Today, more than ever, videos seem to be the main focus of social media pages, websites, and such. They’re everywhere – and people gobble them all up. On YouTube alone, users watch five billion videos per day.
While videos have long been around, the boost in video marketing seems to be recent. What spurred the growth of video marketing?
We can thank the internet for that as it made the consumption of content easier than ever before. Mobile devices have made an equal contribution. COVID-19 turned walk-ins, tradeshows, face-to-face meetings, and other ways of reaching prospects and customers impossible or very problematic.
What was a smart marketer to do? Answer: Use video to carry the message and do some of the heavy lifting needed to close a sale, of course.
How do videos help with your marketing strategy, though? What makes them effective tools? Let’s explore the details behind video consumption.
1. Content Marketing Now Focuses on Videos
Trends come and go, and the recent trend is videos. This form of media is now dominating content marketing.
To 92 percent of marketers, videos are an important part of their marketing strategy. In 2015, only 78 percent of marketers said the same, indicating the kind of growth videos have enjoyed over the years.
Blogs and images are still integral parts of content marketing. Yet, videos are the ones bringing in the best results. This is why marketers are putting more focus and effort into videos. After all, businesses must adapt quickly if they want to stay ahead of competitors or even stay in business.
Not only that, but marketers are feeling more positive about the return on investment. Videos are bringing in leads, traffic. and sales. They are a strong driving force that help you achieve your goals, whether it’s brand awareness, a boost in sales, and so on.
There are still underutilized opportunities that marketers are yet to exploit. For instance, marketers are only starting to utilize certain platforms. Video email marketing is taking off, as well as video marketing on sites like LinkedIn.
2. Video Consumption of Internet Users
Aside from the video-sharing platform YouTube, social media giants like Facebook and Twitter are the main focus of many marketers. It’s not surprising given the level of video consumption on these platforms.
On YouTube, users watch around one billion hours of videos each day. Over at Facebook, its users watch an average of eight billion videos daily. On Twitter, 82 percent of its users consume video content most of the time.
Video marketing on Instagram is a big thing, as well. Video ads are more likely to succeed than other types of ads.
In general, though, people like watching videos as a pastime so certain services and product ads may work better than outers. According to the same source, around 55 percent of internet users watch videos every day and 78 percent watch online videos weekly.
By 2022, videos will dominate the internet. Around 82 percent of consumer internet traffic will come from online videos.
How Consumers Watch Videos
Most of the time, consumers use their smartphones to watch videos. Whether it’s on YouTube, Facebook, or other web sites, a majority of their video traffic comes from mobile devices.
As smartphone ownership is on the rise, mobile video consumption is on the rise, too. Each year, it rises by 100 percent.
Why Consumers Watch Videos
Videos aren’t only for entertainment; they can be informative and meaningful. You can use videos in your strategy to teach consumers about your product or service.
The data above also show that 72 percent of customers prefer learning through videos.
Around 39 percent of viewers watch explainer videos, while only 20 percent prefer entertaining content. According to recent data, consumers like watching how-to videos.
They also like demo videos, software tutorials, and such.
3. What Makes Video Marketing Effective?
Consumers like videos, therefore marketers like videos. It’s simple to think that way, but what are the exact reasons why videos are an effective marketing strategy? Let’s explore the benefits of video marketing below.
Humans are Visual Creatures
At least 65 percent of humans are visual learners. That means they learn better when presented with information in visual form.
As a marketer, you can use this to your advantage by using videos – the most visual form of marketing.
Videos move – something texts or images can’t do. The movement catches the eye of the viewers, which is half the battle. Now, all you have to do is to keep them watching.
Videos are Better at Relaying Messages
Videos are better at sending messages because they appeal to various senses. They use sounds, images, graphics, effects, and such to create a compelling experience. Hence, they’re better at passing on information.
Sometimes, texts or messages alone can create misunderstandings. With videos, you can control the imagery and sounds to invoke the correct feelings.
You can also control the tone, voice, and appearance of the actors to represent the right emotions. People rely a lot on non-verbal cues, like eye contact and facial expressions, to understand the context. These are hard to portray through texts and still images.
By controlling these factors, you can better relay the messages you want to convey through videos. The only thing better is face-to-face interaction, which isn’t always possible.
Videos Create Connection
Videos aren’t only better at relaying messages, they’re better at conveying emotions, too. As you know, emotions are a huge part of building a connection with your customers. We are emotional creatures. “Your customer will create their own logic to justify what their heart has already decided” says Roy H. Williams, Wizard of Ads.
With videos, you can add a touch of human emotion, whether that’s joy, sadness, pride, or another feeling. You can then invoke the emotions you want from your consumers.
This allows you to build trust and rapport with your customers faster.
Customers Engage with Videos Better
People are more likely to share content that evokes a certain emotion within them. At the least, they like sharing what they think will interest their loved ones.
Because videos tell a story better, people tend to share more videos than other types of content. They are better at encouraging discussions, pushing customers toward action, and more.
For maximum engagement, you may want to appeal to the emotions of the viewers. Make them laugh or make them cry. However, note that positive emotions tend to be more effective at driving the action you want viewers to make.
Videos are More Memorable
Want to increase brand recall? Use videos instead of other forms of media. [quotesright]According to the previous source, viewers retain 95 percent of the message through videos. [quotesright]
You’ll leave a stronger mark on your viewers if you use videos. The reason is that they’re more engaged, so they’re more attentive to the information you’re giving them.
4. How You Can Use Videos in Your Campaign
Aside from the obvious purpose of advertising, you can incorporate videos into your marketing campaigns in a lot of different ways. Here are only a few examples that are applicable to social media, email, and all other platforms in short- or long-form by small businesses to large businesses.
Building a genuine relationship with your customers takes trust. You also have to connect with them on a more personal level.
Behind-the-scene (BTS) videos accomplish both things. By showing the audience what takes place in your company, you’re showing transparency. You also get to build a connection with them.
You can show what goes on behind photoshoots, your videos, and such. You can also go more in-depth about the making of your products.
Feedback and Testimonials
You can best show customer feedback by showing real people, testifying to the effectiveness of your product or service. You can show several people in a single video or focus on one person in each short video.
Want to build suspense around an upcoming launch? Short videos are the way to do it. You can use short videos as a part of larger campaigns.
You can get as creative and tantalizing as you want. Tease different elements in different videos, and make them connect to the actual product video.
Like we’ve mentioned earlier, viewers like watching how-to videos and demos. People often make these videos themselves, but you can have the pleasure of publishing them as well.
Show your customers how to use your product or service. Show them how they can use them in different settings or for different purposes.
You can target new and existing customers alike with these videos. Would-be purchasers can watch the video first to help with their decision. And, those who have already purchased the product can watch the video to learn more.
Learn More to Grow Your Business
Video marketing is only one effective way to grow your business. You need to explore a variety of marketing strategies to reach as many people as possible. Marketing alone is not the universal answer either.
A highly successful business success is dependent on having all areas of the company – from the C-suite to the sales and marketing teams, to the production operations and customer service teams – engaged, highly productive and adaptable.
This is especially true today when we are dealing with COVID-19, a massive federal budget deficit, and how coming out of the pandemic will stretch businesses. However, this is also a time when the most self-aware and well managed firms will leave the weaker companies in their wake.
That’s where we can help! Don’t hesitate to contact us, we are experts in building highly successful and resilient business. Get a jump on your competitors, let’s talk today.
Let's set up a time to talk. Brian Tracy USA: 877.433.6225 Email Me