Video is fast becoming the dominant format in digital marketing.
Mainly because video consumption is massively on the rise. Estimates suggest that in the next few years video will account for 80% of all internet traffic, while at least 55% of us watch videos online every day.
So the appetite for video consumption is certainly there and is only going to rise.
But does video actually help build relationships with clients and consumers and help your businesses increase its bottom line?
The evidence suggests it does.
A recent study by video marketing agency Promo, has revealed 58% of people usually react to videos they watch online, 70% of people often visit the publisher’s website after watching a video, while 60% of visit the publisher’s Facebook page after watching a video.
According to marketing software provider Hubspot, 90% of consumers say that product videos are useful when researching a product or service.
So whether you want to grow your presence on social media, increase your web traffic or boost online sales, video content is certainly something your business should be looking at (pardon the pun!).
And it’s a format that can be relatively quick and simple to produce if you are a sole trader or a small business.
An engaging piece of content can easily be shot on a smartphone, and edited on free software, to be uploaded to your site or social media network.
Below we discuss three ways that video can help your business engage with potential customers and ultimately improve the bottom line.
Social video generates 1200% more shares than text and images
No, that’s not a typo – on average video is 12 times more likely to be shared than other forms of content. Not only this, it has been proven to reach a higher proportion of your Facebook page audience.
According to analysis from social auditing company Locowise, the average video post in April 2017 reached 12.05% of the total page audience, just ahead of photos at 11.63%, links at 7.81%, and status updates at only 4.56%.
Videos also had the highest levels of engagement.
However it’s worth pointing out that whatever content you produce, the quality is more important than the format.
Analysis of 100 million videos by Buzz Sumo (they must have had square eyes after that!) has revealed the following best practices:
• Don’t waffle on: Videos that generated the most interaction had an average length of 115 seconds and a median of just 65 seconds.
• Let the video do the talking: Facebook video that generated the most engagement had short text introductions with a median of 61 characters.
• Hacks, Tips and How-tos: Videos that give actionable advice are the most effective, followed by inspirational and humorous videos.
Using video on landing pages can increase conversion by 80%
But why is this? Data shows that website visitors naturally spend more time on a page that contains video content.
Therefore, the message you are trying to convey about your organisation, product or service has longer to sink in.
Video is also a highly effective way of building trust – whether you feature testimonials from existing clients and customers, or company employees.
So generating trust encourages your site visitor to take the next step that you’d like them to, whether that’s making a purchase, signing up to a newsletter or downloading an ebook.
Four times as many consumers would rather watch a video about a product than read about it
This may sound harsh but visitors to your website are lazy. We all are.
If given the choice between reading a 1000-word blog or a short video, most people naturally choose the latter – according to one study, 59% of senior executives stated that if both text and video are available on the same topic on the same page, they prefer to watch video.
Although, as we have previously discussed, blogging plays an integral part in your content marketing strategy, so text isn’t a completely dead format!
So how can you make your video engaging to your audience?
• Use directional cues within the video to point your visitors at your landing page’s conversion goal. This can be a physical action (a person pointing) or a verbal instruction.
• Write a script before recording your video (or even better, use a seasoned copywriter – hint, hint!) and have several practice runs. This will ensure the video flows seamlessly.
• Add a call to action (CTA) to your video. This can be permanently visible, or be shown at strategic times throughout the video.
So there we have it. Proof that video can have a number of marketing benefits and can help your business improve its bottom line.
Have you used video in your digital marketing in your campaigns? Has it been as successful as the case studies described above?
Let us know.
If you would like to discuss any aspect of digital marketing with deepsocial, please get in touch.