Content is becoming more visual, making it more compelling and causing it to spread like wildfire. Whether we’re consuming news, engaging on Social Media, or sharing YouTube videos with friends, video has revolutionized the way we absorb and interact with content. Businesses are also ramping up video use in their marketing plans to improve customer communications and increase engagement, traffic, and leads.
Here’s what a video marketing strategy can do for you:
BUILD BRAND AWARENESS
Videos are the perfect “show and tell.” They connect to the audience emotionally, are quick to consume, and make it easy to share content across platforms. This is especially helpful when talking about your business or demonstrating a service, as viewers can actually see how things work or learn a new skill. Take a look at non-profit organization Global Education Plus’s video, Hope Begins at School. They use an emotional approach that resonates with viewers. It’s quick, tells a story, and drives people to donate. And according to Cisco, online videos will account for more than 80% of all consumer internet traffic by 2020.
BOOST YOUR SOCIAL MEDIA PRESENCE
If a picture is worth a thousand words, then a video is worth a million Facebook likes. Okay, maybe not literally a million likes, but still, videos can have a big impact on your marketing strategy, especially on social media.
According to Buffer, a Facebook video receives 135% more organic traffic on average than a Facebook photo. Additionally, Facebook has discovered users comment 10x more on live videos than they do on regular videos.
And it’s not just Facebook that sees more user engagement from video posting. Twitter has found videos are 6x more likely to be retweeted than photos and 3x more likely than GIFs. Bottom line: if you need to improve Social Media engagement, video marketing can give you a boost.
BE FOUND IN ONLINE SEARCHES
High-quality video content can also have a direct impact on search engines. Distributing videos on social media platforms like YouTube and Facebook, blog posts, and on websites increases the likelihood a target audience will find your content while searching for relevant information. When creating a video, be sure to optimize details such as title, description, and the thumbnail image to help search engines index it. In the long run, search engine optimization efforts will increase your return on investment.
RETURN ON YOUR INVESTMENT
Investing in video marketing campaigns can take time, but it pays off. A video with great content and call-to-actions can increase conversions and drive sales.
For example, pediatric dentists Jenkins & LeBlanc’s Growing Healthy Smiles video is both informative and educational for parents and children. They use a clear call-to-action, “schedule an appointment”, to drive business.
According to Aberdeen Group, companies which use videos in their marketing have a 27% higher click-through-rate and 34% higher web conversion. Additionally, research shows that 76.5% of marketers say that videos had a direct impact on their business.
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