The Many Advantages of Video Marketing

In today’s fast-paced world, businesses are always looking for new ways to make their products and services stand out and attract the attention of consumers. Video marketing has proven to be a trend that’s here to stay, with Cisco predicting that by 2022 video content will make up more than 82% of IP traffic.

We live in a “post-text” age. Consumers no longer have the attention span or the patience to read walls of text. They have hectic schedules, are always on the go so they’d much rather watch a two-minute video on their social media feed. By creating short viral videos, businesses can target audience in the most convenient way. Who hasn’t shared a funny or emotionally charged video? There is an overwhelming amount of data showing how powerful video marketing is.

 If you’re not already in the game, using videos to increase your brand awareness and boost your sales, it’s time to start. Still need a bit of convincing? Then keep reading to learn more about the many advantages of video marketing.

(And then admit to yourself that you would have preferred to watch a video…)

Tell Your Company’s Story

Your company’s story outlines who you are and what you do. Any business needs one. It turns you from a faceless corporate entity to something people can connect with on an emotional level. More and more, companies are starting to see the value of building stronger relationships with their customers, beyond that transactional level.  

The type of story you tell will depend on the kind of image you want your brand to have. The most popular type is that of the enterprising individual with a dream and a vision who overcame all odds and achieved success.

Your story should not only explain what you do but also why you do it. By sharing your values, you are humanizing your brand and reaching an audience that shares those values.

Of course, you could just share this story on you About Us page, but then again, who is going to read it? Perhaps only prospective employees preparing for their interview. Communicating your message in video format adds dimension and helps captivate audiences.

Trust and Credibility

That emotional connection we mentioned earlier is what makes people want to do business with you. Some consumers are quite sceptical about buying new products, especially from brands they’re not familiar with. The concept of content marketing which includes video content is to move away from traditional selling strategies. You provide your target audience with useful and entertaining information, and they’ll come to you.

Reports show that 64% of consumers will make a purchase a product after watching branded videos on their social media feed. Trust and credibility lead to higher sales. This is why you see so many companies advertising through YouTubers. YouTubers use video format to create a bond with their viewers and slowly grow a loyal audience. They can then use their influence to promote their sponsors, showing how powerful video content can be.

Google Loves Videos  

YouTube is the second most popular search engine after Google, and it’s owned by Google. To give you an idea of just how much Google loves video content, you are 53 times more likely to appear on the first page of Google search results if you have a video on your website. And it’s not just Google. All the major search engines favour videos in their results.

Why?

Because videos are more engaging, so they increase the time visitors spend on your website. This signals to the search engine algorithm that your website has good content. Moreover, you can use the same video content to promote your business on social media platforms, directing traffic to your website, which again improves your SEO, increases visibility and benefits your bottom line.

To the highest return on investment, make sure you optimize your videos with proper keywords, interest titles and meta descriptions, as well as CTAs (call to action).

Boost Conversion Rates and Sales

Video content can make you some serious money. You should see it as an investment. You get higher exposure, it helps you build trust with your audience and improve your SEO. Since videos are much better than text and conveying emotion, they’re more likely to influence consumer behaviour and persuade a lead to make a purchase.

Are you planning to launch a new product? Are the features that set it apart from your competitors complex and difficult to explain? It’s not likely that your prospective customers will be willing to read through dozens of pages of research, but they will spend a few minutes watching an animated video which shows how it works. Animated videos can breathe life into abstract concepts in a way that text or talking head will never match. They work so well because they’re a perfect combination of simplicity, nostalgia and entertainment.

Mobile Users Prefer Videos

Most people who have a smartphone will use it to watch videos. They could be on their lunch break or on the bus commuting to work. In fact, YouTube reports that video consumption doubles every year and 75% of it comes from mobile devices.

Since the number of people who own smartphones is increasing, the potential audience for your videos will keep getting bigger and bigger. Not only that, but Google reports that people who see a video add on their phones are twice as likely to experience a sense of personal connection than those who view ads on TV. You need to also consider that both Google and YouTube use powerful algorithms to match their users with the type of ads they’re most interested in. This results in a better ROI for you.

Video Is Easy to Consume

Let’s be honest. You don’t need a lot of brainpower to watch a short video. For us, humans, vision is the dominant sense, and we retain the most information with the least amount of energy when this information is presented in a visual format. This works to your advantage. It means that no matter how tired or lazy a potential customer may be, as long as your video content is entertaining, they’ll watch it and you have better chances of engaging them on an emotional level.

Interesting, emotionally charged videos can become viral in a matter of days, reaching millions of viewers. Since we’re also more likely to recall visual information, this means that millions of viewers will remember and be able to recognize your brand name and logo.