Videos are the preferred medium of marketers because of their ability to tell compelling stories. In response to this demand every major social media platform including Facebook, Twitter, Instagram, and Reddit not only allows for videos to be posted, but their algorithm prioritizes them.
One of the biggest obstacles of producing promotional videos used to be their cost. They typically used to cost $5,000 for a 4 minute videos because producers had to bring a large team and heavy equipment on location. At 5minofscience we dramatically cut those cuts by professionally editing videos that researchers film themselves.
Here are some advantages of having promotional videos:
You have a newsletter?
All research institutions send regular e-newsletter to their donors, alumni or staff to update them on their latest accomplishments. It has been demonstrated that having a link to a video significantly boosts these marketing efforts. In fact, a study by Syndacast shows that just having “video” in an email subject line increases open rates by 19%.
You want Google to rank you higher?
The Google algorithm puts a priority on pages where users linger as it signals to the search engine that it has good content. Since putting videos on your website increases the time spent on it, they will increase its ranking. Impressively, Moovly calculated that pages with embedded videos are 53 times more likely to show on the first page of a Google search. Showing up on the first page is very important since less than 94% of users do not bother looking at other pages.
You want to tell a story instead of just a list of facts?
Videos are a medium to connect with viewers’ emotions to tell the story behind your institution, its staff and faculty. They introduce your researchers to your donors, prospective students and staff in a very human way. They are also an attractive and cost-effective way to share details of your activities: people would rather be told a story than read graphs and reports.
You want more people to know about you?
Videos are some of the most shared content on the internet that it is why it has become a staple in marketing. In fact a 5minofscience.com can be shared on all these platforms.
You want to reach executives?
Finally, videos are not just for millennials. Executives, who do not always have the time to read thick reports, make a lot of their decisions based on videos. 59% of executive agree that if both text and video are available on the same topic, they are more likely to choose videos. 54% of senior executives also share work related videos with colleagues. As a result, having videos is an effective way to put your institutions on executives’ radars, whether it be for a fund raising campaigns, to build research partnerships with the private sector or to reconnect with alumni.