6 Reasons Video Marketing is Red Hot (and Tips to Get Started)


There’s no question about it: Video is taking over. It’s predicted that video will represent over 80% of all internet traffic by 2019, and over 85% of traffic in the U.S. Video can be a powerful tool for businesses across industries—to grow awareness and share brand stories, educate and explain, and drive action. But many businesses are still testing the waters when it comes to integrating video into their marketing strategy.

Here are six big, research-supported reasons to put video front and center in 2018:

1. Everyone’s Watching (and Expecting) More Video

In fact, 54% of consumers want to see videos from brands they support. At the executive level, video is becoming an increasingly important source of information. According to a Forbes study, 80% of executives are watching more video than they were last year, with three-quarters watching work-related videos on business-related sites weekly, and more than half doing the same on YouTube.

2. Video is Great to Grab (and Hold) Attention

If you really want your message heard, video is the way to go. Consider that 59% of company decision makers would rather watch a video than read an article or blog post—and they’re more likely to consume the whole video, too. Over half (55%) of users say they watch an entire video, compared to 33% for interactive articles and 29% for blogs.

3. Video is Memorable

In comparison to text and images, studies show that video content is more memorable because it’s highly visual and auditory. 80% of customers can recall a video they’ve viewed in the last month—and when they remember your video, they remember your brand.

4. Video Encourages Action

Providing a way for a customer to see your product or service in action helps drive both engagement and sales. According to a report published by Forrester, including video in an email leads to a 200-300% increase in click-through rate. Action extends beyond clicks, with 65% of executives reporting that they’ve visited a vendor after watching a video. Nearly the same percentage (64%) of customers are more likely to buy a product online after watching a video about it.

5. Video Gives Your SEO a Boost

Adding quality and relevant video content to your landing pages, website, and offers can improve your SEO. Nearly two-thirds (65%) of decision-makers visit a marketer’s website after viewing a branded video, and embedding videos in landing pages can increase conversion rates by 80%.

6. Video Delivers ROI

With the points discussed above, it should come as no surprise that video delivers positive ROI for brands that make the investment. More than half of marketing professionals worldwide name video as the type of content with the best ROI

Video Marketing Quick Tips

  • Start with a Plan

Before you begin, make sure your video marketing strategy is aligned with your goals and your target audience. Depending on the information you want to convey and the group you’re trying to reach, a 30-second animated whiteboard video could fit the bill better than a 2-minute live action shoot.

  • Keep it Authentic

Show your human side through employee video spotlights and behind-the-scenes looks. Short on-camera interviews with industry and thought leaders can help to build authority and position your brand as the expert.

  • Promote Across Platforms

Make the most of your video content (and boost your SEO) by embedding it on your website, uploading to YouTube, and sharing on your blog and social media pages. Consider adding a video to a blog post or article where you transcribe some of the content to give people options. (Video is red hot, but not everyone prefers it!)

  • Hire a Professional (When it Makes Sense)

Not every video has to be polished and perfect, but in some cases—such as the feature video on your homepage—it may be a good idea to include professional video production in your budget.

Video is getting more popular and more powerful as a brand-building, ROI-boosting strategy. Video marketing represents an opportunity to create content that fits consumer preferences and connects with them on an emotional level, driving them closer to purchase. It’s worth investigating in 2018 and beyond.

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