I’ll be the first to admit that I prefer text over video for most things. I can quickly scan text to see if I am interested. Even if presented with a video, I prefer to skim the transcript before investing ten minutes – or even one minute – watching a video.
But the reality is that there are just as many people – perhaps even more – who find reading to be more work than watching a video.
And study after study shows that conversions rise with media variety. So text is good. Text and images are better. Text, images and video are better still.
But video is costly and time-consuming to produce. Or is it?
DIY video to the rescue
The old-fashioned way of doing video was to hire a videographer – essentially film a movie, with all the multiple cameras and personnel and scripting and staging that is involved. But in recent years, people have been producing their own videos online.
Still, these videos generally take time to produce, so automated solutions are becoming more and more common. In fact, three new DIY video services have been announced so far in 2013. The most advanced of these by far is Tawki, which just launched its crowdfunding campaign on IndieGogo: http://www.indiegogo.com/projects/new-fun-social-video-channel
Fair disclosure: I am a partner in the Tawki project, and very excited to be pushing technology in two unique ways.
The first way that Tawki is pushing the envelope is one that relates directly to the focus of this article. Namely, that by making DIY video creation even simpler and faster and less work, it will become an increasingly integral part of marketing campaigns even at the low end of the marketing spectrum.
Consider the renovations contractor at the end of a job (or picture any other small business you know ). He goes to Tawki and uploads a series of snapshots he took during the job, adds a couple keywords and hits “Mix!” Instantly, the Tawki mixer algorithm goes to work. By the time he returns from the washroom, he has a complete professional video with transitions and appropriate music on his desktop.
He can add his website URL, company name, phone number – whatever he wishes – and with a click of a button share it on social media accounts or upload to his website.
Or, to really stand out from the crowd, one more click can add animation – but that’s another exciting story for another blog post.
DIY video for bloggers
Bloggers, pay attention. You know how much more effective your posts are with images, right? And finding good images you can legally use is a time-consuming pain right? So video surely must take longer, right?
Let’s say you run a renovations blog, just to keep to the same theme as earlier. You go to Tawki with no photos in hand, no video clips, nothing but keywords. You punch in those keywords: granite, kitchen counters, sink, faucet,… then one click and when you return from the washroom, you have a complete professional video with transitions and appropriate music on your desktop.
Adding video to your blog, your online store, your marketing emails, your social media campaigns has just become quicker and easier than adding images. That is a watershed that will vastly change the nature of marketing over the next couple years.
Tawki is not the only player that will make this happen. Several others are making it pretty easy, but none of them have quite as simple a one-click environment as Tawki. We know that if we want to jump into a hot niche like DIY videos, we had better offer something that leaves the others in the dust.
I invite you to join Tawki on IndieGogo and help us make digital history. Yes, even a small donation helps in a big way! Here are three of the easier-to-afford perks we are offering. Just click on any one to join this campaign.David Leonhardt
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