video content

Video Content – Why It’s a Must in Today’s Digital World

By: Frank DePino | November 18, 2020

Video content used to be something that fell into the “nice to have” category for a brand. Times have changed. 

Video is now something that every company must have to remain competitive. It has become one of the most widely viewed and most powerful forms of storytelling that a company can use. Today’s customers expect video. There is huge value to bringing in these visual stories. 

This article will cover why you need to incorporate video into your total marketing strategy along with how you can market that content. 

We’ll go into detail about why you need to consider creating video content, why’s is becoming so popular, tools to use, and much more:

  1. The Popularity Of Video Marketing Is On The Rise
  2. Increase Sales & Conversions For Your Business
  3. Using Video Improves Your SEO Rankings
  4. Videos Encourage Social Sharing
  5. Videos Are Preferred By Mobile Device Users
  6. Tools You Can Use To Create Content
  7. Where You Can Market Your Videos
  8. Effective Examples Of Video Marketing

The Popularity Of Video Marketing Is On The Rise

There is one thing that a marketer can be certain of—the demand for video is on the rise and it shows no sign of slowing down. 

The growth of video increases at about 100% each year

If you aren’t creating videos, you are missing a large swath of the population. Research shows that users actually want video and prefer to consume that over other forms of media. 55% of people view videos every day. 

Viewers like videos because it eliminates the need to read. Videos are also a bonus for more visual learners. Marketers like it because it gives them one more way to connect with their audiences

Videos allow for creativity and can evoke emotions that the written word may not. 

digital video marketing

Video also seems to keep potential customers more engaged. 

Viewers stay on a page with a video longer than one with just words. The longer a person stays on your site, the better chance you have at turning them into a customer. 

Video is now something that you can use anywhere.

It isn’t restricted to just a video channel on a platform like YouTube. Video can be incorporated into virtually anything you create. It can be used in emails, social media posts, or even embedded into a PDF or blog post. Video doesn’t have to stand alone; it can complement other pieces of content that you create. How and when you use video is a vital piece of any content strategy. But video is not a piece that you can overlook or neglect. Customers expect it and won’t trust you without it.

Here are some additional video marketing statistics for you to consider. These show how important video marketing is to consumers. 

Video Content Helps Increase Sales & Conversions For Your Business

Video has proven to be incredibly helpful for companies looking to generate revenue for their business. This assertion is backed up by research. People who watch explainer videos, instructional videos, or other visual media that fall into this category are more likely to purchase than those who don’t

Researchers have found that 74% of people who watch explainer videos are more likely to purchase the item they watched the video about. 

This success will also apply to the conversion rate of your site. Videos have proven excellent at getting visitors to take whatever the desired action is on your site. While purchasing is just one of those actions you want visitors to take, video helps improve conversion rates on several actionable items, including email signups.  

Adding video to your emails also helps your bottom line. 

Emails with embedded videos have a higher open rate. If those videos show off a product, those customers are more likely to buy it because you showcased a video of the product in your email. These increases all lead to more sales and an improved bottom line.

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Using Video Improves Your SEO Rankings

When marketers hear about SEO, many think strictly of written content like blog posts or web copy. Your videos are one more tool for helping improve your rankings with Google. You will want to optimize any text used in your video titles, hashtags, or descriptions. 

Making sure to sprinkle in high ranking keywords will get your content noticed. 

Videos are also an asset to your website, even without that level of optimization. Google ranks websites with video higher than sites without video. Adding even one video to a page of your site can boost your standing with Google, meaning more organic traffic to your site. An increase in organic traffic is a sign of well-performing SEO. 

Videos Increase Social Sharing

Social media plays an important role in our daily lives. Not only do we post content that we want people to interact with, we share content that we find important as well. Some of that content could be your company’s videos. Make sure that anywhere you upload this content, it has all the proper social sharing buttons set up. You want to make it as easy as possible for users to share your content. Having users share your content is a free way to increase your traffic, brand awareness, and sales. 

Videos Are Preferred By Mobile Users

More and more content is being viewed first on a mobile device. 

We are now at the point that 50% of all internet searches happen on mobile devices. Brands are making sure they have mobile-friendly content. This includes its video content. This is an absolute must since we spend over three hours per day on our cellphones

For all the improvements made with mobile devices, it can still be hard to read pages or documents due to the size of the screens. Providing content in video form allows users to consume your content regardless of their devices. You don’t want users to pass on your content because it was difficult for them to consume on their mobile devices. 

mobile video marketing

Tools You Can Use To Create Your Video Content

Videos are quite common these days. There is no shortage of tools one can use to create visually stunning content. Even if you aren’t experienced with shooting and editing video, there are still many tools that can help you pull off amazing video for your customers. Some of these are app purchases only, others desktop only, some are both. All are affordable and easy for a beginner to use. They take away any intimidation one may feel about creating a video. 

  • Adobe Premiere Pro
  • Adobe Spark Video App
  • Canva
  • iMovie
  • Openshot
  • Cyberlink Power Director
  • Splice App
  • WeVideo

Where You Can Market Your Video Content

When people first hear the word video, they tend to think of YouTube. While YouTube was the pioneer of video content (and still reigns supreme), it isn’t the only place to find this type of content currently. You can showcase and market your video content from virtually anywhere. YouTube is now just one of many places for videos. Here are some other social media platforms where you can incorporate video marketing content. 

  • Instagram and Facebook have become highly visible venues for video content. 45% of Instagram and Facebook users watch at least one hour of video on these platforms each week. Instagram has 500 million daily users. 45% of that is still a large number of people who could view your videos each week. The stories feature is very popular with users and video is commonly showcased in this medium. 
  • TikTok has become an overnight sensation. The platform is predicated on sharing videos set to music or lip-syncing. All videos are under 60 seconds. There are 100 million monthly users for this platform and 50 million daily users.  
  • Snapchat was the precursor for the format now used by Facebook and Instagram stories. You can share pictures and short videos on the platform and use fun features such as stickers or filters with your content. 77% of college students use Snapchat daily. 24% of Americans have used this app.
  • While not known as a place for video, avid Twitter users engage with it at a high rate. 82% of active Twitter users will watch videos showcased on the platform. So, while this platform doesn’t have the volume of users that other social media channels have, those who are loyal will interact with your content.
social media video marketing

Social media is not the only place to market and showcase your content. To maximize views of your videos, don’t forget to market them to your customers anywhere you are online. Make sure you use all of these avenues to showcase your videos. 

  • Use your website to showcase your videos. Embed it into the applicable pages of your site to complement your written content.
  • Include videos in your blog posts as another marketing tool.
  • Create a YouTube channel so all of your videos can be in the same place. People don’t like to search so this helps keep all of your ontent together. 
  • Include videos in your emails. You can either use your emails as a way to drive traffic to your videos or you can add videos to your emails to amplify the content in your email. 
  • If you send PDFs or PowerPoints to your customers, include your videos when applicable. 

Examples Of Effective Video Marketing

Video marketing can do so many things for your brand. It can help define who you are, invoke emotions, encourage people to purchase a product, drive them to take some other kind of action, and so many other things. Here are some terrific examples of video marketing by brands.

1. Dove: Choose Beautiful

Seen here as it aired in Indonesia, Dove challenged us on the way we think about ourselves. The results are pretty amazing.

2. Apple: There’s An App For That

This commercial was shoot before there ever was an app store. But this was a way to get the world ready for that concept and change the language lexicon.

3. Budweiser: 9/11 Tribute

Budweiser has always made terrific commercials and many people look forward to seeing what they do each year at the Super Bowl. This video they released at 9/11 had nothing to do with selling and everything to do with making the country feel better. This video wanted to evoke our emotions.

Fun Facts To Know About Video Marketing

There is so much to know in the world of video marketing. Here are some fun facts to know about video strategy and the future of video itself.

  • Facebook expects the bulk of its platform to be video in 2021.
  • YouTube is the 2nd most popular website after Google.
  • People watch over 1 billion hours of video on YouTube each day.
  • Close to 2/3rds of people turn to YouTube to help them solve a problem.
  • Social media posts that include video get almost 50% more views than those without.
  • Websites with video are more likely to rank higher with Google.
  • Adding video to your emails can increase your click rate.

As you can see, including video does nothing but increase your stats and improve your existing content. 

Download Our Latest Whitepaper

10 Website Must Haves to Drive Traffic & Generate New Leads

Does your website have all 10? Learn the secrets to driving more traffic to your website, generating more leads, and ultimately increasing sales.

Additional Marketing Tips

As you create your video marketing content, here are some additional things to consider. Use these pointers in conjunction with the tips in this article. 

  • Always have a call to action in your videos.
  • Use tags so people searching for specific things can find your content.
  • Include a script for indexing purposes.
  • Know how long your videos can be for each individual platform.
  • Have a clear plan for what you want your video to accomplish.

Where to Start with Creating Video Content

Video marketing is now a requirement of any solid content marketing strategy. Incorporating video allows a brand to expand its reach and showcase their products to countless new customers. Studies show this form of content is doing nothing but increasing and will soon be the primary way we consume content on the web. Including videos in your emails, on your website, and anywhere else they work will help you increase awareness and drive sales. 

To get started on your video marketing strategy, contact Mediaboom.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.

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