Why You Should Invest in Video
You may be asking yourself just how important is video in marketing? Well, let me tell you!
In technical terms, research shows that using videos increases conversion rates by over 80% and gets the audience more engaged with the products or content presented. The effectiveness of video advertising comes as no surprise due to the fact that our brains are accustomed to taking in a lot of information visually. If a picture is worth a thousand words, imagine how valuable video is! Pictures can boost engagement massively, and moving pictures can do even more for your business.
Video is an easy-to-digest format that gives our eyes a break from the plethora of textual information in the online world of marketing. This could be why the world reportedly watches 1 billion hours of YouTube social video per day!
Making video content is not the cheapest form of advertising due to the cost of a professional shoot, but the good news is social media doesn't need Hollywood-level productions to produce good quality, engaging content. The magic is in the product you’re looking to advertise and your team’s creativity! It’s a very accessible media to anyone who has internet access, both to watch and to produce.
Consumers like it because it’s easy to grasp, entertaining and, the key-word, engaging! On the other hand, marketers like it due to its massive potential of giving a huge return on investment (ROI) through various channels!
Even with this blog, how many will read it until the end, re-read it or read specific parts of it? How can we measure that with text-based content? Video has this feedback loop built in. Measure click-through rate, drop-off points, or number of times watched! You can even break this down to an individual level. Provided with all that information means you know what’s working and what’s not, and can improve upon those points.
Another very important reason why video is such a powerful medium is that it builds a form of trust and evokes emotions online. It communicates messages using tone of voice, facial expressions, and music, to name just a few things, more than traditional content does. While not everyone in your audience may run and buy your product immediately, video will have a subtle and subconscious effect on them. Evoking emotion in marketing has been proven to positively impact consumer decision-making, even in B2B markets!
Search engines love videos, they see them as high-quality content. So applying videos in various types of content as well as on your main web pages can thrive for your SEO — always taking note that the video itself has to be properly optimised!
In conclusion video in marketing has become and is continuing to be more affordable and more widespread. It’s one of the most popular content forms in an impersonal digital world; connection and personality is important to us, as consumers, as humans who need interaction. This growth is due to advances in technology but also because video content is easy to spread on a global scale.
Making marketing videos for your business, as easy as I may have made it sound, still requires creativity and knowledge of human psychology. This combination of knowledge and experience makes it possible for great advertising miracles to happen, at minimal cost. Video is truly one of the best ways to get close to your audience and give them a glimpse of what you and your business is all about… And most of all it's fun!