While texts and words have the potential to convey a message, pictures say a lot more than that. That is because visuals have the potential to grab attention and connect to people’s emotions quickly. So, it should come as no surprise that videos are the best medium of communication that engages the audience by building a connection.
This has been proven by the rapid rise in global video consumption over the last few years. Internet video traffic will reach 240.2 EB (Exabyte) per month by 2022, according to Cisco’s forecasts. This exorbitant amount of video traffic is equivalent to playing 60 billion DVDs per month or 82 million DVDs per hour.
Communication is the key to a successful marketing campaign, and video is the most effective form of media for that. Facebook, one of the most prominent social media platforms for digital marketing, generates 8 billion video views on average per day, and posts including a video have a 135% greater organic reach than photo posts.
So, considering the massive audience base and the effect of audio-visual on the human mind, large brands and businesses have adopted video marketing very quickly. A significant number of marketers, 86% to be exact, already use video as an important marketing strategy, according to a study by Wyzowl. So, to keep pace with the business world, video has become an inescapable marketing tool.
Current Trends in Video Making
- A whopping 80% of users are able to recall a video advertisement that they have watched within the previous 30 days.
- Video in an email leads to a 200–300% increase in click-through rates.
- A wide variety of videos are produced by businesses. Live-action videos account for 42% of all videos, animated videos for 33%, and screen-recorded videos for 15%.
- A dedicated video content creation team is present in 88% of companies, according to a survey.
- The top channels for sharing or hosting marketing videos are social media (76%) at the top of the list, followed by blogs or websites (55%) and email (44%).
- In comparison to prerecorded videos, people spend 3x as much time watching live social videos.
- After watching a video, 64% of users are more likely to buy a product online.
Reasons to Focus on Video Marketing
In this section, we will briefly discuss the key reasons for focusing on video marketing.
Conversions and Sales
Our brain receives the vast majority of its data in visual form, making vision our primary sense of perception. So, it is obvious that pictures motivate people to engage in marketing campaigns. Imagine the impact that moving images and sound effects can have on your business when images alone are so powerful. That is why the importance of video marketing should come as no surprise.
Using video is a good idea no matter what category you put it in. When making a purchase decision, today’s consumers are more likely to do some research by watching explanatory and review videos. They are more likely to make a purchase after seeing a product in action in a video clip.
Studies show that 88% of users who watched an explainer video about a product or service subsequently bought it. Hence, video marketing can lead directly to sales. With just product videos on your landing page, you’ll see an 80% increase in conversions. More than eight in ten marketers (81%) say that video marketing has directly boosted their sales. So brands should not put it off any longer, and start adopting video marketing strategies.
Great ROI
Even if you don’t reap the fruits of video marketing right away, you should know that the time and effort you put into creating videos will pay off in the long run. Additionally, your videos do not have to be flawless in order to be considered acceptable.
Because what matters is the content! According to recent studies, users are generally annoyed by videos that do not clearly explain the product or service. It does not make much difference if the video is of low quality. So, you can even start with a minimal budget. However, you have to make sure the video is content-rich.
Even if we look at the numbers, it is observed that in 93% of cases, a video posted on social media results in a new customer for a business. Moreover, Animoto conducted a survey and found that 88% of video marketers are satisfied with the ROI of their social media video marketing.
Moreover, 49% of marketers have reported that video has helped them reduce support calls, while 87% of them have seen an increase in traffic on their page.
Building Trust
The whole idea behind video marketing is to build trust and relationships that last. Instead of just focusing on selling a product or service, let the people come to you by providing them with interesting and useful information.
Video content is likely to engage with us and ignite our emotions. Using YouTubers and social media influencers to promote your brand is one of the most effective ways to do so. You will have an easier time gaining the audience’s trust through influencers. If you take content marketing seriously, then you must also take video marketing seriously.
Additionally, trust can be built through promotional videos. Some people are still hesitant to buy things on the internet because they are afraid of fraudulent deals and being cheated. However, effective marketing videos discuss your products in a manner that sounds like a conversation and it creates a sense of authenticity.
Consequently, 88% of consumers report that videos of brands increased their confidence in online purchasing. Moreover, 96% of people have viewed an explainer video in order to gain a further understanding of a product or service.
Better Understanding and Connection
It’s easier to convey a message and convince people through videos than any other medium. With videos, a product or service can be explained in a way that the viewer can relate to, and thus more consumers can be attracted. Moreover, promoting a brand or its message is also very effective with even a short video.
It is not just a claim; 93% of marketers admit that using videos has been more effective at spreading brand awareness. This is due to the fact that people retain 95% of what they see in a video, compared to only 10% of what they read in text. So, when you introduce a brand or product to people with videos, there is a much higher chance that they will remember it.
Conversions and sales are built on a solid foundation of mutually beneficial relationships. In this context, video marketing helps with user understanding, and that is crucial for building a brand. According to 94% of marketers, video has helped them better understand a product or service.
Appeals to More Mobile Users
Statista estimates that there are 6.648 billion smartphone users in the world today. This means that 83.72% of the world’s population has a smartphone. According to a study, 90% of consumers watch videos on their mobile phones.
Internal data from Twitter suggests that mobile devices are responsible for 93% of all video views, which is consistent with YouTube’s 100% annual growth rate in mobile views. So, you should have an idea of how big the audience is and how video marketing can influence mobile users.
Tends to Go Viral
For brands to be successful on social media, they must keep in mind that emotions are shared more frequently than facts. Because video content tends to create a better emotional connection with the audience which is why it has a higher probability of going viral. A study says 92% of people who watch videos on their mobile devices also share them.
Moreover, if a brand video was entertaining, 76% of users would share it with their friends. So, you have to create fun and entertaining videos to encourage sharing. Emotions may not be a good measure of return on investment, but social media shares can boost your site’s visibility and lead to other opportunities.
Bottom Line
With that, we have reached the end of the discussion. The different forms of videos as marketing tools have proven to be very effective. Other than a great conversion rate and ROI, video marketing helps with brand building through trust and reliability.
Connecting to emotions, videos can deliver great messages that leave a long-lasting impression on the viewer’s mind. So, if a brand or company is serious about marketing, it must adopt video as a marketing strategy soon.
