By Priit Kallas
1. Video Boosts Conversions and Sales
First things first. Videos can make you some serious money. Adding a product video on your landing page can increase conversions by 80%.
Video can also lead directly to sales. Studies show that 74% of users who watched a video about a product subsequently bought it. So better start crafting your exciting product videos now!
If you think about it, the effectiveness of video is not even that surprising. After all, vision is our most dominant sense. Most information transmitted to our brain is visual. So if already pictures can boost engagement massively, imagine what moving pictures can do to your business.
2. Video Shows Great ROI
To get you even more excited, 83% of businesses say that video provides good return on investment. Even though video production is not yet the easiest nor cheapest task, it pays off big time.
Another good news is that your videos don’t have to be perfect. It’s the content that matters! Latest research shows that users are mostly put off by videos that don’t explain the product or service clearly enough. Low quality and poor design didn’t matter nearly as much.
3. Video Builds Trust
Trust is the foundation of conversions and sales. But building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Stop selling and let the people come to you by providing them interesting and useful information. I couldn’t have said it better than Mark Schaefer, the Executive Director of Schaefer Marketing Solutions:
The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.
Video does it all. Video content is likely to engage us and ignite emotions. And when we talk about elite people in the audience, YouTubers have become the most powerful social media figure to promote your brand. So, if you are serious about content marketing, you must be serious about video, too.
Promotional videos can foster trust as well. Some consumers are still skeptical about buying products and services on the internet because they fear fraud and cheating. But effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
4. Google Loves Videos
Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
5. Video Appeals to Mobile Users
Video and mobile go hand in hand. 90% of consumers watch videos on their mobile. From Q3 of 2013, mobile video views have grown more than 233 percent. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.
Also, Google tells us that smartphone users are twice as likely than TV viewers and 1.4 times more likely as desktop viewers to feel a sense of personal connection to brands that show video content or ads on their devices.
The growth of mobile video means that brands need to be sensitive to the personal experience people have on their smartphones. For example, give them a better choice in the video content they consume.
6. Video Marketing Can Explain Everything
Are you launching a new product or a service? Create a video to show how it works. 98% of users say they’ve watched a video to learn more about a product or service. That is why 45% of businesses who use video marketing said that they have a video on their home page. Of those businesses, 83% said that their homepage video was effective.
7. Video Engages Even the Laziest Buyers
Video is a great tool for learning, but it’s also super easy to consume. Today’s life is too busy to have time to read long product descriptions or dig deep into services. The modern customer wants to see the product in action. Video preference is one of the most important driving forces of using video in your content marketing.
Video marketing can capture a wide audience, and it works on many levels. Even the laziest ones. Make sure you target not only to the eyes but also to the ears of the potential client. Your competitive advantage gets double power!
8. Video Encourages Social Shares
Social networks encourage video content with their new features. Facebook has launched 3600 Video, Live Video, and Lifestage (A Video-Centric App for Teenagers). Instagram put in place 60-Second Videos & Instagram Stories, Twitter has Periscope. And YouTube is the second most popular social network in the world.
However, in a social media context, video marketers must remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends if it was entertaining. So create fun entertaining videos to encourage social shares. Emotions are not exactly ROI but social shares can increase traffic to your site, and you can take it from there.
Bonus Tip 1: Video Ads Work Wonders
Hear this: The average click-through-rate of video ads is 1.84%. That’s the highest CTR of all digital ad formats!
Video ads are also highly effective on social media platforms. Facebook, clubbed with Nielsen, projected the value of video ads on its platform. They learned that 74% of the total Ad Recall can be achieved already within the first 10 seconds of the video. So, fight against banner blindness by making video ads instead.
Bonus Tip 2: Video Is Rocking Email Campaigns
When you’re creating videos already, make sure you to incorporate them into your email marketing campaigns. An introductory email that includes a video receives an increase click-through rate by 96%! That’s a great way to stand out from competition and get your message across.
Bonus Tip 3: Majority of consumers prefer video content to reading
Video content is more likely to keep the audience in the comfort zone, and this mental state should lead to less critical thinking, less friction, and more conversions. Video will be used more for converting and lead generation. A lot of potential buyers don’t want to talk to salespeople. This is where video can influence sales in later stages.
Bonus Tip 4: The content quality is very important, but the production quality is not that important
Production quality and technical aspects have to be OK but not world class. Better production quality is correlated with more trust, but it can’t make up for the lack of substance. Good enough production quality will work as long as the content itself is engaging.
Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.
Emotionally charged, creative video advertising can be spread on the Internet in a matter of days, getting millions of views. And this is the whole point of video marketing: the only creative survive!