Videos In Digital Marketing: 5 Sound Reasons To Try It Out
Updated on: 23 February 2022
In today’s business climate, marketing primarily takes place in the digital space, where billions of people spend most of their time browsing content. Getting the attention of a brand’s demographic may have been simpler in years past. Still, with virtually all businesses now online to keep at pace with the competition, this has become all the more challenging.
As a result, digital marketers need to do more than pick the right type of content and post it at the right moment to boost engagement; they must also ensure that it has three key qualities - fun, engaging, and easy to digest. This is where video comes in.
Incorporating video content in digital marketing strategies is growing to be more successful by the day, with estimates pointing to 82% of all online traffic comprised exclusively of video content by this year. And that is only one of the many compelling reasons to dig into this top marketing trend for 2022. Below, we outline five more reasons your brand should leverage video content to drive engagement further.
1. People love consuming videos
Compared to text-based content, videos are just more fun to watch and easier to consume for most people. This is backed by statistics showing that, on average, one-third of a person’s online activity is spent watching videos, which is equivalent to 32.3 videos per month. Due to these preferences, people tend to lose interest in a brand if they do not feature video content on their site or other platforms. In short, companies that leverage videos in their marketing strategies or otherwise are seen as being more attractive, savvy, and ‘in tune with the times’ compared to those that do not.
However, keep in mind that simply making videos is not enough; they must be fun, fascinating to watch, easy to understand and provide viewers with what they want to know. It is also crucial to pay attention to video length and find the sweet spot for each type of video to respect the viewers’ time and drive more engagement. This includes making sure videos load quickly to keep them from leaving the site.
2. Video content drives higher organic traffic
Organic traffic is defined as those visitors that land on a site from unpaid sources, also known as free traffic. A primary source for this traffic includes searches from search engines like Google, DuckDuckGo, and Bing. As one of the most significant drivers of visitors to any website, businesses spare much time and effort to get links from other high-quality sites to boost their authority. The higher the site quality appears to search engines, the more organic traffic it can attract. This leads to increasing their position in Search Engine Result Pages (SERP) and, ultimately, the organic traffic on their website.
One way these search engines analyse website quality is through its bounce rate. If visitors leave or ‘bounce’ as soon as they land on a website, Google and other search engines will deem it to be of low quality, placing them at the bottom of the rankings. Hence the importance for websites and e-commerce stores to engage visitors for longer to achieve a low bounce rate, which is what video content does best. Thanks to its high levels of engagement, video content serves as an invaluable tool in making your site attract more significant organic traffic.
3. Many turn to videos to learn about products and services
Unsurprisingly, video content has a significant impact on a consumer’s purchase decision process. When making videos for the brand’s digital marketing strategy, they need to do more than attract likes and upvotes from viewers; they must also get customers thinking about your products and services and compel them to purchase. Statistics from a Wyzowl survey indicate that around 98% of respondents say they turned to explainer videos like reviews to learn more about a brand’s offerings. In addition, 90% of those interviewed claim that product videos helped solidify their purchase-making decisions.
The reason for this is simple. Watching videos allows most audiences to retain 95% of the message compared to 10% when reading it in text format. And evidently, it is not uncommon for the average Joe to prefer watching a video that showcases a product or service in action than just reading about it.
4. It leads to more conversions
Video content’s impact goes beyond just the purchase decision process; it can also help increase conversion rate. From interviews, Wyzowl discovered that 74% of respondents purchased a product after learning more about it through videos online. The same study also reveals 77% of consumers claim they became convinced to try out a product or service by watching a video about it. In short, this means video content allows a target audience to engage with a brand, learn more about its offerings, and ultimately pull the trigger on making the purchase.
5. Marketers find video content highly effective
We have already established the modern individual’s love for video content and how such a medium can raise more traffic and conversions. But what do digital marketing experts think? As predicted, 87% of digital marketers leverage videos to grow their businesses, while 88% view them as integral to their marketing strategies. The only problem that half of the digital marketers say is that videos are just as effective as they are challenging to create. However, not all video content are alike. Studies reveal that tutorial videos, testimonials, demonstration videos are the most effective types of video marketing.
Conclusion
Given the increasing popularity of video-focused platforms like YouTube, Tiktok, Instagram, and others, videos in digital marketing are poised to become more popular and effective in the coming years. And given how video content will unlikely go away anytime soon, this trend may be around for a while to benefit companies who capitalise on this and polish their video creation process and strategies.