Studies have shown that consumers are at least 64% more likely to purchase a product or service that has video representation. There it is, plain and simple. The rise of video marketing has been, and still is, one of the most exciting digital marketing trends in recent years. With that being said, it is no wonder that online video is doing its part to change the way audiences engage with content, ads, and brands, and no wonder that businesses are starting to take notice. The following is why and how you can and should use video for your brand and digital marketing strategy.
Video is the Future of Digital Marketing
According to a report by Cisco, by the year 2017, video figures to account for 69% of all consumer internet traffic, and video-on-demand traffic will have almost tripled. So, if you’re paying attention, it is clearly evident that if your business doesn’t include video in your online marketing strategies, you are severely missing the boat and will ultimately see a disconnect between your company and its audience.
Multiple studies have shown that more than half of companies are currently using video in their marketing practices – a statistic that is predicted to rise in the coming years. In fact, Nielsen states that 64% of marketers expect video to rule their strategies in the very near future. Why? When it comes to its potential reach, video is unrivaled. YouTube collects more than one billion unique visitors on a monthly basis and video can give you access to this enormous market. YouTube is also the world’s second largest search engine, receiving more search queries than Bing, Yahoo, Ask and other search engines. Get past all of the cute kitten videos, skateboard accidents and television clips, and you will find that businesses across the globe are incorporating video into their marketing practices.
Video is Engaging
Video, by its nature, is inherently engaging. In today’s age of information overload, marketers are flocking to offer content that is easy to digest so consumers will not move on. It is often said that a picture paints 1,000 words. If this is true, then one minute of video is worth 1.8 million words according to Forrester’s researchers. It is no wonder, then, that Axonn Research found seven in 10 people view brands in a more optimistic light after absorbing video content from said company.
What makes video engaging? Well, the answer to this question lies in the way our brains are designed to read and process information. Approximately 90 percent of the information our brains pick up is visual as we process visuals 60,000 times quicker than we can process textual information. Therefore, video allows us to disregard visual intricacies out of our communication and explain difficult ideas to any number of people anywhere. There’s also an emotional connection that can’t be accomplished the same way through text. Text engages people intellectually while video engages us on a more visceral level. While humans are both intellectual and emotional, emotions tend to run deeper and if you want viewers to understand your message in their “guts,” video will get you there much quicker. Since video appeals to both sight and sound, it captures the viewers’ attention immediately and makes a lasting impression.
Video is Now Easily Produced
You’ve probably heard the stories of large corporations spending hundreds of thousands of dollars on a simple 30 second video/commercial and asked yourself if it is really possible to do this for your small business. Well, video is now more accessible for the masses as production costs have fallen significantly in recent years and you no longer need to be a technical whiz to figure out how to do it. There are many apps and programs out there that take the work out of it and make it much simpler to do. And, with the rise of smartphones and their sophisticated camera resolutions, you no longer need to drop thousands of dollars on professional equipment to get nice-looking quality video done right.
The Power of Video
Video, and its rich media content, can boost customer engagement, help convert sales, and increase time spent on your website. If used with a purpose, video can transform your website into a dynamic and interactive place that will ultimately attract repeat visits. But, your website is not, nor should it be, the only place you put your videos. Social media is a great avenue for getting your video message out there. If you want to realize your video’s full potential, users have to be able to find and share it easily. And don’t forget about mobile. With more and more of the search market going mobile every year, this is very important.
What Kind of Videos Should I Produce?
You ask, what sort of content should I put in my videos? Well, this depends on your type of business and the products/services you offer, but here are some ideas to get your started. You can show of a product or service, produce a “how to” video that explains how to do something, display customer testimonials, share your industry expertise, or add a personal touch with an insider’s view of your company. These are just a few ideas and you can use video in any way you choose. As I already mentioned, creating professional video content is much easier and cheaper than ever, so don’t be afraid to try various tactics and approaches to see what works for you and your business.
So, as you can see, video is a large part of the future of digital marketing. Due to its engaging nature, the trend towards inexpensive video production being available to the masses, and its extreme power to grab attention, video is something you don’t want to ignore as you move forward with your marketing plans. If you are looking to start integrating video production into your marketing mix, contact us for a free consultation.