4 Powerful Reasons You Need a Video Marketing Strategy

4 Powerful Reasons You Need a Video Marketing Strategy

While most marketers know on a fundamental level that video is essential – and might even be posting videos regularly – there’s not always a strategic marketing objective behind it. In this 2-part blog series that examines video marketing, we’ll take a look at video’s growing importance in content marketing and, in part 2, provide tips for creating great marketing videos.

There’s no question that video is imperative; people today are spending a third of their time watching online video content and where the views go, ad dollars follow. According to Wyzowl’s Video Marketing Statistics 2018 Survey, 81% of companies use video as a marketing tool, up from 63% in 2017, and 81% of consumers reported they have been convinced to buy a product or service by watching a brand’s video.

During 2018, we continued to see brands publish more video content in an attempt to keep up with the growing customer demand because:

  • Each day, more than 500 million hours of videos are watched on YouTube
  • 93% of businesses reported gaining a new customer as a direct result of a video posted on social media (Animoto)
  • Video generates 1200% more social shares than text and images combined (Small Business Trends)

Don’t Just Tell It — Show It

1. Video Builds Trust

Video content is likely to engage audiences and ignite emotions and YouTubers are now the most influential social media figure to promote your brand. So, if you’re serious about content marketing, you should also be serious about video.

Some consumers remain skeptical about buying products and services on the internet because they fear fraud and cheating, but promotional videos can foster trust as well. Successful marketing videos present your products in a relaxed, conversational form that gives consumers more confidence to purchase online.

2. Video Engages Buyers

Video content is becoming fundamentally crucial to the way brands engage buyers online. According to Cisco, 82% of global internet traffic—both b2b and b2c—will be video-based by 2022 (it had already reached 75% in 2017).

According to Spiceworks’ 2019 State of IT report, 50% of companies plan to create videos to support brand awareness this year, while 52% of them plan to deploy video for the purposes of product education and awareness. B2B tech brands particularly benefit from video’s unique capability to communicate complicated concepts to potential buyers.

3. Video Appeals to Mobile Users

According to YouTube, every year mobile video consumption rises 100%. Since people like to watch videos while on the go, (and the number of smartphone users continues to rise), your video audience gets larger and larger. Also, Google reports that smartphone users are 1.4 times more likely than desktop viewers to feel an emotional connection to brands that show video content or ads on their devices.

4. SEO: Google Loves Video

Videos enable you to increase the time visitors spend on your site—extended exposure builds trust and indicates to search engines that your site contains good, useful content. In fact, according to Moovly, you’re 53 times more likely to appear at the top of a Google search if you embed a video on your website. Since Google has owned YouTube, there has been a significant increase in how much videos affect your search engine rank.

The message should be clear: As video continues to transform the marketing landscape (both b2b and b2c), brands can no longer afford to miss out on the opportunity it presents. The path forward lies in crafting a comprehensive plan that articulates what the brand hopes to achieve with video, and how it intends to track progress toward its goals. With these essential frameworks in place, any marketer—even one new to the world of video—can set a video marketing strategy into motion.

Stay tuned for part 2, as we continue our video marketing series with practical guidelines and share how our Alpharetta marketing team can help your company produce great marketing videos.

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