Lights, Camera, Action!
With our first snowfall behind us and Christmas carols blasting in the stores, businesses are beginning to sense the end of 2018 and are eagerly planning for the coming sales year. The start of a new year is a clean state—a chance to rethink budgets and priorities and to reevaluate marketing strategies.
When it comes to strategies and budgets for 2019, there’s one thing that we can say for sure—don’t skimp on video marketing! Whether you’re a small business or a global company, current trends indicate that video marketing will be critical to your success in 2019.
Why is video marketing, so important?
Video is preferred.
It doesn’t take a genius to understand why consumers would prefer to watch a video over reading pages of content. Videos are easy to digest. It takes virtually no effort to listen, and you don’t have the overwhelming feeling that comes from seeing paragraphs of content in front of you. (Cue book report flashbacks, anyone?) You also don’t have to be 100% focused to absorb the gist of the content from a video, and let’s be honest—focus is hard to find in the chaotic, mobile world that we live in
Speaking of mobile, isn’t it easier to watch a video than read pages of tiny text on your phone screen? The scrolling alone is enough to give someone carpal tunnel. (Hand and joint pain from phone use is a real thing by the way, check it out!)
Video is detailed.
If a picture is worth 1,000 words than a video must be worth a million. Paragraphs of text will never be able to capture the intricacies of a product in action, the emotion of a customer testimonial, or the genuineness of a family business quite like a video. Consumers only trust what they can see and understand, and video marketing makes that more possible than ever before.
Most times when a business is selling a product or service, there are other competitors trying to sell the same thing. Video allows businesses to differentiate themselves by pointing out the features and advantages that might otherwise be overlooked.
If a consumer is on your website looking at a product, they might only look at the summary and the first photo, but if that first photo happens to be a video, suddenly that customer now has access to every important detail about your product with just a simple click. This allows you a unique opportunity to sell the specific benefits of a product and the advantages of your product or service over your competitors.
Video is profitable.
Videos really can make you money. I know you probably won’t take my word on this one (if you did, I’m flattered), so I’ll let the statistics speak for themselves. According to the State of Video Marketing 2018report released by Wyzowl:
- 76% say it helped them increase sales.
- 47% say it helped them reduce support queries.
- 76% say it helped them increase traffic.
- 80% of marketers say video has increased dwell time on their website.
- 81% of people have been convinced to buy a product or service by watching a brand’s video.
- 69% of people have been convinced to buy a piece of software or application by watching a video.
I know, I know . . . that’s only one report, so check out some statistics from another infographic on Social Media Today:
Video is loved.
Yes it’s loved by consumers. According to the Wyzowl marketing report discussed previously, the average person watches more than an hour and a half of online video content per day, with around 15% averaging more than three hours!
We’ve already covered that, but it’s also loved by Google’s complex search algorithms. Google’s number one goal is to present users with the content that they most want based upon their search terms. Since consumers want video content, it makes sense that video content would be given special priority in organic search results. So don’t spend all your marketing dollars on Google Ads alone—start investing in video marketing for search engine optimization (SEO) that lasts.
Video is social.
No longer is video marketing exclusively for YouTube. Social channels, like Facebook, Instagram, and LinkedIn are seeing a surge in popularity of video content. Just consider the lightning fast popularity of Facebook Live.
Much of this growth has stemmed from the fact that video content is the most shared form of content. According to the Wyzowl report, “Having watched a branded video that they enjoyed, 83% of consumers would consider sharing it with their friends.” That’s a staggering statistic when you consider how challenging it can often be to get people engaged with your brand.
The infographic from Social Media Today sheds further light on this topic and why marketers are hitting video hard. It states that, “Videos are 6x more likely to be retweeted than photos.” and “Visual content is 40x more likely to get shared on social media than other types of content.” In a society that lives and breathes social media, these statistics show that video could be the key piece that helps your business stand out from the crowd.
So What’s Next?
The thought of integrating video marketing into your overall marketing strategy might seem daunting, but we have good news! Consumers appreciate videos because of their easy to digest content and their authenticity. That means that keeping things simple in your videos can actually be beneficial. A good script and a smartphone could be all you need to get started with a profitable video marketing campaign.
If you’re not a writer and you need help writing a good script, we’ve got you covered. Our content strategists would be glad to meet with you to help you create a successful video campaign in the coming year. For ideas on different types of videos that you can produce to generate conversions or tips on how to produce a successful video, check out this helpful article from HubSpot.
Start the year ahead of the game and make a New Year’s Resolution to increase your marketing ROI with valuable video content!
(Congrats on making it all the way through this post. Too bad it wasn’t a video, huh?)