Videomarketing, crucial in México

Is videomarketing crucial in Mexico? Between 70 and 73% of Mexicans do not read a single book per year, yet Mexico is the third country that consumes the most YouTube.

It is said that on the Internet, content is "king", and undoubtedly, videos are the best content, as in a few seconds you can convey what would take several minutes to express in text. Additionally, videos evoke emotions while informing and/or entertaining. According to Cisco, by 2016, 67% of web traffic will be through video playback. Videomarketing is crucial in Mexico. According to Conaculta, between 70 and 73% of Mexicans do not read a single book per year, while it is the third country that consumes the most YouTube, only behind the USA and Brazil. Despite Mexican consumers loving videos and reading little, most companies bet their digital strategy on having a page full of text, forgetting that on the Internet it is vital to capture the attention of their customers in the first 6 seconds, and if people have to search for information in those seconds, they are very likely to leave your page.

On the other hand, YouTube is the second most important search engine in the world, with 4 billion daily visits, and it is also a Google company, which means that having content on YouTube helps to position oneself in both search engines: Google and YouTube. The main advantages of videomarketing are:

• Fast: If a picture is worth a thousand words, a one-minute video can say more than 1.8 million words, according to Brainshark.
• Shareable: A video is an easily shareable message on social networks, which gives it a greater chance of going viral than text.
• Attraction: An average user spends 88% more time on a page with a video, according to Mist Media.
• Exponential: A video on the Internet is like having several sales agents communicating with prospects for you, except this sales agent does not charge salary or commissions and can work 24/7 attending to multiple clients at the same time.
• Conversion: Videos help increase engagement and trust; therefore, we see more videos as tools for e-commerce every day. For example, the company Zappos (a leader in online shoe sales) has followed a strategy using videos to increase its sales. "The goal behind Zappos' video production is to help generate an emotional connection with our customers to help them make a better decision," says Laurie Williams, senior manager of Photo and Videos for Zappos.

A big topic in videomarketing is achieving a Viral Effect; it must be understood that only 50% is the production of the spot; the other 50% is achieving a large audience for the message. For this, it is important to remember that the most successful videos fulfill one of these 3 functions: entertain, educate, or inform. According to Jonan Berger, author of the book Contagious, to achieve a viral effect, you must do something unique, unexpected, and generate emotions. Whether you are looking to inform about what your company does or want to position your brand with a viral video, it is important to understand that we are in the era of videomarketing.