As we know, video has taken the content marketing world by storm and is growing in popularity day by day. We can now find video almost everywhere and people love watching them. Marketers will benefit greatly by taking early bird advantage of video before it gets overpopulated.
According to a study by Syndacast, video will account for 74% of all internet traffic by 2017. Cisco predicts that by 2019, 80% of all consumer internet traffic will be video, up from 64% in 2014. Consumer video-on-demand traffic will double by 2019. These and loads of other stats suggest that video is indeed the future of content marketing, if not already so. We had highlighted various stats and facts about video marketing in one of our earlier posts.
Video provides both information and entertainment, making it easy for consumers to grasp the overview of a product and make a purchasing decision. Businesses who do not include video in their digital marketing strategy stand to lose. Brands that understand the impact of video on their consumers and leverage it effectively to connect with them, remain ahead of competition.
Video content is the king for social media marketing, and a majority of B2B and B2C marketers feel that video is one of the top 3 social media marketing tactics that are most effective. Many companies are already using video in their marketing campaigns and the figure is expected to grow rapidly as more and more marketers realize its potential. A study by Nielsen shows that 64% of marketers believe that video will dominate their internet marketing strategies.
A whopping 93% of marketers say they use video for online marketing, sales and communication. 96% of B2B companies plan to use video in their content marketing in the coming year.
Video has tremendous reach. YouTube alone has over 1 billion users, almost one-third of all internet users. It has 4 billion video views per day and 6 billion hours of video is watched every month on YouTube. There is a 40% y/y increase in the number of people watching YouTube per day and a 60% y/y increase in number of hours people watch videos. Facebook’s video views are also exploding. It now has on average 8 billion video views per day from 500 million users, up from 4 billion video views per day in April 2015.
Facebook’s video campaign “What’s on your mind?” is considered to be the one of the top video campaigns of 2015. There are many success stories of videos gone viral. “Create your own Game” by Adidas has generated over 45 million views while Adidas’s “Unfollow” has generated more than 43 million views.
A viral video is like an internet lottery and is every marketeer’s dream, but it is no easy feat. A video generating high user engagement will be shared more and will boost your business. Studies show that people who watch shared video content are more likely to buy a product and recommend it to friends, compared to those who have found it while browsing. This makes video one of the best tools for your social media campaign as well as your SEO strategy. Video drives search results, and according to Forrester Research Group, video is 53x more likely to appear on the 1st page of search engine results compared to text pages.
In this age of fast life and information overload, people like videos that offer short, easy-to-understand, informative and engaging content. Compelling video content on your website will make them stay longer and interact more with your brand. It will also entice them to share it with others. If a picture is worth a thousand words, an engaging video could mean a thousand or more conversions! Forrester Research has found that a minute of video is worth 1.8 million words and according to Orion21, 800% more conversions are seen in websites having video on landing page. Also, 64% visitors are more likely to buy a product after viewing a video about it (ComScore ).
Due its growing popularity, a video can do wonders even for small businesses. You can use video to interact with your customers and let them know about your business and products. If you think video is only for large companies with big budgets, you are mistaken. Videos can be much easier and inexpensive to produce than you think. Adding a human element in it will make it more effective. Even a minute or less of video content highlighting the features that make your company unique could do wonders for your business.
Seth Godin, America’s best-selling author and entrepreneur says, “Marketing is a contest for people’s attention.” In this fiercely competitive world, grabbing consumers’ attention is vital and a good video will help you do just that. However, for a video to be effective and give you a decent ROI, you need to keep the following things in mind:
- Make it relevant and easy-to-understand for your audience. If you can’t get your message across, it won’t help your business.
- Be creative. It will help you to draw audience and make your video more shareable. Adding in a little humor and/or a personal message will go a long way.
- Keep it short. Studies have shown that we have short attention spans and viewer retention declines after 30-45 seconds of video. For longer videos, their attention will begin to wander after about 60 seconds.
- Leverage social media and use multiple channels to promote your video. A range of formats are available on social media platforms for video – 6-second Vines and 15-second Instagram videos to 2-3 minute or longer videos on Facebook and Google+. But remember, video viewership generally drops after about a minute.
- Make sure viewers can find and share your videos easily to maximize your marketing results.
- Don’t forget the mobile, make video an intrinsic part of your mobile marketing strategy. A study by Cisco shows that mobile video traffic accounted for 55% of total mobile traffic by the end of 2014.
- Video in email marketing boosts customer interactions by 200 to 300 percent.
Video marketing is huge and here to stay for long. It ihas become and will remain a top marketing tool for companies to reach their target audience, drive sales and increase revenues.
Are you using online video in your digital marketing strategy? If not, are you considering using online video for your business? Do you have some concerns/questions regarding the same? We can help you to create engaging and effective videos to promote your business. To find out how, get in touch!