As you can probably figure out by now, leveraging video as part of your company’s overall marketing strategy is one of most useful trends today and is most likely going to continue to grow over the next few years. These wonderful statistics below highlight the importance of incorporating video into your marketing strategy in 2020:
- 70% of consumers say that they have shared a brand’s video
- 72% of businesses say video has improved their conversion rate
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video
Video is easily one of the most popular and effective ways that customers learn about new products: And don’t just think YouTube. To witness higher engagement with your video marketing, you can make a video post or start a live broadcast on Facebook, Instagram or LinkedIn.
One of the issues that agencies and marketing managers have faced recently is the growing shift to mobile devices. Those long-form, lead focused sales pages and emails of the past are gradually losing efficiency simply because on mobile screens, they’re simply too difficult to read and are ultimately utilized differently. However, video can convey the same information in a more engaging way as well as format that will work perfectly regardless of platform.
Now of course Google’s noticed this and are starting to reward video producers. One of the most obvious ways this is happening is if your website includes video, it’s 53X more likely to get a first page spot in search results. Why is this? Because video improves SEO, which boosting a business’ ranking. Keep in mind though, pumping out boring, less engaging, and overall poor content is not going to magically make your business dominate your local SEO landscape, this is simply one of the many gears that need to turn to accomplish this.
One of the most valuable and useful benefits of implementing a video marketing campaign is how it allows you to easily reformat your content to the viewer and device. Imagine for a second that you’ve recorded a video for your YouTube channel. Instead of just publishing it to youtube you could also:
- Get it transcribed so you have a text version of the video
- Publish the transcription on your blog under an embedded YouTube video for better rankings
- Upload the raw video with the transcription as subtitles to Facebook (native Facebook videos get a much higher impression share and engagement than shared YouTube videos)
- Turn the transcription into a standalone blog article with a short rewrite and addition of relevant stats/images
Here are some other trends that are gaining more and more traction as time goes on:
- Live video is particularly popular with a large number of businesses who use it for interviews, product demos and behind-the-scenes glimpses of the brand, such as life in the office, how products are made, company events, etc.
- 1:1 video is when businesses or marketers create personalized video messages rather than make phone calls or send emails. With the decreasing cost of film equipment and increasingly high-quality smartphone cameras, this is easier than ever.
- Video SEO. YouTube and other videos are displayed in the SERPs, so video optimization is becoming much more important – like using text overlays and closed captions, in addition to your description, title and file names.
I’ve been harping on this for years and I finally have the confidence to say, “I told you so”; Video marketing is becoming more and more widespread and skipping out on this area is a missed opportunity. Creating video content for your business requires creativity and knowledge of human psychology, and these components makes it possible to create real miracles of advertising at minimal cost.
Emotionally charged, engaging, unique, and fun video advertising can be spread on the Internet in a matter of minutes and this is the whole point of video marketing: only creative survive!