8 Powerful Reasons You Need to Use Video Marketing

why your business should use video marketing

We recently published an infographic on how powerful video will become. But the future has already arrived. 2016 has been a full-on video revolution year for marketers. According to Wyzowl statistics, 61% of businesses have incorporated video as a marketing tool. 66% of these companies were not using video a year ago. This trend has progressed rapidly and will reach new heights sooner than we think.

Undoubtedly, video marketing is one of the newest additions in your promotion toolbox. You might still have your doubts. Is it really worth to consider using videos for promoting your business? Do you have enough resources to study and apply video content in your marketing?

The answer is simple: Yes, it’s worth it. Not only because everyone’s doing it but because video is one of the most versatile and profitable digital marketing tool out there. Here are 8 reasons why you should use video marketing right now.

1. Video Boosts Conversions and Sales

First things first. Videos can make you some serious money. Adding a product video on your landing page can increase conversions by 80%. And Treepodia team has made it sure that video works well regardless of the category in which it is deployed.

ecommerce-video-verticals-roi

Video can also lead directly to sales. Studies show that 74% of users who watched an explainer video about a product subsequently bought it. So better start crafting your exciting product videos now!

If you think about it, the effectiveness of video is not even that surprising. After all, vision is our most dominant sense. Most information transmitted to our brain is visual. So if already pictures can boost engagement massively, imagine what moving pictures can do to your business.

2. Video Shows Great ROI

To get you even more excited, 76% of businesses say that video provides good return on investment. Even though video production is not yet the easiest nor cheapest task, it pays off big time. Besides, online video editing tools are constantly improving and becoming more affordable. And even your smartphone can make pretty decent videos already.

Another good news is that your videos don’t have to be perfect. It’s the content that matters! Latest research shows that users are mostly put off by videos that don’t explain the product or service clearly enough. Low quality and poor design didn’t matter nearly as much. So it’s fair to say that video is like pizza – when it’s bad, it’s still pretty good!

video-pizza

3. Video Builds Trust

Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. I couldn’t have said it better than Mark Schaefer, the Executive Director of Schaefer Marketing Solutions:

The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.

Video does it all. Video content is likely to engage us and ignite emotions. And when we talk about elite people in the audience, YouTubers have become the most powerful social media figure to promote your brand. So, if you are serious about content marketing, you must be serious about video, too.

Promotional videos can foster trust as well. Some consumers are still sceptical about buying products and services on the internet because they of the fear of being cheated. But effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers  say that videos gave them more confidence to purchase online.

4. Google Loves Videos

Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase on how much videos affect your search engine rank.

first-in-google-with-video

Make sure to optimize your videos on Youtube for SEO. Write interesting titles and descriptions. Add a link back to your website, products and services. Give potential customers the way to take the next step.  And explore the world of interactive videos, to enourage actions even more.

5. Video Appeals to Mobile Users

Video and mobile go hand in hand. From 2012 to 2014, mobile video views have increased by 400 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the amount of smartphone users is growing, your video audience keeps getting bigger and bigger.

In addition, Google tells us that smartphone users are twice as likely than TV viewers and 1.4 times more likely as desktop viewers to feel a sense of personal connection to brands that show video content or ads on their devices.

smartphone-video-viewer-preferences-google

That being said, brands need to be sensitive to the personal experience people have on their smartphones. For example, give them a better choice in the video content they consume.

6. Video Can Explain Everything

Launching a new product or a service? Create a video to show how it works. 98% of users say they’ve watched an explainer video to learn more about a product or service. That is why 45% of businesses who use video marketing said that they have an explainer video on their home page. Of those businesses, 83% said that their home page explainer video was effective.

Trying to explain a difficult concept? Create animated videos. Animation can bring concepts to life that no text or live video can. Besides, boring talking heads are not enough anymore to break through the clutter. Animated videos are a perfect combination of entertainment, nostalgia and simplicity. And they work.

physics-and-ballet

7. Video Engages Even the Laziest Buyers

Video is a great tool for learning but it’s also super easy to consume. Today’s life is too busy to have time to read long product descriptions or dig deep into services. The modern customer wants to see the product in action. This is one of the most important driving forces of video advertising.

lazy-animal

Video marketing can capture a wide audience and it works on many levels. Even the laziest ones. Make sure you target not only to the eyes but also to the ears of the potential client. Your competitive advantage gets double power!

8. Video Encourages Social Shares

In the 8th annual Social Media Marketing Industry Report Michael Stelzner stated that 60% of the social marketers used video content in 2015 and 73% of the total respondents planned to use it in 2016. And they sure did.

Social networks also encourage video content with their new features. Facebook has launched 3600 Video, Live Video, and Lifestage (A Video-Centric App for Teenagers). Instagram put in place 60-Second Videos & Instagram Stories, Twitter has Periscope. And YouTube is the second most popular social network in the world.

However, in social media context video marketers must remember that people share emotions, not facts.  76% of users say they would share a branded video with their friends if it was entertaining. So create fun entertaining videos to encourage social shares. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.

people-share-emotions

Bonus Tip 1: Video Ads Work Wonders

Hear this: the average click-through-rate of video ads is 1.84%. That’s the highest CTR of all digital ad formats! And for a 15-second non-skippable YouTube video ad the completion rate is 92%. For skippable video ads, the rate is 9%.

youtube-video-ads-graph

Video ads are also highly effective in social media platforms. Facebook, clubbed with Nielsen, projected the value of video ads on its platform. They learned that 74% of the total Ad Recall can be achieved already within the first 10 seconds of the video. So, fight against banner blindness by making video ads instead.

Bonus Tip 2: Video Is Rocking Email Campaigns

When your creating videos already, make sure you to incorporate them in your email marketing campaigns. An introductory email that includes a video receives an increase click-through rate by 96%! That’s a great way to stand out from competition and get your message across.

Conclusion

Video advertising is becoming more and more affordable and widespread. Partly because advanced technologies but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.

Emotionally charged, creative video advertising can be spread on the Internet in a matter of days, getting millions of views. And this is the whole point of video marketing: the only creative survive!

Check out more posts about video marketing:

Image credit VisualHunt, Pixabay

Liis Hainla

Liis Hainla is a copywriter and content editor in DreamGrow Digital. Her goal is to help brands fulfill their social media and content marketing aspirations through killer content strategies. She loves animals and traveling, but strongly dislikes pan flute music. Make sure to follow her on twitter @liishainlaDG.

17 Responses

  1. Purely it may come as no surprise that video comprised 64% of all consumer Internet traffic in 2015, and is expected to rise to 79% within two more years. And, according to YouTube, mobile video consumption rises by 100% every single year. It’s clear: video is where it’s at for the business looking to succeed.

  2. Video Marketing is a good way to promote your business. However, it’s not that an easy task and sometimes you need a help from your co-workers like graphic designers if you don’t know how to create or draw your own icon or image to be used in the video. Though you can get from free stock photos and icons sites to compile it for your video, I think it’s better if you create your own.

  3. daniek says:

    The Video Marketing Blog: Trends, tips and guidelines for video marketers https://goo.gl/x7KJEo

  4. Jack says:

    1. I have a little bit idea about video marketing. After reading this post I learnt a lot about necessity of video marketing . Thanks a lot.

  5. Alicja says:

    Hey Liis, thanks for a great article, I couldn’t agree more! The video is a unique marketing tool, which engages vision and hearing, arouses emotions and surprises the audience. And what do you think about explainer videos?

    ==> this one, created by Plumcat Studio, shows that the video, like no other form, lets you convey whatever you want, in an interesting and original way.
    Cheers!

  6. Much needed article, Liis. The only thing we need now is a “how to” follow-up with easy to follow steps. I’m planning for one myself; job boards are starting to use video for their candidates as well. It’s the future and the future is here!

  7. Anne Obarski says:

    Loved the article! What does “native format” mean when uploading and using on Facebook? And now that FB has the ability to do video, is there any way that can be monetized?

  8. So much going on in the video industry, but I’m not seeing companies use it. Maybe they think it is too expensive. Recently I found a site called http://vidpal.co/ where you can get custom videos on-demand, they have over 1,200 videographers ready to film your next event!

  9. LoVero says:

    Great tips! Got new infos. Thanks!

  10. Maria Hayes says:

    Online video marketing is the key business differentiators for web companies wanting to communicate effectively their product profile and benefits within the shortest possible time.

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