Last updated on August 2, 2020
Video marketing isn’t new.
But it’s benefits for brands has skyrocketed in the past few years.
Internet users are watching more videos than ever before.
Social platforms are becoming more video content-optimized.
And it has never been cheaper to film and produce videos as it is today.
These bits of information don’t mean much on their own.
But smart marketers are connecting the dots, and experimenting with video marketing strategies.
A recent study shows that 87% of businesses already use video as a marketing tool.
Not only will 99% continue in the following year, but 88% are planning to increase their video marketing budget.
So far, 91% of business marketers consider video to be an essential part of their strategy.
So what is it about video marketing?
- 1 So what is it about video marketing?
- 2 Videos improve sales and conversions
- 3 2. Videos can explain anything and everything
- 4 3. Lazy users love videos
- 5 4. Video ads are more effective
- 6 5. Customers trust brands with videos better
- 7 6. Users share videos more than other content types
- 8 7. Video marketing improves brand awareness
- 9 8. Video improves marketing ROI
- 10 9. Videos integrate well with other marketing tools
- 11 10. Search engines promote videos
- 12 11. Video production is getting cheaper
- 13 12. Video marketing is useful in creating a brand personality
- 14 Conclusion
Why do so many business owners and marketers commit their budgets and other revenue to making videos?
And how can it help your own business?
To answer these questions, here are 12 video marketing benefits for every business.
Videos improve sales and conversions
Video offers a persuasive effect that is significantly better than other content types.
First of all, it drives engagement and conversion.
92% of shoppers say that visuals are the most influential factors affecting purchasing decisions.
And 70% of marketers report that video converts better than any other medium.
Using video marketing, brands can send powerful messages to the target audience.
They can also communicate their call to action better using both visual and audio elements.
Videos also give viewers an easy-to-digest understanding of what you’re selling.
A demo video, for example, shows users how a product works to solve a problem.
This can help a potential buyer quickly identify that your product or service is a solution that they need.
Videos are also useful in improving sales for e-commerce businesses.
According to Unbounce, having a video on your landing page can boost conversion by 80%.
While upgrading its product information category, a brand called Ariat was able to test the possible benefits of videos on its sales.
The team discovered that products with videos that were viewed had a 160% conversion rate that products with no video views.
This shows that their visitors were more inclined to purchase after watching a product video.
2. Videos can explain anything and everything
Every concept, no matter how complex, can be solved using a good video.
If you’ve ever had to assemble a piece of furniture, then you can agree that a video guide is so much better than a how-to leaflet.
A lot of brands that provide technical products and services often use videos for this purpose.
However, you don’t need to wait until the post-sales stage to show how a product works.
In a survey, 90% of consumers say that video helps them in their buying decision process.
Helping your audience understand the ‘hows’ of your offerings is important for marketing.
Video marketing is the best approach to use in this case.
94% of video marketers say video has helped increase user understanding of their product or service.
You can’t effectively ‘sell’ to people if they don’t know what they’re buying.
Video marketing is just helpful in the sales process.
It can be used to explain brand changes to your audience or new solutions being offered, and more.
Using video can smoothen your communication process by far.
3. Lazy users love videos
Most internet users don’t want to do too much.
They enjoy being able to browse through online spaces and enter one-step commands passively.
I should disclose that I fully identify as a lazy internet user.
What we (lazy users) love the most is the ability to enjoy content without fully engaging our minds.
Which makes videos the perfect type of content for us.
If you want to appeal to your lazy audience, which is a majority of them, try video.
A study by the University of Minnesota researchers shows that the brain processes visuals in a presentation faster than text.
And whether your lazy audience is aware or not, they are processing and retaining information as they watch.
In fact, another study shows that viewers retain 95% of the messages in videos, compared to 10% of messages in text.
Knowing that you may not have the full attention of your audience, it is essential to use your most compelling content.
4. Video ads are more effective
Right now, most consumers have built banner blindness to adverts.
This is the ability to ignore advertisements without even realizing it.
There are exposed to so many ads that their minds don’t even notice anymore.
A study by Infolinks showed that 83% of the online audience have banner blindness.
However, data and experience show that video adverts are not subject to banner blindness.
Users see and interact with videos.
On average, 46% of users act after viewing a video advert.
They may not convert immediately and may choose to research or interact with the brand first.
But they pay attention to videos and the intended call to action.
According to iab, two in three advertisers will shift money away from their TV budget to fund their digital video advertising.
Marketers recognize that video is effective in advertising directly to the consumer.
5. Customers trust brands with videos better
There’s an assumption that the trustworthiness of a video reduces once it is associated with a brand.
After all, no brand would make a video to say that their products and services are inferior.
However, data shows us that consumers, in no small extent, trust brand videos.
64% of consumers are more likely to purchase after watching branded videos.
And 54% of consumers want to see more videos from the brands they support.
Consumers rely on the information provided by your brand to make their purchasing decision.
There’s a growing need for brands and consumers to establish their relationships based on transparency.
The audience wants to see the behind-the-scenes action.
They want to know the faces behind the social media posts.
They want to understand the process behind your production.
The easiest and most enjoyable way to share this information is by video.
A study by Animoto proves this.
According to their data, customers’ favorite type of content to see from brands is video.
Social videos are shared 1200x more than pictures and text combined.
When people think your information is interesting or relevant, they often want others to see it too.
Consumers are more likely to share a brand’s video than a brand’s picture and text updates.
Improve the sharing power of your marketing messages by creating video content.
Also, while viral videos are not planned, there’s a higher possibility for your content to go viral if it’s in video form.
Take two popular YouTube actors as an example.
Tripp and Tyler create work-related comedy videos.
Brands offering business solutions often sponsor their videos.
While not every one of their videos goes viral, they’ve had a few successes.
Both videos were sponsored, and these brands enjoyed the sharing power of the internet.
7. Video marketing improves brand awareness
Brand awareness means that consumers are familiar with your brand identifiers, products, and services.
It can only be achieved when these consumers are repeatedly exposed to your marketing messages.
Marketers say that they’ve reached a 54% increase in brand awareness using video content.
This awareness is vital for brand loyalty and growth.
It helps customers keep brands top-of-mind.
It also boosts sales when a large portion of your target audience is aware of the solutions your business provides.
However, a lot of details go into building an identifiable brand. Most of which are visual details.
Trying to improve your brand awareness without using videos could be a self-imposed struggle.
Videos give your audience a real-life view of what your brand is made of.
This goes beyond brand colors and designs.
They also get to see the faces behind the business.
They can form attachments to personalities and features.
Since videos are easily accessible, you can’t put a cap on their performance in exposing the audience to your brand.
8. Video improves marketing ROI
Videos improve not only sales, but also profit margins.
Several tests, such as this Biteable example, show that videos have a higher click-through rate than text.
They also convert better.
Meanwhile, video content is becoming cheaper to produce.
Your audience has simple tastes.
As long as you provide good quality visuals and relevant information, they’re happy to watch.
This means that with video, production costs are low, and revenue is high.
Therefore, the Return on Investment for a business using video will be significantly better than one using text content for their marketing.
In this recent Wyzowl study, 83% of marketers say video gives them a good ROI (up from 78% in 2018.)
Marketers continue to expect great results, as video marketing becomes even better optimized.
9. Videos integrate well with other marketing tools
Video marketing can be combined with social media marketing, email marketing, SEO, and other marketing tools.
Data shows that emails with videos included can see a 200-300% increase in click-through rates.
According to Eyeview Digital, using video on landing pages could potentially increase conversion by up to 86%.
Brands can use videos to improve the marketing performance of different strategies.
10. Search engines promote videos
Video is an essential factor in search ranking.
As more people seek out video content, search algorithms will push videos to the top of search results.
Google is particular about providing users with the closest possible match to their queries and content preferences.
The rise in video consumption reflects in the Google Search results of today.
This affects how search bots rank the relevance of your website on the Search Engine Results Page (SERP).
Having a video on a landing page makes it 53% more likely to show up on page 1 of the SERP.
Another report shows that video marketing increases organic traffic from search engines by 157%.
For a high-performing SEO strategy, video is now required.
11. Video production is getting cheaper
Anyone can shoot, edit, and publish a high-quality video using one smartphone.
The top-performing videos on social media require low production costs.
Content types such as Live streams, stories, and even native videos can be shot anywhere with good lighting and a suitable background.
Cheaper production costs mean that every type of business has the opportunity to use video marketing.
The important factors are your creative and the relevance of the information being shared.
12. Video marketing is useful in creating a brand personality
Every brand has a personality.
If you’re not creating one on purpose, the audience will assign one to you.
Or worse, your brand could just blend in with the rest of the crowd.
Every time a brand shares content with its audience, it shapes the public perception of that brand.
Most brands with a strong personality can attribute it to their video campaigns.
Think of Coca-Cola, RedBull, and GoPro.
Let’s talk about brands that built their personality using online video marketing.
One example that comes to mind is the Dollar Shave Club.
With their viral video from 2012, the brand quickly established their style.
You can watch the video here; Our Blades are F***ing Great.
Their brand says humor, but also functionality, and reasonable pricing.
For a brand that primarily sells razors, they’ve been able to add some strong emotional elements to their personality using good video marketing.
Here’s a quick reminder of 12 reasons why your brand should be using video marketing:
- Videos improve sales and conversion
- Videos can explain anything and everything
- Lazy users love video
- Video ads are more effective
- Customers trust brands with videos better
- Users share videos more than other content types
- Video marketing improves brand awareness
- Video improves marketing ROI
- Video integrates well with other marketing tools
- Search engines promote videos
- Video production is getting cheaper
- Video marketing is useful in creating brand personality
Video marketing is still growing.
By next year, we expect to see shifts in how consumers interact with videos.
If you aren’t using video marketing yet, your business is missing out on all these benefits and more to come.
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