written by Jasmin Oraa
Not all people have the time, patience or fondness to read but everyone definitely loves a good story. And what if this story is about you, your business, your product or your services, how will you capture your audience’s attention and get them to know more about you?
The answer is through video content.
Videos have a way of delighting people with its moving imagery and compelling stories. It also conveys a message effectively and engages people in a way that no other content can.
But more than this, videos are deemed to be the future of Content Marketing.
According to Cisco Forecast, video will represent 69% of all consumer-based Internet traffic this year (2017) and this is expected to rise up to 80% by 2019. If this actually happens then video content marketing could rule over all other digital marketing channels!
But then again since these are all just forecasted figures, you may think that this is not enough for you to feel convinced. So in order for us to prove that this is not just all hype, we present you with 5 reasons why you should think about adding video content as part of your marketing strategy:
1. Current statistics show favorable response towards video content
Aside from the forecasted data mentioned above, videos’ effectiveness are also supported by actual data from studies conducted by research companies. The data below shows favorable results on video content usage, giving you an idea of what to expect from using video content marketing.
Here are some examples:
- Consumers are 64% more likely to buy a product online after watching its video.
- Social video generates 1200% more shares than text and images combined.
- Visitors stay an average of 2 minutes longer on websites that include a video.
- Conversion rate increases by 80% when there is a video included on a landing page.
- When you use video, you have 53 times higher likelihood of ranking on the first page of Google.
- 79% of consumers would rather watch a video to learn about a product, than read text on a page.
- 82% of consumers have been encouraged to take action after watching a business’ marketing video.
2. Emotions play an influential role in consumer behavior
If a picture is worth a thousand words, a video is worth a million.
That is because our brain’s processes can digest visual information 60,000 times faster than text. Moreover, 90% of information that is transmitted to the brain is visual. In short, we are visual beings.
In addition to being visual beings, we are, to top it all, human. And as human we are capable of feelings and emotions. A video is more personal and its components – the storyline, visual effect and sound – have the power to trigger an emotional response from us. As you may agree, this would hardly be the case when we read – say, an article or a blog.
Drawing out emotions from consumers is not something we do just for the sake of gaining likes or shares. Advertising research reveals that emotions actually play an important role in influencing consumer behavior.
Some observations are:
- Emotional response to an ad has a greater impact on customer’s decision to buy than the ad content itself.
- Purchase decisions are based more on emotions than logic and rational thinking.
A video’s creative process can however be painstakingly long as it goes through the stages of planning, actual filming and post-editing. But if your goals are to increase your profit, engagement and brand recall, video marketing is the best way to go about it. However, don’t create a video for your business just for the sake of creating one.
If you want to ensure that all your hard work will pay off, keep in mind that your visuals should appeal to your audience and that the video contents you create are of high quality.
3. Continuous popularity of YouTube and its influencers
Video sharing sites, such as YouTube, have been gaining grounds over the years, without showing any signs of this slowing down anytime soon. Based on the current data, YouTube racks up an average of almost 5 billion videos watched every single day!
In Sweden, YouTube dominates the digital marketing as 34.1% of internet users visit it daily, with 15-22 year olds as its top users. This result came from a survey conducted by Dagensanalys.se in 2016.
With a huge number of visitors, there is no doubt that exposure to different contents is highly probable and therefore is an effective distribution channel that can promote awareness to your brand. In fact, figures show that 1 in 4 shoppers say they’ve used YouTube to search for a video related to a product that they’re considering in-store.
Video content types can also vary from product previews, testimonials and product demos. As an example, below is a video introducing a certain new product on YouTube:
clip from: Microsoft Surface Youtube Channel
YouTube has also paved the way for influencers called ‘youtubers’. They post different kinds of content such as vlogs, tutorials and react videos where they engage and interact enthusiastically with their niche community. Some of them have even gained a strong following who shares the same interests. They are called influencers since they have the ability to attract the right audience and influence their buying decisions.
Some companies have collaborated with youtubers while others have offered them free products to review. This is a way for their brand to get some exposure through entertainment and without the idea of hard selling and the usual TV-sales pitch. According to variety.com, youtubers are perceived as 17 times more engaging than mainstream personalities.
Therese Lindgren, a popular Swedish vlogger with almost 500,000 subscribers on YouTube demonstrates this in some of her haul and unboxing videos. This kind of video trend is quite popular as it gives the audience a sense of anticipation and excitement as the YouTube personality unwraps a package and reveals the product which they also test out and review in the same video.
Here is an example of Therese Lindgren’s haul video where she demonstrates and comments on some training clothes:
clip from: Therese Lindgren’s Youtube Channel
4. Video Marketing Channels are constantly emerging and evolving
Gone are the days when video contents could only be found on a handful of online video platforms. Now, more and more social networks are allowing video features on their sites.
Aside from YouTube, other video platforms like Instagram, Linkedin, Twitter, Periscope are also taking the internet by storm. Snapchat, a still fairly new app, fuels 10 billion daily video views. This is actually 2 billion more than Facebook’s daily video view counts!
Facebook, although not a new video platform, is constantly improving its video service feature as it joined the ranks of other social networks which offer live video streaming. If your business is small or if you don’t have the budget to spend on high-quality filming equipment then this feature is ideal since you only need a video camera, internet connection and a Facebook account. You can also use this feature when covering events and behind the scenes, as well as providing daily updates.
But don’t forget that aside from social network channels, there are also other video distribution channels you can use. These are through emails and newsletters, company websites and campaign landing pages. Which channel to use depends on your targeted audience’s preference to get the most from your efforts.
This growing trend of video marketing channels is actually preferable since the more channels there are, the wider the reach you can have. And if your content is interesting enough, then the more likely it will get shared across multiple channels.
5. Other marketers have already adapted video content marketing
While you are going about your usual marketing strategies for the day, your competition has already taken big steps ahead of you by adapting video content to promote their businesses.
In a recent survey performed by wyzowl, results show that 63% of businesses are using video as a marketing tool, where majority of the marketers (82%) agreed that video content is an important part of their marketing strategy. As a result, marketers (99%) express their desire to continue using video as their marketing tool.
As videos continue to spread, engage, provide desirable results, and receive lasting support, the more likely that video marketing is here to stay. This is not just a trend but a fundamental shift to a more creative way of presenting ideas to the world.
There are more reasons out there besides the ones we have covered in this article, but the message is just the same: Video content marketing will surely help meet your business goals. So hesitate no more, give video content marketing a chance, and don’t let yourself be left behind!
How do you plan on using video content to market your business? Feel free to share in the comments.