The Benefits Of Video And Why It Is Essential To Any Marketing Strategy
Video has proven itself to be a highly effective marketing tool for businesses. It helps spread the message of your brand, products and services in a uniquely compelling way, delivering a host of benefits unmatched by other mediums.
By incorporating video into their marketing strategies, marketers enjoy a range of advantages to help their business connect in a more engaging and impactful way with their target audience.
In this article, we explore the benefits of video and why it should be an integral part of any successful marketing plan.
The dynamic nature of video means it has the power to keep people interested and engaged for longer.
According to Optinmonster, 72% of customers say they would rather learn about a product or service by way of video, whilst 83% of video marketers claim that video has helped increase the average time visitors spend on their website pages (Wyzwol).
This increased engagement can translate into higher levels of brand awareness, increased website traffic and stronger relationships with your target audience, making it a powerful tool for communicating your message and ultimately leading to more people buying from your brand.
Greater Emotional Impact
Research by Insivia, found that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text.
With the help of social-sharing platforms, video content that is emotional, educational, and relatable is the most likely to go viral within hours, potentially acquiring millions of views for your business.
So, whether you’re trying to evoke laughter, sadness, joy or any other emotion, creating an emotional connection with your audience can be a powerful motivator for them to take action.
This powerful and thought provoking video, Real Beauty Sketches, which is one of the most famous Dove films is a great example of the power of emotion to hook an audience.
The video explores the gap between how others perceive us and how we perceive ourselves as each woman is the subject of two portraits drawn by FBI-trained forensic artist Gil Zamora: one based on her own description and the other using a stranger’s observations.
Another example is the below video by Getup! – an independent movement of more than one million people who are working to build a progressive Australia and help put people back into politics.
This video highlights the support of marriage equality and although now over 11 years old, it’s message is as impactful and thought provoking as it was when first released.
Video content is shared 1200% more times than links and written content combined, with people two times more likely to share videos with their friends than any other type of content. So, when it comes to potential reach, video is unbeaten.
As a result, video can help you connect with the right people and reach your target audience on a scale that would be difficult to achieve with other marketing methods.
Add into the mix the popularity of social media platforms and when people share video content, it exposes your business to an audience outside of your original target market.
According to The Marketing Helpline, posts on social media that contain video get 48% more views. As a result, word-of-mouth marketing can have a significant impact on conversions as people are more likely to watch a video shared by those they know.
This is why video has the highest organic reach of all types of content.
Improved Search Engine Optimisation (SEO)
Video is a powerful tool for improving your search engine optimisation efforts, with search engines such as Google, favouring websites that incorporate video into their content.
One of the biggest ways that video content can improve your SEO has to do with Google’s internal algorithm for generating search engine results pages.
Google values two things above all others – the quality of your content and its relevance to someone’s original search terms. So, if your website features a mixture of text and quality visuals, like video, it means your pages are as varied as they are informative.
You can also leverage the power of video SEO through YouTube, which is the second-largest search engine after Google with more than 1.3 billion users and over 15 billion videos watched every day. (monsterinsights)
By featuring your video content on platforms such as these, it will help improve your search engine rankings and drive more organic traffic to your site, thus leading to increased brand exposure and a higher return on investment for your marketing efforts.
Increased Conversion Rates
Video has been proven to boost conversion rates. This is backed up by research carried out by WordStream, which found that including a video on your landing page can boost your conversion rate by up to 80%. In fact, 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. (Optinmonster)
These stats show that by showcasing your products or services in a visual and engaging way such as video, you can persuade more people to act and make a purchase.
This video which we produced for Wrapmaster to highlight their new 98% recycled foil product, had some great results for them, specifically within trade media, causing a spike in page views on the Wrapmaster website.
Some fantastic results were also achieved on social media, with high impressions, engagements, and media views.
Video is one of the most cost-effective marketing tools available. With varied production approaches that can be tailored as needed to match specific marketing budgets, cost is no barrier to harnessing the benefits that video can offer.
Compared to traditional advertising methods such as print or television adverts, video provides a higher return on investment. According to research by WordStream, marketers who use video grow revenue 49% faster than non-video users, making it a smart choice for businesses of all sizes.
Once produced, video can be easily shared and distributed across multiple platforms, ultimately maximising investment and providing long-term benefits to your business.
Not only is consumer appetite for video content continually growing, but there is now a wide body of research demonstrating the significant impact such content can have for a business. We’ve outlined some of these research findings in this article, but this is really just scratching the surface.
By showcasing your products or services in an engaging way, video can persuade more people to act upon your call to action, driving awareness and sales, and increasing revenue for your business. What more could you want?
If you would like to discuss how Dead Ready Productions could help you to further enjoy the benefits of video for your business, please get in touch via the button below or by calling +44 (0)208 339 6139.