Like bread and butter or pen and paper, digital marketing and video make a dynamic duo. Blend them, and you can make some wonderful pieces of art, as both sides complement each other very well.
Almost any video – demo, advertisement, explainer, or instructional, is a multipurpose marketing tool. It helps businesses establish brand awareness, widen customer reach, and increase purchases.
The bonus point here is that videos are entertaining. They grab people’s attention more than any other form of media and often elicit an emotional connection, driving in more engagement.
So, if you are still not considering making videos for brand marketing, it is high time you do so.
You will find 12 strong reasons to include engaging videos in your online marketing campaign below:
12 Strong Reasons for Using Video Content in Digital Marketing
1. Videos grab attention and engage Audiences
The target audience for your business is likely to deal with different varieties of advertisements when they are online. Therefore, putting a lot of effort into creating eye-catching videos is vital.
When your videos are attention-grabbing, the audiences will stop at your content and leave everything they are doing. Remember, all of this mainly happens while they’re scrolling through their social media feed. They will immediately pay attention to your story and the content you have on offer if it’s engaging.
Videos, specifically explainer videos that give great responses, are also great at grabbing attention. They not only entice people to view your content but even engage them to a considerable extent.
Whether posting organically on social media platforms or running paid advertisements, videos have a better and bigger shot at engaging users. That’s because viewers can consume videos easily and even get a clear idea of the most complex messages.
Videos also encourage viewers to comment, share, and click on a business link if they are looking to purchase something.
2. Consumers are simply in love with Visual Content
For those who are still not convinced of the worthiness and benefits of video marketing, these statistics will be all you need to change your mind. Videos make up 11% of the content on Facebook and accrue 8 billion views regularly. And this excludes Facebook’s Story and Live features.
Go through recent studies, and you will find that YouTube is the second largest search engine after Google and the most well-known site universally. People spend 1 billion hours watching different types of videos on this platform.
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Hence, it’s worth concluding that people love watching interesting and entertaining videos. After all, videos are super educational and accessible.
You have a huge audience waiting to hear more about your products and services as a business. So, by not using video marketing, you are missing out on a huge audience and even potential buyers of your offerings.
3. Videos are Versatile
Videos are versatile in that you can easily use them for addressing different business and marketing requirements. You can use video marketing for:
- Event teasers
- Product descriptions or presentations
- Lead generation
- Brand awareness
Leveraging a video maker online, brands can create the most compelling and top-quality videos that are ready to launch in just a few minutes.
Videos are not just engaging and adaptable; they are also easily available, both on the go and on all kinds of devices. With an increase in the popularity of YouTube and Facebook as mobile platforms, it is not surprising that people like watching videos on the go.
Mobile video viewing is increasing quickly, and people are consuming videos at an equal speed. Since video content is accessible anytime, anywhere, and appeals to the laziest of viewers, it is among the crucial marketing tools for reaching a huge customer base.
4. Educate new users with Videos
Brands can use videos to make prospects and new customers understand the right way of using a product or a service while explaining how it adds value to their lives.
As per reports, 94% of marketers believe that videos have helped their users get a better understanding of their products and services. It also suggests that 96% of the individuals watch explainer videos to learn more about a product or service.
Headspace, a meditation app, has done a good job of using explainer videos to inform viewers how it works and reinforce its important brand messages – all this and more in just two minutes.
Try featuring videos on the homepage of your site, so new customers will quickly understand what you do. Also, share video content in emails and sales presentations to make viewers understand your products and services in seconds.
5. Videos set brands apart
If you are using video marketing but you find that your competitors are not doing so, you can use this as a great scope to gain some benefits.
While your competitors are still using text and images, making product demonstration videos can help you convince a huge audience to purchase your products and services.
Videos allow consumers to get a clear idea about what you are looking to say about your products and services. They get to know about your offerings better than they would through text descriptions and images, which can further help in converting them faster.
The video format involves the use of text and moving images for conveying messages. Therefore, it leaves no room for mess and confusion. Clarity is important when building connections with new audiences. This will further help you accomplish your business objectives.
6. Videos have a bright future and scope
With technology continuing to shift and even change day by day, video content will thrive in various other forms, helping businesses make viewers receptive and engage with them better.
From live streams to one-to-one marketing, it is crucial to understand the way videos can be used for making a huge impact. The future of streaming, VR, and AR services is right at your disposal, so now is the right time to get going with video marketing.
Videos have huge potential, but only if they are integrated well into the digital marketing plan of a business. It is thus important that you stay in tune with the latest updates in this field to leverage the power of videos to the fullest.
7. Videos are more effective than other forms of Content
Carefully scripted, short videos no longer than two to three minutes can be 80% more effective than images and deliver as much information as printed material.
In the present era, when people do not have much time in hand, they would prefer watching a short and informative video to reading an entire article that will take 15 to 20 minutes.
The human brain accepts visuals 60,000 times faster than text. Also, people retain 80% of the information they see and just 20% of the information they read.
All of these statistics prove that brands should include videos in their digital marketing strategy if they want to soar to greater heights of success.
8. Videos help in increasing Website Traffic
Videos are among the most effective tools in earning website traffic and keeping visitors engaged on your site for a long time. Businesses often use promotional videos on social media and other platforms for driving visitors to their sites, and 87% of marketers say that videos help them do just that.
Home Depot, a home improvement brand, has seen this video marketing strategy bring results. The company keeps posting useful videos featuring its products on Facebook. Its videos also include the company’s website link in the caption, making it easier for viewers to explore their products.
Once brands successfully earn those initial visits, they use videos on their site to encourage the visitors to stay on the site longer and learn more about their products and services. 82% of the marketers are of the view that videos have increased the dwell time of their sites.
Videos embedded on a company website might convert users in the following means:
- Sharing customer testimonials
- Narrating the brand story
- Explaining important benefits and features of products
- Showing products in use
- Comparing products with those of competitors
So, the key takeaway here is to promote your videos on social media platforms to increase traffic to your site and keep prospective customers on your site longer.
9. Videos deliver a consistent message
Since videos have a longer shelf life than images, they help brands deliver a consistent message to the viewers.
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Moreover, while posts on LinkedIn and Facebook remain in the news feed for just 22 hours, videos on YouTube are considered effective and active for a far longer duration.
Therefore, presenting your brand message through a video will consistently provoke users to learn more about your product. This way, your customers will also know exactly what they are purchasing from you.
10. Videos make emotional and personal connections with the viewers
Videos provide you the flexibility of deciding on the tone you will use. So, you can easily engage with consumers making them feel as if you are speaking to them directly. You can choose to be funny, informal, formal, or serious – it is entirely up to you.
Videos thus make it easy to build personal and emotional connections with viewers. Take the example of Reebok, the popular shoe brand that recently used a video in its new campaign named “Life is Not a Spectator Sport.” The fresh and creative visuals from Reebok motivate customers to pursue their passions while celebrating their individuality.
The video is Reebok’s attempt of returning to its roots, the brand it was 40 years ago. It marks a new chapter for Reebok empowering individuals to participate in whatever moves them – be it music, sports, activism, or music. The visually stunning creative from Reebok features an assortment of determined and inspirational talent with an exclusive story to narrate.
Set against a background of authentic music and mind-blowing narration, this powerful video has once again established Reebok as a classic brand that is not just about sports.
The exclusive backdrop of the video and its inclusion of the most powerful, expressive, and quirkiest details have made it an authentic piece for viewers to get inspired by.
By driving culture more proactively, Reebok is all set to catch up on new customers with its promotional video. And you can do the same!
11. Videos help brands stay competitive
81% of businesses now use videos for marketing their products and services. And that’s because no other form of content is as amazing as videos when it comes to getting different types of messages out there.
Short and exclusive explainer videos make a huge difference by educating people on the ins and outs of a specific product. Brands can use storytelling and other exclusive types of videos to catch the viewers’ attention and hold it while entertaining them at the same time.
Based on how it stays relevant to your product, you can use an illustrated or animated explainer video to stay competitive in the market. Such videos will help you stand out from the crowd because very few brands make such videos.
12. Top Quality Videos are great at building Brand Authority
Visually appealing, informative, and top-quality videos help businesses attract more eyeballs. They also effectively allow brands to build better authority in the market.
Video marketing is instrumental in creating a meaningful and entertaining experience. This way, viewers have higher chances of making connections that help humanize brands.
If a business successfully tugs at its consumers’ heartstrings, nothing can stop it from capturing and holding its audience. Videos are highly successful at doing exactly that, which further results in better brand identity and stronger brand awareness.
Therefore, businesses engaged in digital marketing need to create good quality videos and integrate them into their marketing campaigns. This guarantees more mentions, likes, and shares on social media platforms, as well as ensures huge returns on investment.
In conclusion, video content in digital marketing is a powerful tool for businesses looking to improve their strategies. By incorporating video into their marketing efforts, businesses can enhance their brand recognition, improve engagement and audience retention, and ultimately increase their conversion rates and ROI.
To succeed with video content in digital marketing, businesses should focus on creating high-quality, visually appealing, and engaging content that resonates with their target audience. They should also consider utilizing social media platforms and SEO strategies to increase their reach and visibility, as well as analyzing and measuring the performance of their videos to continually improve their strategy.
Overall, video content in digital marketing is a dynamic and effective way to connect with audiences in a meaningful way and drive business growth. By leveraging the power of video content in digital marketing efforts, businesses can differentiate themselves from competitors, build stronger relationships with customers, and achieve their marketing and sales goals.
Scott Wilson, a Growth Hack Marketing Manager at InVideo. Wilson has previously written and contributed to audience growth strategies, especially in the field of Video Marketing, for publications including Medium, Entrepreneur Magazine, and much more.