8 Powerful Reasons You Need to Use Video Marketing [TRENDS]

why your business should use video marketing

Updated July 10, 2018

We recently published an infographic on how powerful video will become. But the future has already arrived. This has been a full-on video revolution year for marketers. According to Wyzowl statistics, 63% of businesses have started using video content marketing. Out of those 82% of businesses feel video marketing is an important part of their strategy. Video is progressing rapidly and will reach new heights sooner than we think. This trend is fueled by 83% of businesses believing that video marketing gives them a good ROI.

Undoubtedly, video marketing is one of the newest additions to 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 create and use 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 tools 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 you deploy it.

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.

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2. Video Shows Great ROI

To get you even more excited, 83% 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

I Learned All My Youtube Marketing from Epic Meal Time (and You Can Too!)

youtube marketingYes, you read that title correctly. That out of their minds, slightly alcoholic team over at Epic Meal Time were the first to teach me about YouTube marketing. As with all successful YouTube channels, they had to build their own channel themselves. There was no network backing them or an executive producer coming on board to show them the ropes. There wasn’t even anyone with any real experience!

Read the full story…

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 skeptical about buying products and services on the internet because they fear fraud and cheating. 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 in 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 encourage actions even more.

5. Video Appeals to Mobile Users

Video and mobile go hand in hand. 90% of consumers watch videos on their mobile. From Q3 of 2013, mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.

mobile video views

Also, 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

The growth of mobile video means, 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 Marketing Can Explain Everything

Are you 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 homepage 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

Make sure you use a process that will get you results. Use these 20 pre-production steps to make your video content stand out from the rest. Check out the essential tips and examples of best practices on how to make a product demo video.

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. Video preference is one of the most important driving forces of using video in your content marketing.

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!

video marketing statistics

Slides

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 a 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 on 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 you’re creating videos already, make sure you to incorporate them into 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.

11 Top Video Trends in 2018

1. Majority of consumers prefer video content to reading. Consumer preference will lead to video explosion in content marketing. Video will be used more for converting and lead generation. A lot of potential buyers don’t want to talk to salespeople. This is where video can influence sales in later stages.

The popularity of video also means that more content at the top of the funnel has to be in video format. In B2C it’s almost obvious. But B2B-people are people, too. Video content is more likely to keep the audience in the comfort zone, and they will not engage in system 2 thinking. System 1 autopilot mental state should lead to less critical thinking, less friction, and more conversions.

2. The content quality is very important, but the production quality is not that important. Production quality and technical aspects have to be OK but not world class. Better production quality is correlated with more trust, but it can’t make up for the lack of substance. So, Facebook Live videos, webinar recordings, and other video material with good enough production quality will work as long as the content itself is engaging.

3. The acceptance of good enough production quality will lead to a massive amount of video content created ad-hoc on platforms like Facebook, Instagram, Twitter, etc.

4. This will lead brands to start thinking strategically about the video. How different video formats and channels can support each other. How to create cornerstone video content that can be atomized, expanded, and combined with other content formats. Finding ways to get the most mileage from their videos.

5. Storytelling will be more important than ever. People can read through a list of facts or instructions in an article but present that in a video, and you will lose your audience. The flow of the presentation and emotional connection to the viewer are going to make or break a video.

6. Testing in video marketing. There are no set rules of thumb. When brands are figuring out their approach to video a lot of experimenting needs to take place. Long vs. short versions in different channels. Animation, talking heads, actors, CGI. How to present introductions, hooks, and calls-to-action in the video.

7. Videos need to be optimized for specific platforms and different use cases. For example, sometimes we need to look at videos without sound. Subtitles or on-screen text that convey the message when there’s no sound. Research from TV ads shows better message recall when the ad has the same language subtitles.

8. Live video streams will become an important part of the video content. In its original live format and promoting the recorded material after the event. Bring live events to their audience, hold a live Q&A session, interviews with influencers help to engage and build brand awareness.

9. Video=Youtube. Facebook will try to take video leadership from Youtube. Youtube is a great place for independent content creators and brands to build their following. Monetization has a clear solution on Youtube and not on Facebook. Facebook needs to find a way to bring big Youtube stars to its platform.

10. Videos will also be used in personal sales and support. This can be done in two ways. First and the more scalable option is to use pre-recorded clips with sales or support people. The second option is to record short messages for specific needs so that (potential) customers can watch them at a convenient time.

11. The ROI of video marketing. Top of the funnel video content can be hard to measure, but more videos will be used in the sales process closer to the actual conversion. Video will speed up sales cycles as prospects think less and act sooner.

Conclusion

Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology 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 content marketing:

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Image credit VisualHunt, Pixabay

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Priit Kallas

Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He's also writing on a personal growth website Fixwillpower.com. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.

51 Responses

  1. Judy Caroll says:

    Great article! Video content is becoming more and more affordable and widespread. Likewise, video adoption grows partly because of the advances in technology, and also because it’s easy to spread.

  2. WeRIndia says:

    It takes a lot to start a business and grow it to profitability. Thanks for sharing these wonderful ideas with us. Keep up the good work.

  3. Ben Tennyson says:

    Hi there, Need to ask a suggestion about purchasing a video editing tool. Can I buy “RenderForest” ? Does this tool help me out for all my SMO posts for my website and across all social media platforms.

  4. Anuja Gupta says:

    Lisa, completely agree with your list and being a social media expert I can say that after starting addling video content on my strategy I have increase a good amount of engagement and website traffic. Roughly it is about 30% -35% increase

    Yesterday I was reading a blog and find some interesting facts like;

    Analysts at the Search Engine Journal after integrating their Facebook live strategy have published data on average Facebook Live post engagement to be 178% higher than all their other Facebook posts.

    Hubspot reports that 48% respondents in their survey have planned to add YouTube to their marketing arsenal and another 46% have planned to add Facebook Live.

    Here is the link of the blog: https://bit.ly/2L5PZgH

    These figures clearly shows that why video content marketing should be the part of your campaign.

  5. Arti Kadu says:

    The article gave incredible insights on video marketing and its importance in the present day Digital marketing strategy. Loved the content. Thanks.

  6. Tal says:

    Thanks for referencing some of work here Liis. Like everything online, though, you need to be strategic in promoting your video. The content, messaging, and the promotion channels all contribute to the success or failure of your video marketing strategy.We wrote an interesting article here based on a related subjec, hope you like it ! https://thevideoanimationcompany.com/marketing/what-is-an-explainer-video-and-do-you-really-need-one

  7. Hunter says:

    Somebody probably already mentioned this in the mountain of comments, but that pizza graphic cracked me up. I think the “68% of consumers would prefer watching an explainer video to solve any product related problem”, should really jump out to people about how we want to use products.

  8. Nisk says:

    The fact that I would like to add here is “According to this Hubspot article: Video is growing to dominate your audience’s online activity: 78% of people watch videos online every week, and 55% watch videos online every day.”

  9. METHODIC Marketing says:

    “Even though video production is not yet the easiest nor cheapest task, it pays off big time. ” Video marketing is a ton of resources. With that in mind, the concept of your video should address to your target audience not just uploading a video of what you want your audience to see. Videos can help customers will easily remember your brand.

  10. Michelle Hemmingsen says:

    Hi, thanks for a great blog. In our office we have a debate going on about whether all of this video hype that we’re experiencing from basically everywhere today is really just, well, a hype.. In line with more and more companies using video marketing, text as we know it might fade out, pictures as we know them might fade out, but if everybody starts using video, what will then happen? Today, video is commonly seen as a way to stand out and capture users’ attention, but what if every brand start publishing video solely? Will we still want to see as much video? Will we need to capture the viewers’ attention in 2 seconds instead of 10? What do you think it requires for companies to succeed with videos and stay on top if everybody else is doing the same?

  11. Edward says:

    Great tips!! This ia s nice article on why one should use in my business marketing…

  12. ida says:

    great article, Liis! More businesses should definitely make use of video marketing.

  13. Michael says:

    Great article. Video is covering our social media feeds because it works. We are just hard-wired to pay attention to moving images.

  14. George Christoph says:

    There are a lot of fantastic points in this article. Video is absolutely the way to go because of just how engaging it is with customers. But when dealing with mobile there are a couple things that you need to make sure you are doing. You need to capture their attention early since attention span on mobile (especially on apps like Facebook) is pretty low. Design the video for sound-off viewing with things like subtitles. Have a clear call to action at the end of your video. The last thing is to plan for vertical viewing since “people are 67% more likely to watch the full length of square videos than they are to watch horizontal ones.” (source: https://sundaysky.com/blog/5-mobile-video-best-practices/ )

  15. Anna Johnson says:

    Animated explainer videos are such a powerful tool for pitching your business message to your potential audience.

  16. RugbyOnlineStream says:

    I’ve been creating video content every now and then for my blog and I just realized a few mistakes I’ve been making, starting with the need for a better microphone. Ha! I’m also using Movie Studio to edit my videos but I guess it’s time to check out a new one.

  17. Site Above Solutions says:

    Indeed wonderful points! I definitely agree that videos provide great ROI – I think better than any other forms of marketing. You see, more people are interested in watching short videos rather than reading an article. Also, you could use videos to promote your product/service in the most creative, interesting, and fun way possible!

  18. SAM says:

    Was wondering if I should add a video in my website but according to my evaluation on your nice comparison, I think a good interesting video will do good to my site. Thank you.

  19. scarlett says:

    These days explainer videos are very trendy and people make it, to market their product or services online. This is the main reason why video marketing is successful and engaging people.

  20. TWD says:

    Using corporate videos can help startups easily connect with their target audience and establish credibility. With corporate videos, you can communicate your purpose and how your services could help their problems.
    George would love you to read :

  21. Helen Browder says:

    You are absolutely right Liis. A good business explainer video, impressive content can make success to our clients. Nice article. Thank you for sharing.

  22. George Kuhn says:

    Completely agree, users want content is short and visual snippets. We’ve seen a lot of success with simple 30-second explainer videos with our clients. Thanks for sharing.

  23. Femstic says:

    Thanks for this content Liis, There is no doubt that Video marketing will take over 75% of traffic in the next 5years because almost all the social media site are making used of video now.
    A company/business without video promotion should start to use it now because people want to see visual instead of writing content.

    If you can deliver your message within 1-2 minutes using video, believe me you have catch the attention of your reader. This does not mean that you should reduce your site content, but make sure you increase your video content too as this will help your ranking and gain more customers

  24. Gilbert says:

    Hey, This ia s nice article on why one should use business marketing….

  25. Amy says:

    Thank you for making this post available. We’ve shared it with our audience. We are constantly telling our clients about #6!

  26. David says:

    Thanks for sharing this article. In my opinion, the first one is the most important reason!

  27. VLIARY says:

    In this current world of internet video sharing is one of the greatest way to enhance business platform, or promote business as well. Thanks for the tips.

  28. Kathleen Calado says:

    You just stated some amazing advice regarding video marketing. I will save this for future reference and share your wonderful article to some of my friends. Keep it up!

  29. Anna Johnson says:

    Thank you Liis for sharing such an informative article !!
    Keep Sharing

  30. Kourtney Jensen says:

    Reading your article, I’m amazed at the statistics you mentioned. I didn’t realize the impact a single video could have on a business. Marketing will always bring more traffic to your site but having videos does even more so. It’s impressive that when seeing a video of a product, 74% of those people will buy what they watched. I’ll be sure to tell me friends with business about this article so they can boost their customer viewings!

  31. Scarlett says:

    Online video marketing is a great platform to promote our businesses and to help people get educated.

  32. Wyzowl says:

    Hi Liis. Thanks for referencing our research in this article! For those interested in checking out more stats, we recently released our State of Video Marketing 2017 report: https://www.wyzowl.com/video-marketing-statistics-2017.html

  33. softy says:

    • In youth generation, there is also a race to become fit and beautiful, which also creates stress amongst youth generation
    • Many college students are now getting addicted for using social media in smart phones and computers and the result is they are off tract to their study
    • Social media produces stress and anxiety on personal lives. For an instance many movie stars showcase their way of life and habits in front of camera or media very differently as it is not real in their lives which results in stress and anxiety to them.

  34. Jennifer says:

    Video is amazing for online marketing and building trust and improving conversions. Thanks for this post, I learned some new information!

  35. Valerie Muller says:

    Liis, I couldn’t agree more with everything you say here. It’s such a motivating stuff . I can’t believe how far video has come since the early YouTube days. Social video is now such an important tool to modern marketing that my clients keep asking for more. The results really speak for themselves. I also love how more and more tools pop up (like slide.ly/promo and wevideo.com) to help make videos more accessible and possible for brands and companies of all sizes, not just the big brands. It’s been an interesting journey watching video grow up until now, but, I can’t wait to see what the future of video marketing will look like.

  36. jabeer says:

    Video marketing is very important to business. Videos increase your revenue. Thanks for sharing this article i really enjoyed this.

  37. krishna kanth says:

    Hey,
    Very Interesting Article!! As video marketing is the latest trend of Digital marketing. In Video marketing, the videos should be more creative with useful information for the users. Video marketing is a good way to promote the business.

  38. Moloy Dey says:

    Hey Liis, Great post with a lot is stats that speak the modern scenario. Video marketing can be leveraged even better when it is a startup company. Given that startups have a limited budget and it is also very necessary for them to be noticed, animated videos are a great option. I recently wrote a blog post on why every startup company should use video marketing http://www.pixelgenio.com/video-marketing/6-reasons-every-startup-company-use-video-marketing I would appreciate your comments on my writing. Cheers!

  39. Md Masud Bin Monsur says:

    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.

  40. Christine de Guzman says:

    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.

    • Sharon Yzaguirre says:

      Check out Talk Fusion Video Marketing Solutions… Easy and Affordable with graphic design team to design your Video Templates http://talkfusion.com/1628763

  41. daniek says:

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

  42. 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.

  43. 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?
    https://vimeo.com/181020377 ==> 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!

  44. Adonis Clarkson says:

    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!

  45. 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?

    • Priit Kallas says:

      There doesn’t seem to be any way to monetize FB videos at the moment. This would be huge against Youtube…

  46. rafael mendoza says:

    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!

  47. LoVero says:

    Great tips! Got new infos. Thanks!

  48. 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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