Video killed the radio star, and now it’s set its sights on traditional written content as well. Over the last few years, digital platforms have witnessed a significant ‘pivot to video’ that’s seen more and more brand and publisher websites favour video content over copy.
It’s easy to see why. A video can help convey an idea quickly and easily to a consumer base that’s accustomed to getting what they need with lightning speed. And with video content so freely available across YouTube, Facebook and Twitter, it makes sense to bring video marketing into play.
But what is video marketing and what benefits does it bring?
What is video marketing?
Video marketing is the art of using video content to help sell a product or service. Though some long-form examples exist, these videos are typically short in length and last no more than a few minutes. They are designed to educate the viewers about the offering and drive them towards a point of conversion, for example a landing page or a product page.
Use of video marketing is growing every year and shows no signs of slowing down. Cisco has estimated that by 2021, 82% of all consumer internet traffic will be based around video content. This is an increase of 11% on the 2016 figure of 73%.
While that number seems huge, it should come as no surprise. Even today, video content is uploaded and consumed at an astonishing rate. 1.8 billion people worldwide use YouTube every month, uploading 300 hours of content every minute and watching almost 1 billion hours worth of content every day.
Why is video marketing important?
These are powerful stats, but there’s a big difference between simply winning views and actually converting them towards a final goal. Video marketing can take a lot of time and money, and before investing in it, marketers need to know that it can drive the necessary growth after that initial click has been won.
The good news is that 52% of consumers say that watching videos about a product gave them greater faith in that product. Even millennials – a notoriously difficult demographic to reach – find video content compelling: 1 in 3 say they have they purchased a product because they watched a tutorial, how to, or other kind of educational video about it.
Even if the conversion isn’t attained, video marketing can leave a significant impression on customers. Insivia found that viewers retain 95% of a marketing message when it’s conveyed through video.
What are the problems of video marketing?
Like any form of content, video marketing isn’t without its drawbacks. Viewers can still drop away from the video, skip large sections of it or simply not engage with it. There are also concerns about the use of sound, with Digiday finding that 85% of Facebook videos are watched on mute. A similar story is repeated across all platforms, so it’s important to make sure videos still convey the message in silence.
What’s more it can be very resource-heavy to produce videos. Hubspot has found that 85% of businesses now have internal staff and resources hired just to produce videos in-house, and that 18 videos on average are produced by businesses every month. With such time and money being spent on video marketing, it’s critical to ensure they’re delivering value for money.
How can video marketing be enhanced?
Just as any piece of content needs to be optimised to ensure it’s targeting the right keywords and drawing in the right kind of audience, so too does video content. By optimising key parts of the video (such as the title and description), businesses can win more awareness and start driving customers through their sales funnel.
It’s a difficult challenge, but one that can be successfully navigated. To help you out, we’ve put together a guide about video optimisation: what it is, why it’s important and how it can help. Click the link to download, and if you’d like to know how we can help you optimise your video content, just get in touch.