If A Picture Is Worth A Thousand Words, What Is A Video Worth?

We’re all familiar with the old adage that states “a picture is worth a thousand words”, but in the ever-evolving world of content marketing, what is a video worth?

With major players in the social media game such as Facebook, Twitter and LinkedIn becoming platforms for businesses to increase brand awareness and total revenue, a video marketing revolution has seized the internet in the form of short, informative video clips, averaging anywhere between fifteen and ninety seconds in duration. The intriguing factor surrounding videos is that they provide a visual, while allowing space for supplementary text (and audio), without relying on text alone to tell a story. In turn, video marketing allows companies to touch on a variety of a consumers’ senses, rather than being limited to one-at-a-time.

So, what IS a video actually worth, you ask? In 2017, the average CPM (cost per one-thousand impressions) on Facebook was around $11.17, while LinkedIn and Twitter averaged out to around $8.39 and $5.92, respectively. When compared to cable television CPM figures from the same year, which more than doubled Facebook’s CPM at $29.01, the decision to move in the direction of video marketing on social media platforms is quite justified, as it could save companies over fifty-percent per thousand views.

The best part about video marketing on social media? It doesn’t have to be professionally done! While effort and quality are important in all aspects of business, viewers aren’t necessarily expecting you to spend all your annual profits on a few short video advertisements; in fact, viewers often don’t even take the time to turn sound on when watching videos on social platforms, so you may find that spending resources on audio is a waste. Instead, find a simple instrumental or jazz tune that fits the theme of your video, and allow your video to speak for itself.

Without “cutting corners” or seeming lazy in the eyes of your consumers, creating and adding video content to your social media platforms is not only a new way, but THE new way to increase brand awareness, generate leads and ultimately drive your company’s revenue in a positive direction, all while spending about half of what you’d spend in archaic television advertisement fees.

Learn more about video marketing now by watching our on-demand webinar “Surprising New Video Advertising Strategies“.