Most content marketers know that video content is becoming more and more popular. Cisco projects that global internet traffic from videos will make up 80% of all internet traffic by 2019. This is a pretty staggering statistic, but if you’re still asking yourself, “Is video marketing really an effective way to promote my business?” The answer is undoubtedly yes. Here are seven powerful benefits of using video content.
7.) Catch the Consumer’s Eye
65% of video viewers watch more than three-quarters of a video, which is significantly more than text-based content.
Video content has been shown to attract more consumer attention than other forms of content. The current state of content marketing is highly competitive. Consumers are presented with an excess of content to look at and dedicate their time to reading/viewing. The more captivating your content, the more likely it is be consumed.
6.) Clear Product or Service Demonstrations
Did you know four times as many consumers would prefer to watch a video about a product than to read about it?
If you’re promoting a new product or service, try creating a video to demonstrate how it works or how to use it. 98% of users say they have watched a video to learn more about a product or service. This is why 45% of businesses using video content marketing report having an explainer video on their site.
Want to break through the content clutter even more? An animated video can be a refreshing and engaging way to explain your product(s) and service(s.)
Do you know how much of your latest blog post your readers actually read? Did they only read the first paragraph? Did they skip to the end? Did they share it with friends? Text-based content is incredibly hard to measure in terms of these counts.
When it comes to video content, you’re able to measure click-through rates, the number of times someone watches a video, and even the point in the video at which they stopped watching.
Having this information at your disposal allows you to truly learn what is working, and optimize your video content in the future.
4.) Improved Open and Click-Through Rates
You’ve worked hard on an email campaign, and provided your audience with all of the important information that they need, but will the recipients open and read it? Will it work the way that you’ve intended?
Try using video content to boost your email marketing efforts. Yet another powerful statistic: using the word “video” in an email subject line boosts open rates by 19% and clickthrough rates by 65%.
3.) Better SEO
Including video content on your website helps increase the amount of time visitors spend on your site. Longer time spent on sites builds up a higher level of trust with search engines, and signals to them your site is providing quality content.
You’re 53 times more likely to rank first in a Google search if you have a video embedded on your website. Also, since Google now owns YouTube, that significantly increases the positive effect video web content has on your search engine ranking.
Be sure to optimize your video content on YouTube for SEO. Make sure titles and descriptions are accurate, add links back to your site, and include any other important information your audience should know about the products or services you’re promoting, or whatever information is in keeping with the premise of the video
2.) Emotional Connection and Trust
The goal of marketing really is to create long-term relationships built on trust with your consumers. Trust is the foundation of most quality marketing campaigns, and video marketing can create trustworthy connections in ways other content formats can’t.
Video is an incredibly powerful form of content in the way it is able to evoke emotions online unlike any other medium. Video allows you to use things like tone of voice, facial expressions, and emotional music to your advantage. You just can’t do that with a blog post or infographic.
Your audience may not immediately respond to an emotionally impactful video, but they will likely remember it in subconscious ways and think of your video when the product or service becomes more relevant to their needs.
1.) More Conversions
Our number one reason to use video content in your marketing strategy is that, simply put, video converts. Recent research says 71% of marketers report video conversion rates outperform their other content marketing efforts.
Video content marketing can also lead directly to sales. Remember we mentioned that video content helps explains things better? Well, research shows 74% of users who watched an explainer video about a product ultimately purchased it.
There is no question that video is here to stay and in order to stay competitive and relevant, it will be critical to incorporate video into your content marketing strategy. Want to get started but need a little help? Check out our blog on how to use video content in inbound marketing.