In a world where more and more social engagement happens digitally (Snapchat users alone consume over 10 billion videos every day), it’s no wonder that video use for content marketing is on the rise—and with good reason. YouTube is currently the second largest search engine on the web (after Google, which coincidentally owns YouTube) and a 2017 study predicted that by the year 2020, 80% of all consumer internet traffic will be comprised of online videos—specifically, 85% in the US alone. Yet, many companies still view video marketing as an afterthought in favor of more traditional mediums, simply out of concern that they do not necessarily need it or have the bandwidth to create and use it. However, because of the versatile nature of video content (to promote, educate and inform an audience) every business can—and should—use video to maximize their marketing plan.
Here are a few reasons why you should implement video into your marketing strategy:
Build Trust with Your Target Audience
There is no more powerful a tool to elicit an emotional response from your target audience than by employing video. The experience a viewer takes away from watching a video, through the use of music, voice/tone and facial expressions, can be what makes or breaks a person’s willingness to believe what you are saying and, more importantly, buy what you are selling. Making a connection to a person through video is one of the reasons why YouTube boasts over one billion users—nearly one-third of total internet users! When you present your brand in a conversational and approachable manner, you can break down the invisible barrier between buyer and seller, and instill a sense of confidence in your consumer that they need to make a purchase. In fact, 65% of consumers surveyed said that seeing a product demonstrated on video made it easier for them to imagine using the product themselves.
Boost Sales + Conversions
While the idea of creating video might seem costly, from requiring specific equipment to hiring the right individuals to bring your vision to life, adding a video to accompany your product or service page offers significant pay-off. The landscape of retail has changed with big-box stores being replaced by online outlets. Consumers are now opting to spend more time researching a good or service online to make a more informed purchase. In fact, according to research conducted by Think with Google, nearly 50% of Internet users admitted to searching online for videos related to a product or service before visiting in store. This means that brands have an opportunity to capture an audience that is actively seeking them out. Additionally, companies who use online video marketing receive 34% higher web conversion rates than those that do not.
Built-in Audience
One of the biggest benefits to implementing video is that the audience is already there waiting for you. As mobile devices continue to be the preferred modus operandi for more individuals, the volume of video consumption seems to grow almost daily. According to HubSpot, 78% of people watch online videos weekly, with 55% viewing them every day. Video has been proven to capture more audience attention than any medium before, and also boasts the biggest retention rating. Compared to reading, viewers can recall up to 95% of a brand’s message when it is demonstrated thru video rather than text. And with so many different online platforms in which you can share your video messages — through social media channels, website placement or email — it has never been easier to directly target your preferred audience.
The Takeaway
While the importance of video marketing is undoubtedly integral to any company’s brand strategy, it’s understandable that it might seem like an arduous and complicated process, not to mention expensive. Thankfully, there are many affordable, easy-to-use programs that enable the most novice of individuals to craft engaging and informative video (there are a number of free editing apps found in the iOS App Store, for example); and the continued improvement to mobile devices means many of us are walking around with an HD-ready camera in our back pocket. Social media giants like YouTube and Facebook boast staggering numbers of viewers who are consuming video content daily, and the rise of the so-called ‘Influencer’ means even the guy in the cubicle next to yours can amass a large following without any ‘professional’ experience. There has never been a better time to start using video and, as the dynamic industry changes, so can your approach. It doesn’t have to be perfect to start, it just needs to be there.
Interested in integrating video into your marketing plan? Get in touch today!
