If you are not marketing with video, it’s time to start. Online video content continues to grow exponentially, and according to a 2020 study, 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. In this post, we’re going to look at the major benefits of utilizing video to market your brand, business, or online persona.
The growth of video marketing
Just a few years ago, video marketing was out of reach for many creatives and businesses because of the high cost. You’d need a big budget, a full video crew, and a connection with a production company, all to produce a 15-second commercial, for example. Today, with social media platforms, smartphones, and relatively inexpensive professional gear, it’s not only more accessible than ever to market with video, but it’s a must!
Whether you hire a freelance videographer, or production company to create more polished looking videos, or you film them on your phone, creating videos today is much more accessible, affordable and doable for everyone. Smartphones, inexpensive cameras and the internet have made it possible for everyone to get involved and take advantage of the modern way to market!
Whether you are hiring a production company to create polished, high-quality videos or film them in-house, it is more affordable and doable than ever before. Smartphones, prosumer cameras, and the internet have made it possible for everyone to get involved and take advantage of the modern way to market.
There is compelling data about the benefit of online video:
- HubSpot found that social media posts with video have 48% more views.
- A website is 53 times more likely to rank on the front page of Google if it includes video, according to an article by Insivia.
- According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic.
Consuming video content is faster
Life is busy these days — there are constant distractions, and consumers want to receive information as quickly and concisely as possible. Video provides just that. It allows you to turn pages of written text into shorter, highly engaging content. It saves people time, keeps them hooked, and helps them better understand the information being shared. Video is the easiest media to consume because viewers can see, hear, and emotionally connect with you or your service. Impact BND found that 95% of viewers retain video information compared to 10% when reading text, proving that it is much easier to consume.
Video content creates an emotional connection
Videos also help build trust and rapport with viewers and consumers. This is crucial in building a loyal audience or customer base; as the saying goes, people buy from people they know, like, and trust. So no matter what you’re marketing, leveraging video will give you the most opportunity to create a deeper connection, and form trust with an audience, while getting your message across.
Video increases engagement
People, on average, spend at least twice as long on a web page that contains a video. This means if you include a video, your website ranking will improve over time due to a lower bounce rate (the length of time a viewer will stay on your website before leaving.) In other words, including videos on your website will increase the engagement and ultimately increase the chances of them subscribing, purchasing, or remembering your brand.
Video on social media
You can’t flip through social platforms without seeing videos everywhere, and that’s because companies know how effective it is as a tool. Since most brands have already incorporated video into their marketing campaigns, you could be at a disadvantage if you skip it. Starting out, if you don’t have the budget to work with a professional, it can be as simple as publishing videos on YouTube or other social media channels yourself. Posting a few short videos you filmed each month is enough, and the more consistent you are, the more your audience will grow. Keep in mind, it doesn’t have to be a complicated, high-end video. Even just documenting a day-in-the-life with your phone or using stock media to create video content can be very useful in maintaining and growing an audience.
People want to be involved with authentic brands, and video provides the most transparency, second only to meeting in real life, of course. When creating video content, there’s a general rule that your video should be as long as it needs to be, and as short as you can make it. In other words, you want your videos to be engaging and provide value without causing viewers to get bored and skip through, or to click away.
Marketing with video is a sure way to increase your reach and grow your brand. I encourage you to think about how you can make video central to your digital marketing and take advantage of all the benefits it can offer.
Want to see more from Will Bartlett? Look for more tutorials to come on the Storyblocks blog or subscribe to his YouTube Channel, Alli and Will.