Double-Down on Video

Data makes a strong case for using more video. HubSpot tells us that adding it to a landing page can boost conversions by 80% - moving a visitor into a lead or a lead into a customer. Search engines look for the longer page views video can generate. Some stats show as much as 300% increase in click-throughs for video in emails.

I know from experience that when I get an email from NBAA that includes an embedded video with President Ed Bolen, I’m much more inclined to give it my attention.

EPIC Fuels couldn’t do meet-and-greets because of the pandemic, so video grabbed attention for its coast-to-coast tour with aerobatic pilot Anthony Oshinuga.

This medium had me at the proverbial hello. Because it delivers pure emotion. Video engages our senses and connects with us viscerally. Even the most compelling copy cannot compete with a video of a CEO (or front-line worker) saying the same thing. You trust what you see and hear. Video implies greater authenticity. It feels direct and immediate. There is no middle person crafting the message. Okay, you and I know someone is shooting and editing the video, but it seems more credible, like the person is speaking directly to you.

Seeing Signature Renew’s trucks hauling sustainable aviation fuel suggests greener skies are on the way.

Video establishes a foundation for you to build upon. Educating. Informing. And moving people to action. Word of mouth from a trusted source remains a marketer’s holy grail. You can’t do much better than getting someone to endorse your product or service or even just to say - hey, look at this - to people within their spheres of influence. Video done right promotes that. The vast majority of people who watch videos on their smartphones, also share videos. You experience this yourself. If someone you know sends you a video, you stop and view it.

Clay Lacy Aviation drives home why you should consider them for aircraft management, FBO, MRO and charter services.

Our increasingly short attention spans do better with under-2-minute videos you find on social media. They grab our attention and focus it with easily digestible, immediately understandable snippets of information. Some are just 10 or 15 seconds long. Our brains are simply wired to process visuals more quickly than words on a screen or page. Like 60,000 times faster. We remember video more, too. Read a message; we remember 10%. View a video message; we recall 95%.

Due to COVID restrictions, North Dakota rolled out its UAS network at a virtual conference. Testimonials, motion graphics, illustration and live-action video combine to tell the impressive story.

Eisenhower National Airport introduced the nonstop benefits of Alaska Airlines’ new route to Seattle with a snappy, make-you-want-to-travel spot.

BlueSky Business Aviation News | 4th March 2021 | Issue #595

Share this article