Content is the foundation for online marketing. There are a number of ways we humans can consume content, which is audio, video, and written word. All of these content forms are used by marketers and companies and are fundamental for communication with customers and the target audience.
However, video content has gotten an upswing in popularity online in recent years, which has caused marketers to invest more heavily in this form of content. Videos are considered as a powerful medium rather than texts or images to communicate a message more effectively and to increase the engagement rate. In fact, it is actually predicted that 92% of online content will be videos.
Many marketers feel that even complex data that are hard to communicate in words could be easily transferred and demystified with videos. When it comes to B2B videos, the content form is growing substantially. Today videos are playing an important role across all the major social platforms, blog posts, and emails.
How Videos Revolutionized The Marketing Industry?
Marketing involves grabbing the attention and convincing of the prospect and target audience by exaggerating the attractive elements of a product. Rather than text or images, this could be achieved easily with the help of videos. Moreover, irrespective of the ages, right from children to older people, everyone is fond of storytelling, which is the reason behind all age groups are driving towards video.
Thus, videos that themselves are a storytelling medium are harnessed in the marketing industry to allure people and create a lasting impact on a product. 90% of customers have revealed that product videos have influenced them largely in making purchase decisions rather than the written descriptions. When it comes to storytelling:
“Research shows that messages delivered as stories can be up to 22 times more memorable than just facts.”
This shows the pivotal role played by videos in modern-day marketing. Videos possess the intrinsic skill of connecting with people emotionally rather than a massive chunk of text and images. Thus, due to better engagement and connectivity, brands are giving more importance to videos. Brands are using videos as their marketing channel to convey their ‘brand message’ effectively and to convince people to buy their product.
Videos Dominating Social Platforms
Videos are consumed mostly across all significant social platforms today. People spend the majority of their time on social platforms by watching videos. With TikTok being a video-dominant platform, both Facebook and Instagram have a separate section ‘Facebook Watch’ and ‘IGTV‘ respectively dedicated to videos. Recent surveys have shown that rather than scrolling the feed, people prefer watching videos on these sections. Around 64% of consumers have said that video advertisements have influenced them mostly in making purchase decisions. Through this, it is evident how videos could be used as a perfect marketing tool to convince a customer to buy a product.
YouTube, the complete video platform, counts four billion video views per day, opening an ample opportunity for marketers. Considering the increasing consumption of videos, YouTube has rolled out a feature by collaborating with Google Brain, helping its marketers to reach out to the target audience easily. The marketers could combine AI with big data, which allows them to spot their target audience more easily. This has availed enormous benefit to marketers as it facilitated the process of finding the target audience. Services like Likehacks have also eased the process of spotting the target audience.
A Multitude Of Benefits
One of the significant reasons behind brands sticking to videos is their array of benefits. Apart from its fundamental skill of influencing people, it avails of many comforts to the marketers.
Videos Influencing SEO
The increasing inclination towards videos has prompted Google to adapt to the emerging trend. Since people prefer videos over any other form of content, Google has begun to give more preference to websites with videos. Therefore, videos will play a substantial role in increasing the SEO ranking of your website. Ensure that the videos you add to your website are more informative and engaging. This will help you to achieve higher SEO ranking, thereby helping you in generating more leads and maximize your conversion rates.
Compact For All Devices
Videos are user-friendly across all devices, including phones, tablets, and computers. Moreover, the brand videos that are created for social platforms can be used in televisions and vice versa.
Furthermore, videos ensure a maximum conversion rate across all the devices it gets shared. Even when it comes to emails, videos have impressive statistics. In recent research, marketers have found that email subject lines with the word ‘video’ have increased the open rates by 20%. Additionally, 50% of email users have opined that they are more likely to read an email if it has video links embedded in it. One of the primary reasons pointed by them is that videos convey the entire concept in a short time, which is time-effective, whereas reading long-form of texts will take its own time. Thus, the decrease in time conception is also one of the significant factors for many preferring videos.
Videos and Influencer Marketing:
With the constant rise in social selling, brands are always on the lookout for new ways to gain the attention of the target audience. One of the common strategies sought after by brands is influencer marketing. Since influencers have already garnered an excellent reputation for them among people with their alluring content, brands believe that it is easy for them to take their products to people through these influencers.
Many influencers have risen to fame by delivering engaging videos consistently. Thus, brands choose influencers who could easily fit in with their brand voice. Many influencers have earned the trust of people who consider influencers as one among them. Thus people are more likely to buy the products that are recommended by the influencers. As brands have a maximum of their business through social selling these days, brands are ready to pump-in any sum of money to influencer marketing.
The Advancement In Technology:
The inception of AR and VR also has a more significant impact on the marketing field. Brands are framing their marketing campaigns around these two technologies to deliver a new engaging experience to their audience. Many brands will harness this technology in the coming years as they are capable of long-lasting impact in the minds of people. Moreover, these technologies have the potential to provide a more lively experience to people and stay in their memory for a longer period of time. One of the brands that took advantage of VR and grabbed the eyeballs of many is Oreo.
The recent VR ad from Orea takes the viewer to a roller coaster ride into a magical land with life-size cream-filled biscuits and milky rivers. The video has grabbed the attention of many people and paved the way to word of mouth marketing, thus maximizing brand awareness. In the coming years, many brands are expected to leverage VR in their marketing strategy to create appealing content and increase their conversion rate. Similarly, Samsung and Volvo had come up with VR videos, which received a tremendous response. Thus, more and more brands will add these technologies in their marketing plans in the coming years.
Videos are playing a substantial role across all corners of digital marketing. 65% of marketers have reported that video marketing generates maximum ROI. All the major social platforms have given a wider space for videos considering its higher engagement level. On the other hand, Google gives higher SEO ranking to the website pages with videos. All these factors have made videos as the future of content marketing.
Video marketing statistics
To really understand the power of video marketing, we share some important statistics below:
- 81% of businesses use video as a marketing tool, according to Hubspot.
- 6 out of 10 people would rather watch online videos than television, according to Google
- Mobile video consumption rises by 100% every year, according to Insivia
- By 2022, online videos will make up more than 82% of all consumer internet traffic which is an increase by 15 times from 2017, according to Cisco.
- 78% of people watch online videos every week, and 55% view online videos every day, according to HubSpot.
- Users view more than 1 billion hours of video each day on YouTube, according to YouTube
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text, according to Insivia.
- 72% of customers would rather learn about a product or service by way of video, according to HubSpot