In the modern digital marketing landscape, you’ll see a lot of talk about the importance of video content, but why is video so crucial? Think of the way we consume media these days. YouTube and TikTok are the most popular social media platforms. Videos also offer more ways to be creative. And for some time now, branded video content has had the potential to go viral.
Now more than ever, videos are the ideal way to reach people; the results and data prove it. If your brand isn’t utilizing video content, it’s time to start so you don’t risk falling behind. If your digital marketing strategy doesn’t include video content, you miss out on potential clients or customers.
Read on to learn more about the many benefits of video content marketing.
Video Content Captures Attention
In general, consumers these days prefer video content over text. So, when they see a video from a brand, it is far more likely to capture their attention and make them click. What’s more, video content provides more creative opportunities for attention-grabbing and eye-popping elements like thumbnail images, video effects, music, animation, editing techniques, and special effects.
Likewise, many companies use short-form videos to capture an audience’s attention most effectively. The average attention span of a person line watching a video is about 47 seconds, a significant drop from 2.5 minutes in 2004. The popularity of TikTok, YouTube Shorts, and Instagram Reels shows that you can make short videos that grab attention, get a message across, and stick in your audience’s memories.
Video Boosts Brand Awareness
One of the many benefits of video content is its impact on search engine optimization (SEO). Having one or more videos on a page can boost your rankings on search engine results organically. When searching for a topic on Google, you may have noticed that video results come up before text. Search engines like Google prioritize the content that enhances user experience, including videos, since users prefer those and find that content more engaging.
To further boost your SEO, include keywords in your video content. You can include those organically in the video title, as well as in tags and meta descriptions.
Video is typically shared more on social media, which helps spread the word about your brand organically, especially if you make video content for specific social media platforms like YouTube and TikTok (which you should). For many members of Gen Z, video platforms like TikTok have already replaced traditional search engines. For nonprofits looking to make a meaningful impact, charity video production can be a game-changer, with specialized agencies creating compelling video content tailored to this purpose.
Video Drives Conversions
Considering the competitive market, driving conversions is one of the most notable goals of digital marketing campaigns. Research shows that including video content is a crucial way to achieve that goal, with video content increasing conversions by 80 percent. Furthermore, including a product video on your website’s landing page can increase conversions by up to 86 percent. Why does video have such an impact on conversions? Video content gives potential buyers a holistic look at a product or service.
Reading a product description is one thing, but seeing it in action is more convincing. These days, more and more customers look for an explainer video to make their final decision on whether or not to buy. Likewise, common types of video content include customer testimonials, which are also very convincing. 82 percent of customers said a video has convinced them to purchase a brand’s products or services.
Videos lead to a significant return on investment (ROI) for brands. Short-form videos can give you the highest ROI compared to other marketing content forms.
Video Conveys Messages Quickly
Video content is an ideal way to get across messages. As opposed to just text, video adds visual cues, a tone of voice, and endless opportunities for storytelling. This type of content is ideal for sharing a brand’s story, showing customers who you are, what separates you from competitors, and your plans for the future. Video is the perfect form for educating viewers, as well as for showcasing discussions.
Video is a handy tool for explaining how a product works. Time and time again, customers will prefer watching video instructions and explainers over reading directions in text form. There’s only so much that words can convey about a physical product.
Also, because users are more engaged by video content, they are more likely to retain the messages you share.
Video Content Engages Viewers More Effectively Than Other Formats
Studies and polls consistently show that people prefer video content over other types of marketing. To reference the Wyzowl study again, 89 percent of customers want more video content from brands.
One of the reasons videos are so engaging is that the format allows for more organic storytelling. There’s less of a risk that customers will feel lectured to. Instead, video content allows them to get emotionally invested. That’s what helps this type of advertising stick in people’s memories.
The average consumer is likely to only skim a block of text or give up on reading it halfway through, but they are more likely to watch a short-form video until the end. Once you start incorporating video content onto your website, social media, or emails, the results will speak for themselves in showing just how engaged your consumer base really is.
Incorporating video content into your digital marketing strategy is a no-brainer. The opportunities it presents and the data that backs up its success makes it too good to pass up. You won’t look back once you add some video to your content plan.
To get the most out of video content marketing, work with an experienced video production team like Pretzel Logic Productions to create the highest quality videos. Search for highly regarded companies in your area, and ensure they have a portfolio of past work. For the best experience, choose a full-service production company that will partner with you through every step, from development to production to post-production.
A full-service production company will also have the tools to accurately track your results so you can see how your videos drive engagement and conversions and if that aligns with your goals. If not, a video production company knows what to do to adjust accordingly.
Start incorporating video into your digital marketing today!
