Today Mike O'Neill in Knoxville, TN asked a great question: "I see lots of articles about using Video to market your properties, a few on Tours. Can you write an article about Video vs Tours ? I'm in Knoxville, TN doing some real good virtual tours, but I'm seeing Video moving up the popularity scale. I would love some info about their effectiveness."
First of all here is my take on this question:
That said I ran across a general marketing article just the other day at imediaconnection.com that points out that:
Online video leads to higher conversions and sales. It is more engaging than photos and text, allows for greater online visibility (within search as well as social media), increases the likelihood of sharing, and allows business owners to form an unprecedented emotional connection with customers.
This says it all, you just don't get the opportunity to make as great an emotional connection with stills as with video. Note I say opportunity. Not every video makes that emotional connection. Making great video is way harder than making stills. In fact it's harder than hell! But my sense is that photography is rapidly evolving towards an enterprise that involves both video and stills. I don't think it's one or the other- great marketing involves both.