Making a Connection with Online Video
One of the hardest things about my grandmother not being as mobile as she used to be was her missing out on some of her grandchildren’s activities. We would go visit her all the time, so she still got to see them, but it just became harder and harder for her to see them perform in school plays or score a winning goal. So we started taking the videos we were shooting and making DVDs for her. Sometimes I think my daughter’s school plays got watched more times than my grandmother’s favorite movie. She loved to watch them over and over again. Even when her Alzheimer’s progressed and she didn’t always remember who everyone was, the DVDs we brought for her were very calming and she liked to watch them.
Online video has been discussed here before, so this is not a new topic, but we wanted to share some of the latest statistics and thoughts with you. There is nothing like video with sight and sound to make an emotional connection with someone. By appealing to multiple senses, video communication makes that connection in the way that no other medium can. The success of YouTube and other online video-sharing sites speak to the power of video, both user-generated as well as video offered by media corporations. According to The Pew Research Center, 71% of adults visit video-sharing sites. This represents a growth of 115% in the last 5 years.
There is no doubt that online video is primarily watched by a younger audience. However, online video has grown across all age demographics. The same Pew study mentioned above found that online video usage by adults age 50-64 grew by 10%, and online video usage by adults age 65+ grew by 170% in the last 5 years.
So as online video usage increases, our opportunities to target people with video, capture their attention and make a connection with them online also increases. The more time you can get someone to spend with your brand, the higher your chance of converting them from just looking to actually becoming a lead. Video has proven to increase conversion from click, to lead, to purchase across a variety of industries.
According to Comscore, visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors. MediaMind Research shows when it comes to banner ads, the click-through rate for ads using online video is 3.5 times higher than static banner ads.
As you’re seeking to make a connection with seniors and their adult children, you should consider video and how it can play a role in making that connection. We want prospects to spend more time with us, get to know us and interact with us. It’s like a conversation that reaches out to them and extends an invitation to learn more.
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