5 reasons you should get on board with video marketing
Video marketing is fast becoming one of the go to options for brands, and with 94% of people saying they’d watch a short video to learn about a product or service, it seems silly to miss out on the opportunity.
Creating a video from scratch can seem like a daunting task at first…and one you conveniently avoid. It takes time, effort and money to create a video, and no one wants to invest in video marketing if they don’t think they’re going to get something back from it. But with the inevitable benefits on offer, it’s definitely one you should consider. Here are 5 reasons you should get on board with video marketing.
1. It increases conversion rate
Video is 7.5 times more likely to get clicks than an image, with 80% of video marketers claiming that using video has directly increased their sales! There are lots of reasons for this, but generally people are more likely to stop and watch a video rather than read text.
Hold onto your hats. The conversion rate is even higher when you use video in your email marketing, with a staggering 200-300% increase in click-through rate. The numbers speak for themselves really…
Amazon have only recently introduced video ads to the site and not many businesses currently use them – the perfect time to get ahead of your competitors. Many of our clients are already seeing as much as 5-7% conversion from their Sponsored Video Ads on Amazon, and that’s just the beginning.
Of course, to get the most from your videos it’s important to have a video marketing strategy in place before you go in all guns a-blazing. Do you want to have product demo videos? Reviews or interviews? Short presentations? Are they just for your website or are you planning to post on social media or YouTube as well? If so, how regularly do you want to post?
There’s a lot to think about but when you have a clear strategy those ideas will just churn out.
2. Videos help your business rank in search engines
Yes it’s all about the SEO (isn’t it always!). Google loves videos, possibly because YouTube was the second most visited site globally in 2021. Videos are engaging, entertaining and informative, with people more likely to watch a video than click on a copy-heavy website. Of course Google is going to give them a boost – it’s what the people want! Ever notice how videos are always near the top of the search?
Amazon have much the same view. Take a look at the short video below featuring a screen recording from the Amazon app. When searching for ‘Scottish salmon oil’ on a mobile, Amazon have given more space for the video ad over sponsored product ads. One product video takes up nearly 65% of the screen!
That’s why it’s important not just to upload your video, but to also add in the relevant tags, keywords, an eye-catching thumbnail and engaging title to boost your chances of getting seen. Doing these simple things at the outset will drive your organic reach and ultimately your ranking. You can even add links into your videos to encourage customers to click through, simultaneously creating backlinks to your site and product pages.
The key is balance. Too many links will not only upset the search engine algorithms, it might also be a bit off-putting to the viewer.
3. Videos get shares
We’d all love to be the creator of a viral video. In just seconds your content can go from a couple of views to a few thousand and boom, your brand has a whole new audience!
People are twice as likely to share a video with their friends compared to any other type of content, particularly on mobile. Subsequently, Facebook, Instagram and Twitter will absolutely push video above everything else. With the expected number of social media users to increase in 2023 to 3.43 billion, that’s a whole lot of potential reach.
As we know, YouTube is currently the second most visited site in the world, but TikTok is certainly coming hot on the heels. Short and sweet and with a younger demographic, if something goes viral on there, the conversion rate could be staggering.
4. It gives your brand a personality
Whilst this can be done in writing, there’s no better way to get across your personality than in video. Do your research and find a style you like that fits with your brand’s image. This could be quirky, funny, or smart and professional – it depends what content you’re looking to create.
If you want to be in the videos yourself (which we highly recommend at some point), it’s a great way to introduce you and show the face behind the business. Behind every brand is a human and customers love to see it, which leads nicely into our final point.
5. Videos can build trust between customer and brand
Videos can help build a number of values that are important to customers – honesty, reliability and trust. By using video, the customer can see the product or service in action and visualise how it will work for them. They can see the people and the work behind the business. If they feel they’re investing in a person, and not just a robot, they’ll be more likely to buy. In a 2020 study, 84% of customers said they were convinced to buy a product or service after watching a video. Enough facts for you yet?
The best thing about it all is video marketing is accessible anywhere, anytime. Just think how often you scroll through your phone during the day, on the move or just lying in bed. The opportunity to reach a willing audience has never been easier.