Video is center to all digital marketing strategies, for a number of reasons. First, videos are attractive, they pack a lot of information into a small space, and videos make it easy to captivate a lot of people.
On the other hand, videos have to be done right, or else you’ll alienate your viewers and dramatically reduce the amount of time consumers will view the video. Outside of a video having a shaky camera and the audio being awful, the next worst thing anyone could do to hurt their brand’s image is to post a video with the AutoPlay option turned on.
Why are people posting so may AutoPlay videos ?
Autoplay is one of the absolute worst things you can do to a person. Consumers are more apt to open a Spam email than to tolerate a web-site….now even Facebook…that posts an AutoPlay video.
It’s like going to a Wal-Mart and their greeter jumps out from nowhere with a megaphone to telling you soemthing you didn’t ask to be told.
What, specifically, is wrong about autoplay videos?
Here are 7 Reasons Why a Business Needs to Avoid Autoplay
1: It’s disruptive to the Web-site browsing experience.
Imagine a user’s path through your sales funnel begins on a Google Search. The consumer clicks an ad that takes them to your landing page. Obviously, they are perfectly content to go to your landing page to see what your site is all about. However about halfway through reading the first sentence a video has to load, interrupting the viewer with your voice (or voice actor) saying something.
This is a disruption. They were all set to read your page, but now their attention has been killed!
Often this causes cognitive dissonance (or the online version of Road Rage) the result is the consumer misses the first things said in the video from trying to figure out where the voice is coming from.
Or…alternatively, they identify the video immediately, and move to stopping it. If the web-site is using any video player other than YouTube, they’ll have to struggle with finding the pause button.
2: It conflicts with the consumer’s thoughts.
Think about your audience. What are they typically doing while browsing a site?
A lot of the time they are streaming music while browsing the internet. Streaming music, Netflix in the background, or even just a company radio playing faintly in the background might be occupying the user’s auditory attention.
When the video autoplays, it causes immediate chaos until the consumer can turn one or the other off.
Guess what? Most of the time, it’s the video getting shut down by the consumer just closing the browser tab. There goes another viewer or potential client.
3: AutoPlay often doesn’t work on mobile.
YouTube works on mobile, but YouTube is also smart because it is owned by Google. YouTube requires the mobile device the use of the YouTube app, and it doesn’t autoplay without consent.
Other video systems, if they work on mobile, might not have that limiter. On the other hand, what happens if the user is on non-wifi data device? Smartphones often allow you to disable videos when not on wifi. Even if the viewer gets by all these checks, their phone might not support the media player.
Autoplay is a strictly desktop-centric hassle. With more consumers using mobile devices to search for product/services, you are really wasting a lot of time posting AutoPlay videos.
4: AutoPlay leads to higher bounce rate.
If consumer don’t like something about your page they will quickly leave your page. Autoplay videos are disruptive, disgusting and aggressive. They simply drive away consumers. Thus, produces a higher bounce rate and a lower conversion rate.
5: AutoPlay is a common Spam technique.
Out on the dark side of the web, you’ll see autoplay videos cropping everywhere.
One of the more common spam affiliate templates these days has a drawn explainer video that autoplays with aggressive sales tactics to try to get users to register. It’s an obvious spam technique.
The problem with using autoplay is you’re joining a league of other sites that are spammers. This is compounded with the large number of spam sites that use autoplay videos with audio in pop-unders.
6: Anxiety Disorder Viewers.
Anxiety Disorder may not be of a huge concern to you but will be to your brand. There is a growing concern with the large number of internet users with mental health issues. Users with anxiety disorders – an admittedly small demographic – are adversely affected by an autoplay video. Their reaction to autoplay videos on your site or in your social space could result into a tyrant based rant that more than likely would run over into every social network on the internet. Many business ignore this concern which today is a huge mistake.
7: AutoPlay is detrimental to limited bandwidth plans.
There still are consumers who only have access to limited suburban broadband and have strict data caps. These consumers hate autoplay videos, because autoplay videos load data they have to carefully ration. If autoplay became a significant trend, these users would be hurt more than most. Plus, these consumers are paying for overages on their connections. This means autoplay are taking away the income that could have been used to pay for your products.
If your digital marketing consultant is advising you to use AutoPlay Videos as part of your marketing strategy you need to pack up and run away. There are many unproven strategies offered by many people claiming to be the best in digital marketing. The truth is, there is nothing proven with anything that has to do with digital marketing..with the exception of AutoPlay.
Nobody wants to be forced into doing anything and AutoPlay videos force viewers to view them. It is a mistake to think you only get value from the cost of producing a video if the video is forced upon a view. Forcing anything on a consumer always works again the person or business doing the pushing.
The best advice is to get help in developing a sound digital marketing strategy.
The best strategy for any business is to have a Brand Mapping strategy performed by a video centric digital marketing agency like SyncLab Media. A Brand Mapping or a Digital Marketing Roadmap strategy session would outline the most effective way to use videos. Contact SyncLab Media today to learn more about what they have to offer you.