The power of video marketing

We can all agree that video is a versatile and engaging mode of content marketing.  It not only gives us a “real-life” image of what is going on, it also makes it easier for us to share content across numerous platforms. In the last decade, the digital landscape has changed tremendously. According to a recent research by HubSpot, video marketing is the future because:

  • Adding a video to marketing emails may boost click-through rates by 200%
  • Attaching videos to landing pages can increase conversion rates to 80%
  • 90% of customers state that product videos help them in making purchasing decisions
  • 80% of all web traffic will result from video marketing by the end of 2019
  • 87% of online marketers currently use video content in their marketing efforts
  • 64% of customers are more likely to buy a product after watching its video
  • 59% of decision makers prefer to watch a video than read an article
  • Digital marketing experts estimate a single minute of video content to be equivalent to 1.8 million words

So what makes video marketing so influential?

Boosts your SEO
Did you know that approximately 65% of decision makers visit a website after watching a branded video? Quality and relevant video marketing dramatically optimises your website’s SEO by generating traffic to your site.

Adding video to your marketing efforts also enhances your conversion rates because 39% of decision makers contact a client after viewing a branded video. What’s more, using video content enhances your brand’s appearance on the front page of Google search engine results by 53 times! (Source: HubSpot.com)

Promotes brand recall and recognition
As we all strive to improve the customer journey, capturing their attention is key.  And one of the advantages of video marketing is it is highly visual and audible. Unlike text-based content, video makes it easier for users to remember. Consequently, when customers remember your video, they also remember your brand and often times this translates to sales increase. Furthermore, customers like giving product reviews and sharing videos they enjoy which increases your brand awareness.

Ensuring that your videos reflect your brand message will make your videos memorable. While videos have abilities that text content doesn’t, the voice, logos, colors, and fonts used should portray the same strategy as they do in your articles or blogs.

Stronger emotional connections
Video content is the most powerful medium that evokes emotions in consumers. It reaches the audience on different multiple levels that creates a more emotional connection to the brand above and beyond the traditional marketing methods. While you may not immediately go out to buy a product after watching an emotional filled video, the video subconsciously plays in your mind. Most people still recall a commercial or video that made them laugh or cry even if they saw it years ago.

Stirring up emotions in marketing has been proven to positively impact consumer decision making. Marketers are thus concentrating their efforts on creating emotional connections to their brands which as a result separates them from their competitors by creating brand loyalty. 

Increases customer engagement
A marketing survey revealed that 92% of people who consume mobile videos also share them with other people. This is a massive segment that is higher than the share rate of other types of content. The study also showed that video is shared 1,200% more than both text and links combined. Additionally, 60% of viewers engage in a video post before reading a text post. Because of this, video content is powerful in driving sales and expanding the audience reach. (Source: singlegrain.com)

Thanks to its accessibility, built-in value and viral nature, video marketing stands out as fast-growing, influential and in-demand form of content marketing. It is a perfect way to create content that is personal and has a real impact on your audience. And because buyers want to feel good about their choice, video marketing is the best medium to create this feeling when done correctly.

Which other advantages of video marketing do you know of? Tell us on the comment section below.

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