As digital marketing increasingly becomes an integral part of your business, employing strategies to keep you ahead of the competition will need to be a top priority. Interestingly, using video in your content proves to be one of the most powerful ways to achieve this.
Although video marketing might seem overwhelming at first, it has become an essential tool for many businesses. In fact, Wyzowls’ Video Marketing Statistics 2017 reveals that 63% of businesses are using video as a marketing tool. Out of those, 82% feel that video is a crucial part of their marketing strategy.
If you are wondering whether video marketing is worth investing more, read on.
4 Reasons Why Video Marketing Works
#1: Builds Consumers Trust Easily
Video production takes time, effort and money. And not everyone has enough resources to do it. But is it worth investing in video marketing? Definitely. Studies show that videos generate more trust in consumers than written content.
As statistics reveal, 79% of consumers would rather watch a video to learn about a product than read text on a page and 84% are likely to make a purchase after watching a brand’s video. Consider how this can make a difference in your conversion rate and you will start to understand why video is becoming an indispensable tool in your marketing arsenal.
Videos also draw more customer attention than any other medium. Given that we are in the midst of information overload, your brand will not succeed if you cannot stand out from the crowd with a unique story. Fortunately, video marketing has the ability to make a compelling pitch more quickly than reading would. It can easily get your message across, and when done effectively, it can grab your customer’s attention without much difficulty.
#2: Connects on a Personal Level
When consumers see someone on the screen, they build a sense of relationship toward the brand. Rather than them just reading blocks of text that could have been created by anyone, they see a face. They learn who the person is. They see and hear the person’s emotions through his/her tone of voice and non-verbal gestures.
And even if there is no conversation going on, the visual information they see is enough for them to understand what is happening. A sense of personal connection develops almost instantly as a result.
In addition, when people encounter the real faces and personalities behind your business in a video, you foster a strong and meaningful relationship. They get the idea of how passionate you and your people are in giving them the solutions they need. By becoming visible through video, you evoke emotions that traditional content may not be able to do. When you leverage this powerful aspect of video, not only do you instill trust, you also drive viewers toward a desired action.
#3: Engages Customers More Effectively
According to Wordstream, social video generates 1200% more shares than text and images combined. Views on branded video content have increased 257% on Facebook and 99% on YouTube as of June 2017.
Content Marketing Institute also indicates that web users are 10 times more likely to engage with, comment on, share video content than blog posts or related social media updates. The numbers only prove how crucial video marketing is in your overall marketing strategy.
Video also engages even the most dismissive buyers as it is super easy to consume. Instead of reading long product descriptions or filing through online catalogs, buyers can see the product in action at the touch of a button. Through an explainer video, your customers can gain a better understanding of your product or service. If you are selling an app or software, they can get a good grasp on how it works even when it can be quite tricky. This ultimately can reduce the number of support calls you receive in a day.
#4: Increases Conversion and Sales
Multiple studies show that including video on a landing page not only boost conversions but also lead directly to sales. While text is still an integral part of your website, videos are more appealing to visitors. As a result, they are more likely to linger to find something helpful or interesting about your business or one of your offerings. This in return can lead to higher conversions. It is also found that customers are nearly twice as likely to purchase a product or service after watching video content, particularly demo videos.
If you can make high quality, compelling videos, visitors will stay longer on your webpage. This sends a positive signal to Google and helps improve your search ranking in return. In other words, the more people spend more time on a page, the better that page will be ranked. Needless to say, landing on the first page of Google can have immense benefits to your business, especially in terms of conversion and sales.
Videos can serve as a solid foundation for a great marketing strategy. As the above points have shown, investing in this highly rewarding medium can do wonders toward capturing your target audience’s attention, building trust and meaningful relationship, increasing engagement, and more importantly boosting conversion and sales.