These days, video content is a powerful marketing tool. Each month, 45.4% of internet users view at least one video. Each day, 100 million internet users watch video content. And Video Brewery reports that 90% of one online retailer’s customers report that video helps them make purchase decisions.
But anything can be taken too far. Take, for instance, AT&T’s brand new campaign: the video bill.
A personalized video explanation of my bill? Are you kidding me? It’s ludicrous to expect customers to watch a video just to see how much they owe you. Consider: you can either watch this 4-minute video or glance at your statement. Which would you rather do?
This campaign is a case of AT&T’s content team becoming enamored of a new capability like personalized video and ignoring if implementing it makes strategic sense. A video bill is clearly not an effective marketing tool that customers will value.
Video needs to be used with purpose. If you can’t enhance your customer’s experience with video, it’s the wrong medium.
Now you know what NOT to do. Here are some tips for creating effective video marketing: How Videos Boost Your Small Business Marketing.