The Role of Video Content in Marketing Activities
As the digital marketing industry becomes an important part of business, finding ways to differentiate yourself from the competition will need to be an increasing focus. Interestingly, one of the most powerful and important mediums to accomplish this is the use of video marketing (Ali, 2017).
Scroll through any Facebook feed today and you’ll see videos where static posts and images used to be. Video is quickly becoming the preferred medium of communication by businesses and consumers alike – and for good reason. Video is a quick, easy, and effective way to convey information in a way that is multi-dimensional, interactive, and entertaining.
According to CBO.me, live action ads are also more likely to be shared through social media outlets versus text based information. It’s been recently rumoured that Facebook has updated its algorithm to favor video posts above all other types of content. A business now has the ability to reach a larger viewing audience by creating or sharing memorable or funny videos. Video ads and promotions will entice a person to an emotional response. Most often, a person will share information they identify with the most, allowing your business free exposure to a potential clients friends, family, and followers.
If you haven’t gotten on the video bandwagon and are wondering if producing videos are really worth the effort, here are a few benefits that might help you to make your decision.
Video Content Promotes Brand Awareness
The sheer multidimensional nature of video in combining images, text, and audio allows for the quicker and more impactful communication of a message. It is easier for consumers to recall a video they watched (versus just a static image or text) – and when they remember your video, they remember your brand.
In addition, people are much more likely to share a video within their social circles, especially if you are able to present information in an entertaining and engaging way. This increases your brand reach and extends the ‘life’ of a video much further than an image or text.
It is worth noting, however, that people are much less likely to share an overtly ‘branded’ video – an ideal balance would be to make your video content as memorable and relatable as possible, while adding in nuances of company identity through colours, fonts, logos, and subtle script messaging.
Eric Vidal, CMO at BMG, points out how today’s buyer puts the level of connection they feel with a brand over the function of the product when making a purchasing decision. Your product or service might be amazing, but you won’t maximize your reach without giving customers a reason to choose your brand.
Storytelling is another one of the latest marketing trends. The art of storytelling is as old as humanity, and online video is the latest medium. Use video to tell the story of how your company got started. Here are some questions to ask yourself to get the creative juices flowing:
- What was my state of mind when I first got the idea for my business?
- What problem was I trying to solve when I first thought of my business?
- Who helped me in turning my idea into an actual business?
- How do I think my business is different than other businesses in my niche?
- What about my company has a direct positive impact on society?
The goal with a brand origin story is to show your roots. It helps build a connection that primes leads for conversion. Wrap it up with a strong call-to-action and put it on a landing page.
Also, studies have shown that videos generate more trust in customers than blocks of text or infographics. This makes sense intuitively, since the production costs of a video would discourage a spammer or fly-by-night website from creating them.
Video Can Boost Your Website’s SEO
Simply the act of placing a video on a page in your website can boost its SEO ranking, regardless of content, as Google gives preference to websites that contain videos. This is especially true if you first post your video on Youtube and embed the video onto your website.
In a more roundabout (but still effective) way, videos also cause users to spend more time on your page, thus signaling to Google that your site has quality content. This also contributes to boosting your SEO ranking.
A word of caution, however – make sure that your embedded videos are not causing your website to lag while loading, as that is a surefire way to increase your bounce rate and negatively affect your SEO!
Video Can Increase Sales
Research has shown that consumers are much more likely to make a purchase after watching a video about the product. It is unclear as to exactly what it is about videos that increase sales, but it is likely a combination of factors.
After all, videos are more attention-grabbing and thus more consumers may be aware of your product. Videos are also a great way to show the product in action and provide enough information to convince the consumers of their need for your product.
When creating product-focused videos to increase sales, a good tip would be to try to pre-empt (and answer) questions which consumers may have about the product. In other words, use your video to overcome the barrier to purchase that consumers may have – and you’ll find a sale much more likely. Product demonstrations, FAQs, and product reviews are all great ways to use your video to increase your sales.
Over 50 percent of consumers look up a product on the Internet before they make a purchase. Consumers want to see how your product works so they can visualize it solving one of their problems. Your personality matters just as much as the functionality of your product. The more passion you convey in your video, the higher your conversion rate.
Dominate the Social Media space
According to TheMarketingScope.com, video dominated the social media landscape in 2017, and it shows no signs of slowing down in 2018 and beyond. Conduct an audit of all the social media profiles for your business. Which platform do you get the most engagement with your community? Facebook, Twitter, Instagram, and Snapchat all have video in some capacity.
One great way to use video on social media is to give consumers a behind-scenes-look at your brand. Have your employees do account takeovers to showcase their role within your company. Show the production process in action.
Improving trust and humanizing your brand can Increasing sales with video marketing isn’t always about generating sales directly from a video. Sometimes the goal is to improve trust and humanize your brand through transparency, which indirectly increases sales.
Videos are also able to make a compelling pitch more quickly than reading would. Instead of allowing the visitor to read or skim whatever part of the page they choose to, a video can be hyper-focused to get the specific points you need to get across as quickly as possible. So if you haven’t already started producing videos, give it a try and see what they can do for you! And if you’ve already dabbled in video-making, try experimenting with different video ideas and formats to make sure the effort you’re putting into making your videos is paying off in the best way possible!
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