An Introduction to Video Marketing
Video marketing is one of the biggest trends in the digital marketing arena today, and that’s not likely to change anytime soon. It’s expected that by 2022, video will account for 82% of all consumer internet traffic.
Commercial programming obviously isn’t a new concept, it’s existed since the birth of television. But in recent years, video content has evolved from being a marketing tool to being the marketing tool.
From engaging and building a rapport with your customers, to promoting your brand and showcasing your products or services, video is a medium that can be utilised for pretty much anything you want to advertise.
In fact, according to the Wyzowl 2021 State of Video Marketing report, 72% of businesses say that video has improved their conversion rate.
In the ever-evolving digital climate, marketing is about more than just words on a page. Video production and video marketing are more important than ever, and we’re here to explain why.
In this guide, you’ll discover:
- What video marketing is
- Why video is such a powerful medium
- How video marketing can benefit your business
Video marketing explained
Why is video marketing so powerful?
While it’s true that written content absolutely has its place in marketing, video is probably one of, if not the most engaging, versatile, and shareable mediums available – that’s why 72% of consumers (according to Wyzowl’s research) would rather learn about a company’s products and services via video.
The bottom line is that we are highly visual creatures; we primarily make sense of the world through what we see. In fact, scientists say that 90% of in the information our brain processes is visual. Plus, we apparently process visuals 60,000 times faster than we do text. Studies have also shown that viewers retain 95% of a video’s message, as opposed to 10% when reading text. This isn’t a new phenomenon. Even our prehistoric ancestors drew on cave walls, setting a precedent for what’s been called the “first glimmers of graphic communication”.
The different types of marketing videos
There are many types of video that can be used to effectively advertise what matters most to your brand. The main thing to remember is to focus on the key strengths of your business and think about the types of videos that best reflect your brand and your business goals at every step of the buyer’s journey.
Here’s a selection of some of the most popular types of marketing videos:
How video marketing benefits businesses
Consumers love videos. That’s a given. If a picture is worth a thousand words, then a video is priceless. Just look around, the modern age is brimming with video streaming platforms (YouTube, Netflix, Prime Video etc.), not to mention a plethora of social media platforms full of video content (TikTok, Facebook, Instagram etc). Everyone loves a good story, and video is undoubtedly the most popular way to tell your brand’s story. But how else can video marketing benefit your business?
Connect with your audience on an emotional level
When it comes to connecting with your audience, creating an emotional bond is key because it helps to build trust. A powerful, customer-centric video can capture your audience’s attention and attract new customers. According to research by video creation service, Animoto, 64% of consumers will make a purchase after watching branded videos on social platforms.
Boost brand visibility and engagement
Sharing video content is an effective way to boost brand visibility and bridge the gap between what your brand does and what your brand says it does. Video content allows your customers and prospective customers the opportunity to find out more about brand and your products/services. The same Animoto study found that 93% of brands get a new customer off the back of a video on social media.
Support your SEO efforts and drive traffic
Search engines love well-executed and properly optimised video content almost as much as your customers do. Because videos attract consumers better than most (if not all) other types of content, they tend to boost user engagement – ultimately increasing time spent on a site and decreasing bounce rates. These metrics are taken into account by Google when ranking pages in the SERPs (search engine results pages), so high-quality video content goes a long way towards supporting the natural authority of your website.
Increase buying intent among viewers
Videos do a really good job at guiding prospective customers through the sales funnel and bringing them closer to making a purchase decision. How-to and demonstration videos can be great for persuading viewers with buyer intent that your product/service is the one for them. Plus, these videos help to promote your brand as an authority. According to a Social Ad Effectiveness study by video ad platform Unruly, a positive experience with a video ad can increase a customer’s purchase intent by 97%!
The statistics* speak for themselves…
What marketers say:
- 93% of marketers who use video say it’s an important part of their marketing strategy.
- 91% of marketers feel video is more important for brands in light of the coronavirus pandemic
- 87% of video marketers say video marketing gives them a good return on their investment.
What consumers say:
- 94% of people have watched an explainer video to learn more about a product or service.
- People are twice as likely to share video content with their friends than any other type of content (including social posts and blogs).
- 79% of people say they’ve been convinced to buy or download a piece of software or app by watching a video.
* All sourced from The State of Video Marketing 2021 Report by Wyzowl
Thanks for reading our introduction to video marketing guide, we hope you found it helpful!
Here’s a summary of the key things to remember about video marketing.
- Videos are expected to account for more than 82% of consumer internet traffic by 2022.
- Your customers want to see video content.
- Videos can help bring your brand to life, attract new customers, and drive traffic and sales.
- Successful and profitable video marketing is about more than putting out videos and hoping for the best – strategy is key.
- Video marketing as a trend is only going to grow, so harnessing its power now can only benefit your business.
Keep an eye out for the next guide in this series: How to Create an Effective Video Marketing Strategy.
Video marketing at Coast Digital
We have access to a broad collection of services and capabilities to help you supercharge your business journey.
Our video production and video marketing specialists are experts at creating striking, high-quality visual content and making sure it gets seen by the right people.
- We can help you: ✓
- Create a tailored video marketing strategy ✓
- Tell the story of your brand, products, and services ✓
- Get your videos in front of the right audience at the right time ✓
Let us help you tell your story
To find out how we can help you create your vision in motion, get in touch today!