Last year we saw more and more businesses are investing in video marketing as they realized how much it paid off in terms of leads and conversions. Wyzowl found that 63% of businesses have started using video for content marketing. Why are businesses so hooked on video?
Video is one of the most versatile, profitable marketing tools available and has become the crux of results-driven marketing strategies. In this post, you’ll find out why your business needs to use video for marketing.
- Humanize your brand and create trust
It is no longer possible to ignore the impact of video if you want to build trust with your audience. Video can be used in many ways to enhance viewer experience and build a relationship. Businesses today realize that trying to push their products or services before they’ve built a relationship is counterproductive.
Consumers naturally want to know more about a brand before making a decision to purchase. Effective marketing videos can give them more confidence to make online purchases. In fact, 57% of consumers say watching videos gives them the confidence they need to make an online purchase.
A behind-the-scenes video is a great way to give customers more insight into your brand and build trust. People want to connect with other people. When you take your followers behind-the-scenes, it humanizes your company and helps them to relate. Show them team-building, progress, and successes as well as showing you can make mistakes and have fun.
Interactive storytelling videos are compelling and help to create trust. Weber is one company that shows barbecuing scenarios in their videos and then presents viewers with navigation options to learn more about their products and to view recipes.
- Improve your search results
People spend more time on your website when you use videos. The more time they spend on a page, the higher it ranks in the search engines.
Varying statistics are available about how much more likely you are to show up at the top of the search results when you embed video on your website. Moovly gives this number as 53 times.
Some search engine optimization tips for video content are:
- Create meaningful titles and descriptions for your videos.
- Use appropriate keywords and include SEO tags.
- Use a reliable content delivery network (CDN).
- Give potential customers the way to take the next step – add calls-to-action and links to your website.
- Explore interactive video as user-interaction is important to search engines.
Posting your videos on YouTube extends your reach, but with recommended videos appearing in the sidebar, viewers are easily distracted. They will easily move on to another video, maybe even when posted by a competitor, rather than going to your website. If you want to experience the full SEO potential of your videos, rather host them on a private video hosting platform.
YouTube videos also have a fairly standard look, and you can’t customize them by inserting your own logo etc. Private hosting allows you to customize your videos to suit your brand and gain the most value out of them.
- Appeal to mobile device users
Video is now accessible anytime, anywhere and a growing population of mobile device users is hungry for videos. According to YouTube, mobile video consumption rises 100% each year. If you want to appeal to these mobile device viewers, you need to make sure that your website is mobile-optimized and can adapt to any device or screen.
- Suitable for every occasion
If you’re launching a new product, a demonstration video can explain how to use it and why it’s beneficial. A whopping 98% of users watch an explainer video to learn more about a product or service. It makes sense for businesses to use an explainer video on the homepage.
If you have to explain a difficult concept, using an animated video can make it easier to understand. Animation brings concepts to life, combining simplicity, nostalgia and breaking through the clutter.
If you lack credibility, interview an expert in the field. Want to relate on a more personal level? Create a case study video using a consumer’s story.
The options are also endless for service teams – onboarding videos, meet the team videos, support video calls, and customer stories can create a more personalized customer support experience.
Video content is suitable for almost every possible situation when it comes to marketing.
- Engage effortlessly
Rather than reading extensive copy, consumers would rather watch video. They want to see products or services in action, rather than reading about features.
With the use of facial expressions, music and more, marketers are able to produce engaging videos with an emotional charge. Visual and auditory storytelling is possible, and viewers tend to retain much more when watching a video compared to reading a text.
Videos may take time and money to produce, but they are easy for viewers to consume. HubSpot found that 54% of customers would rather watch videos than being exposed to other marketing tactics from the brands they support.
- Encourage social shares
As many as 76% of users say they will share a branded video with their friends if it is entertaining. Video allows consumers to engage, embed, share and comment on video content at the touch of a button. People share emotions rather than facts. Create an emotional connection with viewers in your video, and when they share, traffic to your site increases.
- Increase conversions
Click-through rates increase by between 200%-300% when a marketing email contains a video. Just mentioning the word ‘video’ in the subject line is enough to increase open rate.
Video production may not be easy or cheap, but the investment is worthwhile. Besides, video editing tools are improving all the time and becoming less expensive.
Today, you’re even able to shoot high-quality 4K video with a smartphone. In fact, in 2018 we have seen a desire for more raw, authentic video over artificial video even if it’s of high-quality. This means video is within reach of businesses of virtually any size.
- Track your results
When utilizing video content, you can better track results. Establish exactly when consumers stopped watching, how many full and partial views a video has and how often a video brought the client business. Compared to text, the ability to track individualized video results is revolutionary.
Private video hosting platforms usually offer comprehensive analytics. You can analyze factors such as who watched your video and for how long. They also give you more opportunities for customization and enable seamless fast delivery of your video content.
The reasons why marketers should start using videos are countless – one of the prime reasons being that they offer more conversions and returns on investment. The idea that brands need to use video in their marketing strategies may not be new but what has changed is how important it’s become in every aspect of marketing, from attracting new leads to nurturing customers. It’s no longer just a piece of an overall plan but central to your marketing campaign efforts.
Author Name: SMRIDHI MALHOTRA
Having more than 8 years of writing experience, Smridhi Malhotra is a professional tech, health and travel blogger. She loves to gather and share her profound knowledge about latest developments in technology.
Smridhi is a management graduate and visual graphics artist and is currently pursuing master’s in behavioral psychology. Her hobbies are practicing mindfulness, counseling children and traveling (a special love for Africa).
You can reach me here