At a time when "zapping" and "snack content" are king, it's no longer enough simply to present information in video format to stand out from the crowd. The key is video engagement, or how to involve the audience in a deep and lasting way.
Spearheading marketing strategies, video is omnipresent in our daily lives. Beyond entertainment, this multifunctional format has become a popular tool for companies and organizations to disseminate information. The preferred medium of successful communicators, video is a key factor in maximizing engagement.
The challenge of engagement video
In a highly competitive, information-saturated and constantly evolving digital environment, making an impact with powerful audiovisual content - videos, podcasts, webinars or virtual events - is becoming a necessity for organizations of all sizes and in all sectors. And with good reason: according to a report by Domo (a US company specializing in data analysis), every minute, over 500,000 tweets are sent, over 300 hours of video are uploaded to YouTube and over 500,000 publications are posted on Instagram.
Video engagement is a pragmatic response to the information overload faced by consumers and businesses alike. In this continuous torrent of content, where organizations compete for the attention of their target audience, standing out from the crowd has become more difficult than ever. Video engagement is the answer to this challenge.
Indeed, this practice, which goes beyond the simple visual transmission of information, makes it possible todeeply engage audiences, connect with them emotionally and leave a lasting impression. From attracting potential customers to retaining existing ones, from transforming organizational culture to creating leading brands, video engagement has succeeded in redefining the foundations of audiovisual communication.
Why do we talk about video engagement?
The term "engagement" isn't just a buzzword among marketers and communicators. It represents a fundamental shift in the way companies interact with their audiences. Engagement goes beyond simply keeping the viewer's attention. It's the key to making them feel fully involved and connected before, during and after viewing video content. This makes video engagement an effective way to stand out, connect with audiences and improve performance. Its aim: to maximize audience engagement for better results.
Video engagement: the driving force behind audiovisual content
All of which makes video engagement a natural evolution in the way companies (and individuals too) communicate. In the past, audiovisual content focused primarily on the visual transmission of information, with little attention paid to how this information was conveyed or connected to the audience. As the flow of information increased exponentially, and competition for attention became fierce, a more sophisticated approach became a necessity, a matter of course. By enabling companies and creators to stand out, attract attention and engage, video engagement helps reinforce brand and company positioning, and ultimately makes content strategies more effective, producing better results.
But beware: video engagement must be understood as a holistic approach to audiovisual content. It is not limited to a single type of communication, but encompasses a variety of modalities, from real-time communication such as webinars or virtual events, to communication via videos recorded and published for "on-demand" consumption, such as podcasts, reels, tutorials, advertisements or educational content. Video engagement thus applies to the whole spectrum of visual and auditory experiences offered by a company or organization.
How does video enable engagement?
Video is a multi-sensory format that combines visuals, text and sound. It's therefore the ideal format for communicating and generating support. As a reminder, it's the most popular medium on the Web: 54% of consumers prefer video content to other forms of content.
But how does video enable engagement?
Sustained attention: when audiovisual content captivates the audience, they stay longer in the session without being distracted. A key factor in ensuring that the message is effectively conveyed and retained in long-term memory. Video, which is more vivid than plain text or images, makes it easier for visitors to understand messages. Why is this? Because movement immediately attracts attention, and the message conveyed will linger in the mind in a very natural way, creating an attachment of interest in your brand.
Comfort and confidence: when an emotional connection is established, viewers feel more comfortable and confident, relaxing and opening up to the experience. According to Aberdeen Group, the average conversion rate for a site using video is 4.8%, compared with just 2. 9% for a site without video. The video format is therefore seen as the medium par excellence for disseminating information, but also for winning the trust of target audiences.
Brand identification: at the heart of your audiovisual communication, your brand should be the focus of your video. It must convey your values and demonstrate your know-how. This type of video creates a strong bond with viewers, who feel closer to the organization or company and develop a more solid relationship. This can lead to greater brand recognition.
Call to action: whether it's to buy a product, sign up for a service, share content on social networks or subscribe to a newsletter, a video increases the viewer's willingness to act. But that's not all: adding a CTA (Call To Action) to a video helps to attract and engage visitors.
Emotional experience: engagement is often accompanied by increased emotional experience. Viewers not only absorb information, but also experience more intense emotions, whether empathy, joy, excitement or even surprise. These emotions enrich the experience and make it more memorable.
Sustainable retention: As you probably know, it's much cheaper to retain your existing audience than to acquire or convert new customers. The video format, by enabling you to connect with your target audience, is a key element in building loyalty. But that's not all. Watch time is one of the criteria taken into account by YouTube's algorithm, for example, when ranking content on YouTube. By offering deep, positive emotional experiences, you optimize your chances of not only making a lasting impression, but also getting your videos shared more widely. What's more, viewers who have experienced a high level of engagement in the past are more likely to interact with the brand or company in the future. This creates a virtuous cycle of connection and participation.
Video engagement is the key to building a strong and lasting relationship between the audience and the entity presenting the content, whether it's a brand, an organization or a live event. It's the factor that transforms a simple visualization into a memorable and meaningful experience.
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