediately what they get. Compare this to an online marketing video that can deliver a significant amount of information quickly and creatively, all while retaining viewers’ attention, and it’s no contest: using video for marketing is the wave of the future.
And consumers seem to agree. One study found that having video on your landing page can increase conversion by 80%. Another found that people spend 2.6x longer on webpages that videos compared to one’s that don’t.
Consumers routinely find motion-based content more attractive than static content, suggesting it should be a consistent part of any ambitious business’s marketing strategy.
HughesNet Impresses with Polished Video Demo
Our client, HughesNet took advantage of creative motion marketing to produce a video demo for their mobile app:
HughesNet Mobile App from Hughes on Vimeo.
HughesNet’s video balances the need for concision with clear, guided visuals and audio to maintain their audience’s attention while still providing an informative and comprehensive demo of their mobile app.
This video demo succeeds by a following a set of key best practices for marketing with video.
Guide Audience Attention
As opposed to cluttering the screen with a mix of complicated visuals, the HughesNet mobile app demo consistently guides viewers’ attention to a single or couple important locations on the screen.
In place of blocks of text or overly complex diagrams, the video uses a mockup of a smartphone combined with a helpful narrator to walk the audience through the array of features contained in the app.
The video succeeds in never allowing for viewers’ to be confused about where they should be looking or what they should be focused on.
Use Clarifying Visuals
In addition to making sure the audience is looking in the right place, the demo is designed to make sure viewers know what exactly they are looking at.
As the narrator runs through the apps’ different features, a checklist appears so viewers’ can more easily keep track of everything being said. At the same time the smartphone displays the relevant feature, so viewers understand the app UI associated with that feature.
After going over features, the demo walks viewers through each step of finding and downloading the app, all of which is said aloud by the narrator and mirrored on the smartphone mockup.
By syncing the narrator’s directions with helpful on-screen visuals, it’s always completely clear what everything being shown and said means.
Another key element of successful visual presentation is ensuring your video works with or without audio. A majority of video on social media starts on mute which means you can’t rely solely on audio for messaging, especially for a video demo.
The use of kinetic text can help you solve for this potential issue while simultaneously adding some creative flair to your video. Text that is too kinetic to the point of being distracting, however, can take away from the clarifying role it should play.
Keep things concise
Despite running through a list of different features and a helpful download guide for the app, the demo is still only 45 seconds long.
As people’s attention spans get shorter, it’s important not to bog them down with loads of technical information, especially in a video demo.
With the help of dynamic visuals, it’s completely possible to run through all relevant information while still keeping your videos short and to the point. Not doing so risks viewers leaving before they’ve received all the information you’re trying to give them.
The allure of online marketing video is here to stay. In order to produce compelling creative motion video that helps convert leads, it’s important to follow these guidelines.
In the digital world, keeping up with trends is critical, but even more so is starting them by putting out the highest quality content you can. More now than ever, this will require a comprehensive approach to video marketing.
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