Well folks, another week and another bunch of fake facts and virtue signalling designed to create FOMO and con marketers into using the self-interested marketing miracle being touted.
And what is this week’s con? It’s an infographic promoting the virtues of video marketing (previously known as television advertising) but as advertisements produced on video now also run on digital channels, they must have a new name. Hence, video marketing.
Ironically, the promoters of video marketing, use an infographic to promote video marketing. They don’t use video to promote video marketing. Go figure?
But wait there’s more…
The video marketing infographic is roughly 21 feet long – that’s 6.5 metres – on my PC. And that’s before I ‘click to enlarge’ the screen. According to Digivizer we each scroll on average, 110 metres every day. So on its own, the world’s longest infographic is about 6% of your daily scrolling activity.
But get this: one of the fake facts printed on the world’s longest infographic claims: “59% of executives prefer watching a video than reading the text content”.
So you have to ask the question: If the majority of the target audience allegedly doesn’t like reading, why publish the world’s longest infographic in the hope they’ll read it??
Another fake fact that will really amaze you – as it reveals human DNA has completely changed and the education problems of the world will now be easily solved. It’s this gem tucked away about one metre down the page:
“viewers retain 95% of a message when they watch it through video”
Who knew? Certainly not the TV industry, as it would never have the audacity to make such a false claim. But hallelujah, the solution to modern education and the future of the planet is video marketing.
Here we are criticising our teenagers for spending too much time watching videos on small screens. How wrong are we? Apparently, teens are learning at levels beyond the capacity of any humans in history. Homo Sapiens have evolved.
After all, according to the world’s longest infographic, our kids are retaining 95% of what they watch on video! Education problems solved! The future of the human population is assured.
Thank goodness for video marketers.
Fake facts are dotted throughout the world’s longest infographic. Take this amazing claim: “video consumption through mobile devices rises by 100% every year.” That’s a lot of percentages – every year…
Or this one: “72% of customers prefer learning about a product or service through a video.”
I’m not sure what to believe, as according to The Word Of Mouth Association: “77% of consumers are more likely to buy a new product when learning about it from friends or family.”
This must be what’s known as the WOM-Video Marketing Conundrum.
If you have a spare hour you can read the world’s longest infographic here.
But on a serious note…
I know video works – always has and always will – when designed well and when it reaches the right audience in the right channel.
But on all trust measurement surveys in the western world, marketing and advertising executives are the least or second-least trusted people on the planet.
So if the marketing industry continues to lie to itself with self-interested promotions like the world’s longest infographic, what hope do we have of consumers ever trusting any messages we create?
These promoters of fake facts need to be removed from the industry, or at least their peers need to call them out and stop them from ruining the marketing industry’s already fragile reputation.
So I urge you, my fellow marketers, take action.
Though I’m not holding my breath. A number of seemingly smart marketers ‘liked’ the world’s longest infographic when it was posted on social channels. Obviously, they are in the special 59% of the target audience and didn’t read it.
I’m off to change my data plan, I need more scrolling metres on my account…