Marketing · Digital marketing

Is the Video Web Presenter / Spokesperson / Greeter concept dead?

Abdo Magdy Entrepreneur, Storyteller, Group CEO at EGY Enterprises Ltd.

March 10th, 2016

The use of a spokesperson / greeter / presenter video on a website to increase conversion rates sounds like a good idea, of course if it does increase the conversion rates, I could track some of the service providers and it seemed like the service was not popular and/or not growing.

Does anyone have insights into this concept and why/why not it's not widely utilized, can come back?

Kiana Danial CEO of Invest Diva | Award winning Investing Advisor, Author, Media Producer

March 10th, 2016

Personally I have found videos to be the greatest conversion tool for my company as well our clients. Below are some stats. 

While greeting videos on websites may not be as popular anymore, using videos in your email marketing and blog posts certainly helps with your overall SEO and conversion health.

If you are thinking of adding a greeting video on your homepage, you must make sure that it is incredibly short, to the point and informative because the new visitors are not yet familiar with your offers. that is why their attention span is shorter than average. 

As far as stats go:

1) 51.9% of marketing professionals worldwide name video as the type of content with the best ROI. (Source)

2) Customers who view video are 1.81X more likely to purchase than non-viewers.  (Source)

3) Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%. (Source)

4) Midway through 2015, mobile video plays exceeded 44% -- up 74% from 2014 and up a whopping 844% since 2012. (Source)

rise-of-mobile-video-2015.png

Image Credit: Ooyala

5) Between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion.  (Source)

6) In July 2015, Periscope users were watching 40 years' worth of videos every day. (Source)

periscope-time-watched-per-day.jpg

Image Credit: FastCompany

7) In Q2 of 2015, mobile phones (34%) and tablets (15%) combined for 49% of video ad impressions -- up from 38% in Q1 of 2015. Publishers saw PC impressions drop from 62% to 50% in the previous quarter. (Source)

8) Syndacast predicts 74% of all internet traffic in 2017 will be video.  (Source)


Hope this helped!

Anonymous

March 10th, 2016

It's not dead. Actually, video's effectiveness is rising. In addition to Kiana's stat posts above, there are plenty more data supporting it.
Having said that, the success rate will depend on video's production value, content, and strategy. 

Theresa Marcroft Marketing Strategist / CMO / Interim VP Marketing

March 10th, 2016

There's a time and place for everything.
These videos are most useful when the web site is describing a service business, and the client/visitor would be deciding to hire that particular person. In other words, the person is the "product". I've gotten many, many compliments on my video because it's serious, to the point, and explains what I do an an 'interim vp marketing'. It not only helps establish credibility; it's actually the start of my relationship with a new client.  It's at www.Market-Savvy.com/
The other great use of video on a web site is to show an application in action: check out ShotSpotter.com which shows ShotSpotter in San Francisco and how the service reduces gun crime in that city. How it works is very clearn there. City leaders are featured talking about their progress reducing gun violence, so it's great credibility.

Craig McClure Producer at HD Broadcast AZ

March 10th, 2016

People want to see authentic people in videos. Clever animations may be used to explain certain points, but always lead with a real human.

John Griffin Co-Founder at Spiral Scout, Founder at Cutcaster, Co-Founder at Instigate Labs (Maker of Moment)

March 10th, 2016

As annoying as those things are, I have seen it increase conversions and not by a marginal amount. I just find it incredibly difficult to add them to sites I own bc of the annoyingness/cheesy factor. I think that is why it died. Maybe if people tried them and saw the split test with using vs not using it they may decide to add it to their site. 

Bill Sauber Video Producer at Brightlighter Productions

March 10th, 2016

The concept of video web presenter is not dead, but some of the presentations are seriously ill. Like anything else, a great concept, well done, frequently looks easy. Many folks are, therefore, tempted to use the concept without the knowledge and skills to make it work. Many times the information is good, but the lighting, setting, picture quality, sound, background, graphics, transitions and other aspects of good video are so lacking that potential users are turned off and leave. Other times, the presentation quality is good but the message or delivery stink. A great video presentation will engage the audience and hold them through til the end. Also, far better for more and shorter videos with separate topics. if each of them are 2-5 minutes long, but effective and engaging, the user will move from one to the next, to the next... 

James Hipkin CEO, Managing Director at Red8 Interactive

March 10th, 2016

Video can be very effective, but there are videos and then there are videos. 

The quality is all important. A great conversion video will present the product or service in a way that's clear, relatable, and specific to the target's needs, not the products features. Generally, video that are less than 2 minutes will out preform longer videos. But don't take my word for it. Test it. Every situation is unique. 

Justin Roff-Marsh

March 10th, 2016

I think @Theresa's examples are good examples of how to use video tastefully and I doubt there's been a reduction in this kind of usage. The opposite, in fact.

But I do think there's been a reduction in the usage of those video greeters who stride out onto the webpage and get in the face of the viewer.

I can imagine why organizations might not want to use those greeters, but I'd love to hear from someone who has actually used one of them.