Latest

  • 29.09.16
  • by Ian Stewart

The power of video marketing

The power of video can’t be ignored. It’s the most engaging type of content available today and in this world of diminishing attention spans, increasing internet speeds, unlimited data downloads and with everybody now being a videographer in their own right it’s set to become ever-more popular.

It was only a few years ago that video marketing was considered to be something that could be done only through YouTube, but now the majority of social media networks have adapted their platforms to allow for video marketing – both in the form of live and static videos.  

And as this way of interacting online has become popular, we’ve also seen new channels emerge, predominately with a focus on live streaming. Whether it be Facebook Live, Periscope, Snapchat or Instagram, engaging with your audience through real-time video is now essential to your social strategy.

Statistics show that 80 per cent of internet users remember online video ads. And, according to Comscore statistics, web visitors who watch a video stay on a website an extra two minutes and are 64 per cent more likely to purchase a product or service. You see, that’s the difference between video marketing and other types of marketing, you don’t have the option to buy the product there and then on TV or radio, but video marketing ensures consumers are never more than one click away from buying from you. And for those that watched the video elsewhere, 75 per cent of viewers generally visit a marketer’s website after seeing a video.

Consumers now go to search engines like Google looking for products and services. Video marketing can boost your website’s rank in a Google search up to 53 times – and the higher you show on a search engine, the more chance you have of consumers finding you. Social media platforms affect Google search results and with Youtube being the second-largest search engine, it’s no surprise that videos are ranked high in Google results.

But don’t just make any old video and expect instant, magical results. For a video campaign to deliver the success you are seeking, you must first put it to the test.

  • Don’t be tempted to say too much. Viewers’ attention spans are very short so your content should be no more than 5 minutes (at the very most!). Video ads need to be even shorter. For example, Facebook and You Tube ads work best when they are a maximum of only 15 seconds.
  • Quality is important. A poorly produced, cheap video is worse than no video at all! If you put time and effort into creating a video that is easily shareable, you will reap the benefits.
  • It must inform or entertain. Your message will need to do one but preferably both to attract viewers, be watched throughout and shared. Video is a much better way of making viewers laugh, cry or learn and then take action. It’s the perfect way to keep consumers glued and tell them a story - videos boost your visitors understanding of your product or service by 74 per cent, which is ideal for those B2B advertisers looking to make their USPs stand out from the crowd.
  • Provide a call to action and options for sharing. People love to comment on videos, it’s where you learn more about consumers and collect feedback without necessarily asking for it.

Video marketing is definitely worth the time and effort. If you want better engagement with your viewers, greater organic reach, high conversion rates, lower email unsubscribes, higher click throughs and higher shares then make sure video is a key part of your marketing strategy.