In sports, you could come across athletes like Micheal Jordan, Wayne Gretzky, and Joe Montana, who not only excelled in the game but changed the game forever with their ability and style. Something similar seems to be happening in web or online marketing with the advent and rise of video marketing.
More and more online marketers are opting for a video-led marketing approach for driving desired results. This trend shows no signs of slow down as there is a definite preference for videos from the audience. And according to estimates, 80% of all internet traffic would consist of online videos by 2021. This clearly shows skewed pattern consumption towards video, and marketers want to turn this trend to their advantage by leveraging the power of video.
This write-up seeks to interest the readers about how video marketing is changing web or digital marketing. We look at how video is maximizing the impact of digital marketing efforts. Here we go:
- Improved Customer Retention:
One of the best ways to improve trust and customer retention is by showcasing the brand’s humane side through videos. A brand must consistently publish video content that showcases employees, top leadership, behind-the-scenes action, and milestones in the brand’s journey. This will allow the audience to relate to the brand in a personal manner easily. This kind of engagement happens best when showcased through video content, as moving images tend to have a higher impact than any other online channel.
One of the software that allow the creation of high-quality videos that are known to engage the viewers is VideoCreek, an online video creation platform offering free tools.
- Higher SEO Impact
Google is known to measure the quality of messaging on all websites. It considers higher diversity in content as a ranking factor. Hence, websites containing diverse content formats, including text, image, and videos, are likely to rank relatively higher than other websites in the same category. Apart from this, major social media platforms have updated their algorithms to prioritize video. Any brand that seeks better visibility on these platforms organically must have a robust video strategy to ensure they get easily discovered by new audiences.
- Fosters Emotional Connection with the Audience
Video advertising uses a combination of audio and visual elements to get the attention of the audience. It incorporates music, script, and brand messaging to convey a brand’s relevance to the potential customer. Within a few seconds, the brand can broadcast an immersive storyline that captivates the audience. Such emotional messaging works at different levels to establish a personalized emotional connection with the brand, which is only possible with video content. The crux of the matter is how a brand can leverage the power of video to engage in good old storytelling.
- Improved Return on Investment (ROI)
Many online marketers are completely convinced about video performing better than any other medium for bringing in conversions. This claim is backed by a study that explains that 80% of the viewers are known to recall video advertisements, and out of which 46% of the viewers are known to take action based on the message in the video. Such figures validate the impact of video on the viewing audience, and consumption patterns for video will only see an upswing in the years ahead.
Compared to established forms of online advertising such as paid search, online video advertising is comparatively inexpensive. With paid search, you would be paying for each click (CPC), while video ads are priced at cost per thousand impressions (CPM) or views. Elaborating further, a single view of a video ad on YouTube costs less than a dollar. If we consider video ads on Facebook and Instagram, they are known to cost pennies. This kind of pricing stays relevant even when we consider peak hours, holidays, and prime time advertising slots.
- Better Reception from Audience
Video is the most engaging form of content online because it engages both your visual and aural faculties. The same cannot be said about banner ads that are viewed and processed in a matter of seconds. Watching a video requires time, attention, and emotional involvement from the viewer. The multimedia nature of videos is a big reason why a higher percentage of online users prefer watching a video than clicking a static banner advert. Moreover, with closed captions and moving pictures, video remains far ahead of any other medium in captivating the attention and compelling them to watch a video till the end.
Another way to make an engaging video is through a slideshow maker that allows creating a slideshow from photos, videos, and music into one single video clip. Click for more info.
- Offers the Competitive Edge
By now, we all agree that video gets the message across, but video can do more in terms of educating the customer on a product or service. Suppose there is a product in the market that takes a while to understand. An explainer video would be the ideal medium to communicate the ins and outs of the product better than any other medium out there.
Traditionally, it would be a cumbersome exercise on the part of the brand to get the communication going with product trials and free demo as viable options. But with the advent of video, it is no longer the case as ‘how-to’ or product usage videos can do the heavy lifting and convey the message elegantly and articulately. This not only improves the prospects of the company as a brand, but it also makes the product and brand more competitive than ever before.
- Increased Focus on Delivering Value
Marketers today are no longer sticking to a ‘pitch’ based approach because there are too many options for the customer to choose from. One has to give a search, and the product would be there on the screen, ready to be delivered to their doorstep. Hence marketers today are more inclined towards offering value through a product. And videos excel at showcasing a product up close to the customer, conveying the product’s immediate value to the potential customer. Such an approach has seen a rise with the increased adoption of video marketing by numerous brands.
Video remains way ahead compared to other mediums in the online world, and it will continue to dominate consumption patterns in the near future. Any brand that seeks to do web or digital marketing must have a robust video marketing strategy to stay relevant to the audience. If you happen to be cost-conscious and see video as a major financial investment, you have misunderstood the medium. Some of the videos that have gone viral in recent times were shot on Smartphones with no major investment. If your content has an undeniable appeal, it will find resonance with the audience no matter what. As a business owner, all you need to do is kick start your video campaigns by yourself with the help of online tools like VideoCreek or partner with a digital agency for more professional video output.