When we started on our journey of trying to revolutionise the disability access market way back in 2014 we decided we wanted to do things differently. We didn’t want to be another cog in the Google machine and become a partner in their business view offerings. We thought we could do something new, original and daring. Instead of using 360 photos we will use…(drumroll please) VIDEO!!! We were boldly going somewhere no one had gone before. What follows is our thoughts on why video is important for the disability access market.
Importance of audio
By using video instead of 360 photographs not only gives you a more complete idea of how a venue looks and functions, it also allows visitors to experience the sounds of the venue as well. This is particularly useful for visitors who are sensitive to sensory issues in the environment and want to experience the venue as accurately as possible before they choose to visit in person. The inclusion of audio truly makes video the only way forward when creating an accessibility tool for your venue.
Break the mould
The traditional way of presenting access information just didn’t get us going. Long text documents with door width measurements in millimetres, really low quality images of ramps and handrails and more importantly, no video. We wanted to completely turn this on it’s head and focus on providing high quality video & audio that would best represent the venue as it looks when open to the public. With video being the most engaging medium on the internet why not create something that includes video clips to support disabled visitors?
By using video you eliminate the need for accessibility text documents written in several language. Producing a video to explain everything regarding accessibility features at your venue is great for large visitor attractions with visitors from all over the world. Video is also inclusive for visitors with only a functional level of English, as there is no reliance on comprehending written documents. The more visual learner can get an idea of the venue by exploring the video online, discovering all the information pertinent to them before visiting in person.
Video is also a fantastic marketing tool. You will see in the statistics below that video is THE most effective form of marketing. Even if marketing isn’t your purpose if you want true engagement and want your message to be heard, you need to start investing in video. Start to look at video differently. It doesn’t need to be all film crews and tens of thousands of pounds on high end production. If we look at video as an accessibility tool, ultimately everyone benefits, as it makes processes clearer and demystifies a lot of the questions the general public may have around a venue. The bonus being that producing video based accessibility information, guides and tours all improves your marketing strategy.
Check out the stats
The way we all as consumers, consume, digest and behave online is constantly evolving. But one thing that is certain, is that video is the most engaging medium out there and it is here to stay. Just look at some of the numbers…
– One third of online activity is watching video
– 51% of worldwide marketing professionals name video as the best ROI
– Marketers who use video grow revenue 49% faster than non-video users
– Video on a landing page can increase conversions by 80% or more.
– Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
– Internet video traffic made up 69% of all global consumer Internet traffic in 2017.
– By 2019, internet video traffic will account for 80% of all consumer Internet traffic.
– The average user spends 88% more time on a website with video.
So to conclude if you’re not using video, you’re missing out. Rethink your accessibility strategy and consider video being the new focus for your next campaign.