In recent years, videos are undoubtedly gaining more popularity over any other types of content marketing techniques. Facebook, Youtube, Instagram, and Twitter are being flooded with video promotions of different products or services.
The reason for this popularity is video combines both audio and visuals to deliver the messages to the audience. Research suggests that videos quickly capture attention as our brains capture visual information more quickly. We use our senses to process different information around us. By hearing, moving, tasting, touching, seeing, and smelling, we observe things and make decisions.
Through video marketing, brands tell compelling stories that attract and engage the target customers and trigger an emotional response within them. This is an effective way to connect with the customers, persuade them, and increase sales.
Top 10 Benefits of Video Marketing
Most marketers are already aware of the outstanding benefits that video marketing can bring to their business. But for a video marketing campaign to be successful, videos need to be fully optimized, targeting the right audiences and capturing their attention. A properly run video campaign can boost reach and drive sales. Below we are sharing some of the most useful benefits of including videos in your marketing strategy.
1. Consumers Love Video Content
In general, people like video content more than any other content type such as images and blog posts. There are several reasons behind this. Videos combine audio and visuals to create an entertaining and educational experience for the users. Videos have a very high audience as it is readily accessible through different platforms like Youtube and social media.
People spend a huge amount of their daily time watching videos on different platforms. A recent study suggested that Youtube is the second most popular website in the world with an estimated time spent watching videos daily summing up to 1 billion hours. So video marketing is undoubtedly one of the most effective and accessible ways to reach millions of customers.
Before buying something, consumers spend a good amount of time researching the product on official websites, social media platforms, Youtube, and other places. Video marketing can be implemented into any of these channels to improve the chances of better visibility and consumption.
2. Influence Purchase Decision
Videos help the customers understand different product features easily. As a result, the likelihood of buying a certain product increases. As per Forbes, 90% of customers say that videos help them make purchase decisions.
When people choose to buy something, their subconscious minds and emotion are also involved in the decision-making process. As per Harvard professor Gerald Zaltman, 95% of buying decisions are made at the subconscious level. Emotion is one of the most important urges at the subconscious level that drives purchases. Videos connect to the consumers emotionally making them engaged and intrigued. For example, luxury item brands try to bring out the feelings of personal status, prestige, and grandiosity.
3. Grow Revenue
Video marketing is an effective way to increase revenue for your business. Uploading explainer videos on the product or service landing page can educate the customers about all the features and characteristics of the product. Videos can display both live demos of the product and product reviews in an entertaining and engaging way.
A recent study suggested that marketers can increase their revenue by 49% faster using videos in their marketing efforts. More marketers are being interested in video marketing gradually as it increases sales rapidly.
4. Build Long Term Relationships
Video marketing is an easy and effective way to connect and communicate with potential customers. As the audience can learn about the products or services and interact with authorities regarding their experiences and complaints, videos are also a great tool to build trust and long-term relationships with customers.
Viewers can put their valuable reviews on the video page. These reviews count as external reviews and are a great tool for marketers. New customers can view these reviews and make purchase decisions.
Influencer marketing through video medium is a great technique to reach potential customers and engage with them. This reflects honesty from the sellers and instills a sense of trust among the buyers.
5. Rank Higher In Search Engines
Videos are not only a great component of marketing campaigns and a tool for spreading information, but it also has a great impact on improving your website’s position in search engine ranking.
Before uploading, you need to make sure that the videos are fully SEO-optimized. The first thing about SEO is that you need to create quality video content. Then you should put an eye-catching thumbnail and relevant title for your content. This way your videos can bring better visibility and substantial organic traffic from search engines.
Google loves to put Youtube videos on the first page for different keywords. It is possible to include links to your website’s landing page or product or service page. However, you should not overdo it as that can make it annoying.
6. Get Ahead of Your Competition
Nowadays, most digital marketers understand the impact that video marketing can bring to their businesses. More and more marketers are just moving on to using videos in their marketing campaigns every day.
If the current trends continue, there would certainly be a time when there would be huge competition in this field. It would be quite frustrating if you see that despite your best efforts videos get lost in the competition. So it is high time you get involved in video marketing and establish a position for your brand.
However, creating tons of low or mediocre-quality video content is not worth it. A few high-quality videos with a great number of views are much better than lots of videos with minimal views.
Creating quality video content requires strategy. Uploading quality videos on a regular basis will help attract and engage potential customers on your site. This will drive to your site before they turn to your competitors.
7. Increase Customer Engagement
According to a study by Paul Zak, Director of the Center of Neuroeconomics at the Claremont Graduate University, a good video tells a story that triggers an emotional response from the viewers. This emotional response alters the brain chemistry of the audience.
As per Zak, viewers love stories as they can connect with the content emotionally and gather important information at the same time. Engaging stories can unite and connect people, form meanings, and are cherished for a long time. When thinking about stories, the first things that come to mind are plot, characters, and events. However, the stories can mean much more than that. They can elucidate dreams, values, passions, memories, etc.
With the evolvement of technology, stories are now shared through digital media including television, social media, and other platforms. We are also evolving the way we perceive stories and connect to them. Expert marketers share videos that tell stories by connecting people and raising awareness. Suspense, drama, and emotions- all ingredients are there to get involved and engaged.
Through video marketing, marketers provide the audiences with an intimate glimpse into the company’s values, culture, quality, and working principles. It is through videos that the customers get the idea of a product or service. So videos are an undeniable medium to engage with customers and drive sales.
8. Important Addition to Email Marketing
Videos can have a great impact on your email marketing campaigns. We all get bombarded with tons of promotional emails every day which we simply do not bother to open. So in this busy world, it is often hard to make a reader just open the email messages.
Repetitive emails from brands can be vexatious to the readers. And people often tend to unsubscribe from the mailing list if they really find it boring. To make the readers engaged and increase conversion, marketers often include videos in their email campaigns.
According to Brainshark, including videos in emails can increase open rates by 20% and boost CTR by 200-300%. Even simply putting the word ‘video’ in the subject line of an email can have a miraculous effect. It reduces the unsubscription by 26%, increases the open rates by 19%, and click-through rates by 65%.
Videos if placed properly can have a great impact on email marketing campaigns. It is really helpful to attract, engage, and persuade the customers. Marketers can also get valuable insights into how much their content was viewed and for how long the video was watched.
9. Get More Shares
In social media including Facebook, Twitter, Instagram, or YouTube, videos are preferred over any other content. There are several reasons behind this. First, videos are self-explanatory and time-saving. Texts and images can be monotonous sometimes, but videos provide the relevant information in an attractive and engaging way.
Studies suggest that people instantly share videos that they enjoy on social media. Sharing has a multiplying effect, so more shares on social media mean more visibility for your brand. As per SocialShepherd, there are some statistics that will demonstrate the impacts of video marketing on social media.
- Tweets with videos get 10 times more engagement than those without videos
- Linkedin users are 20 times more likely to share content if it has a video
- Users on Pinterest are 2.6 times more likely to make a buying decision if they see a promotional video
- Instagram users are generally more engaged with videos than any other content types
10. Connect to the Business Leaders
Videos can help boost brand awareness, improve search results ranking, increase conversion, and increase profit for the organization. There is much more than that. Videos help reach business leaders or decision-makers from other organizations. This can bring in more lucrative business opportunities from other businesses.
Videos are increasingly becoming a popular source of information for executives, as a Forbes study suggests. A large chunk of senior managers regularly follows business-related websites and watches videos related to their works. They are more likely to share the videos on social media if they find them worth it. They can also take action by purchasing the products or signing new contracts.
Some of the older professionals still prefer texts and visuals over videos, but 30 percent of the manager under 40 say that they like videos more. In general, across all age ranges, 53 percent of executives say that they look for the product, service, or vendors after watching videos, while 51 percent of managers under age 40 actually make the purchase decisions.
So we can vouchsafe that videos are more popular than texts and images combined. But when targeting managers for business leads, marketers need to contemplate their strategies. The careful combinations of videos and texts can be the most effective way to reach potential business leaders.
To Sum Up
Video marketing has certainly a whole lot of benefits, from increasing traffic and boosting sales to building trust and long-term relationships. Brands use videos that elicit narratives that drive emotional responses from the customers. This makes the customers motivated and increase conversions for the company. So if you are still not using videos in your marketing endeavors, it is high time you start doing so. Without videos, your marketing plans would remain incomplete.