Five Reasons to Incorporate Video into Your Marketing

Video has reshaped the marketing landscape, and we are nowhere near saturation levels yet - how many videos have you already seen today? Counter that with how many of you reading this regularly use video in your marketing? If not, you aren’t alone, but here are five reasons why you should.

Audience Demand

By 2020, online videos will make up more than 80% of all consumer internet traffic.

Video is more engaging, more memorable, and more popular among consumers than any other type of content - but most importantly, in 2019, technology requires it. This is not to say drop all other forms of marketing, it is to say you to thrive you should build a coherent video marketing strategy that makes sense for your business and customers.

Google Android: Friends Furever, most shared video ad of 2015.

Explain, simply

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.

If you have a complex business, idea or cause, video is the way to go, it is widely said that one minute of video is worth 1.8 million words. So, make it easy for your audience to connect with you by keeping your messaging as simple as possible.

80% of consumers believe demonstration videos are helpful when making purchases - so, don’t tell your audiences about your product or service, show them with video. 

Emote, quickly

Four times as many consumers would rather watch a video about a product, rather than read about it, and they are much more likely to emotionally connect with a video than with an article. 

Emotion drives purchase decisions, even in business - some pretty groundbreaking research in 2015 found that emotion is essential to decision making, so even if you are making a decision in business context which you might assume was logic based, the buyers are still looking for an emotional trigger to tip them over the edge into conversion.

Drive Conversions

Including video on landing pages can increase conversion rates by 80%. Videos increase the length of time people stay on your page, giving your messaging longer to sink in. If company employees are also in the video, the trust factor is raised significantly. We know that trust is a huge driver in sales and conversions, so build it.

Measure Success

Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t.

It can be much easier to measure the success of a video than more traditional forms of marketing. Make sure to set some clear objectives up front, and be sure to consider the following for your video marketing metrics. WAIT: you don’t have to measure all of these, choose those which makes sense for your campaign.

Views - how many people watched to a certain point in your video: YouTube consider a view at 30 seconds, Facebook at 3 seconds. Do you research on this!

Play rate - how many people actually clicked the play button, this can give you some interesting insight as to how compelling your video title and descriptions are.

Engagement - what was the call to action and did it work? were you asking people to visit your website, call, share, comment?

Social Shares - see where your video went and why - if your video is for a niche professional services audience, then you might not get a tonne of social shares, and that’s okay!

Click-through-rate - how many people clicked through to your website after watching your video?

And finally, don’t be afraid of The Vertical. 94% of users hold their phone vertically when watching a video even if they were intended to be watched horizontally.

Vertical videos have become more and more popular to the point that they now outperform horizontal ones. © Snapchat