The Importance of Video Marketing
Using video in content marketing is increasing in popularity and has so much value! Besides improving SEO and providing better click-through rates for emails, there are so many other benefits of creating video content for your brand! Video is a visual medium that encourages consumers and potential customers to engage with your brand and even initiate conversions. It’s clear to see that the importance of video marketing can be seen two-fold in its return on investment alone!
Good visual content is the key to garnering engagement. Video serves as the perfect example of this. There is no question that today’s consumers are more inclined toward visual content and by developing captivating, branded visuals, you’ll find your customers will be compelled to react, to comment, and most importantly, to share with their friends and family. According to a study done by the Content Marketing Institute, “audiences are 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.” Even the most dismissive of buyers might take the time to watch a quick video and finally, take action. Of course, that doesn’t mean that people will share just about any old thing. It’s important to create content that tells a story, that will create an emotional response, or that educates.
Gives an Explanation
If given the opportunity to read text on a subject or watch a video, many would choose the latter. In creating educational videos, you’re increasing brand awareness and answering questions potential customers might have about your product. What makes this all the better is that “viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.” So in producing a video, you’re making it more likely that consumers will remember your brand the next time they’re in need of your services.
An explainer video is best when it’s short, directed at the audience, includes a touch of humor, and doesn’t alienate viewers by using jargon and technical terms they might not know. Explainer videos can be repurposed for just about anything as well — from investor pitches to email signatures, to social media.
Creates An Emotional Response
There’s no question about it…. Emotions drive action. In order to create a strategic video campaign that yields tons of conversions, it’s best to create a visceral emotional response from the viewer. Of course, the key is knowing which buttons to press and which emotions to evoke. What do you want your audience to feel? Do you know their pain points? What are your goals? Find those and go from there. To drive awareness, consider evoking these emotions: amusement, interest, delight, and hope. To push for conversions, you should capitalize on these emotional opportunities: family values, self-achieving, nurturing response, and wish fulfillment. The most important thing you want to do is to build trust. You want your audience to feel that they can believe you so that you can develop a strong, long-lasting relationship.
Appeals to Mobile Users
The World Advertising Research Center, or WARC, estimates “that around 2 billion people currently access the internet via only their smartphone.” Therefore, it’s very important to make sure that your content is particularly accessible on mobile devices. It’s clear that video content is already appealing to those who search the web on a smartphone over any other use. Mobile viewers watch over 50% of video content. Also, an estimated 75% of all mobile traffic will come from video content by 2021.
It’s a simple fact. Marketers who use video grow revenue 49% faster than non-video users. This implies that conversion rates for video content are significantly higher than other forms of content. Videos are great for paid campaigns because they are great in ways to expand your reach and increase website traffic, but this is even true in the form of organic traffic. Boost sales through the development of an engaging, organic video campaign! Companies like Step2, the leading manufacturer of kid’s toys and preschool items have even found that those who view their product demonstration videos are 174% more likely to convert than those who did not watch their videos.