The Explosive Growth of Video Marketing
According to Cisco, Videos will account for 82% of global internet traffic by 2022. Further statistics indicate that video marketing has become one of the most effective ways to reach consumers. The average person spends close to 90% more time on websites with videos than those that don’t have videos. A majority of businesses that have invested in video marketing have expressed satisfaction with their ROI. In a recent poll by Orlando video production company Vibrant Media Productions, over 89% of clients said they would be increasing their video marketing budgets for the new year.
Videos can both educate and inform an audience:
When creating marketing videos, it is easy to focus on the key features of the product that is being sold, and it’s much easier to explain how those features make a product unique from those of competitors. When text content or even pictures are used, it can be very difficult to explain exactly how a product's features work, or how those features are beneficial to customers.
Video marketing allows a company to convey a lot more information in a short period of time, compared to other content marketing alternatives. In a few minutes of video, a company can convey information that would take thousands of words to convey through text. Speed is important in marketing because people have less and less time everyday. Even if someone is interested in a product, it is highly likely that they will lose focus halfway through an article. However, watching a short video with the same information, a site visitor is more likely to watch an entire video and walk away with a more in-depth understanding.
With video, it is extremely easy to demonstrate how a product or service works. Since the customer gets to actually see the product or service in action, they are more likely to make a purchase. In a video demo for example, everything is straight forward — a business just has to explain what it is that they are doing, and then do it. If there are steps that have to be followed, it’s very easy to walk through them. With video, a company gets to use the product itself as a teaching aid, and as far as demos go, it doesn’t get better than that.
Videos are great for SEO and Conversions
Videos tend to keep visitors on a site longer and encourage visitors to further explore a company's website. Videos also are great for supporting articles and can sum up key points for customers who don't want to read a full article.
Google ranks pages with rich content highly and even ranks video results above websites in some cases. Google’s algorithms are designed to favor content creators with mixed media content. This means that if a business uses a combination of video, text, and pictures on their website, they are more likely to rank higher as oppose to those who don't. In the last couple of years, there has been an increase in video searches through the “Videos” tab at the top of the search results page.
Videos increase conversions by creating a strong connection between businesses and customers. People are more likely to form an emotional connection with a product or a service if they see marketing videos, brand videos, demo videos, sales videos, etc. This translates into building trust, which is the foundation for making real sales.
Videos provide companies with a unique opportunity to establish brand authority. If companies are making a particular product within a certain niche, it’s possible to make that company's brand a leading authority. For example, if a business makes home improvement products, they can put out branded home improvement tutorials. Customers will start perceiving the brand as an authority when it comes to home improvement, and they are more likely to be loyal to your brand as a result.