This type of content helps businesses reach their goals whether they want to increase conversions, improve their SEO strategy, or connect with their audience. In this article, we describe eight key benefits of video marketing.
In this digital age, video content presents so many advantages that it’s hard to ignore. Here’s a list of the top eight benefits that illustrates all the reasons you should be using video in your marketing strategy.
1. Enhance SEO and Website Ranking
Search engines are on the lookout for content that provides users with relevant information and generates a better experience for the user overall. With consumers’ increasing interest in the medium and the valuable information videos can produce, it’s easy to understand why search engines are now favoring video.
Video is a great way to drive organic traffic to your website and keep visitors on your web pages. Video content can increase the time viewers spend on your website and decrease the bounce rate, which can improve your website’s ranking on search engine results pages (SERPs). Additionally, according to Moz, web pages that host media, like video, gained 3X more backlinks than an average page or post.
2. Increase Social Media Engagement and Shares
Utilizing video on social media platforms will help you stand out from the sea of static photos and improve your engagement. Your company can produce new content solely for socials or repurpose your videos, such as brand videos or product demos, for social media. Social media will help your brand reach and connect with the users in your target audience that won’t see your videos in online ads, on your website, or elsewhere.
The various social apps continue to prioritize and push video content, leading to more engagement and shares. According to HubSpot, users are twice as likely to share video content with their friends than any other media. So, if your brand creates a dynamic video, users will share it with their friends and family and help multiply your views with a broader audience.
3. Build Trust and Showcase Your Brand’s Personality
Video can help you create a personal connection with consumers. Showing your brand’s personality and the people behind the brand through video fosters trust between you and your customers. Consumers will have the opportunity to see your company as more than just another business.
Telling your story and highlighting employees in brand and company culture videos will assist new customers in remembering your business later on as well. People want to buy from companies that they understand, recognize, or feel comfortable with, and video can get you there quicker than, say, the copy on your website.
4. Videos Influence Consumers to Buy
Individuals are more likely to buy from your brand if they understand the product and all that it offers. In fact, according to Wyzowl, 94% of people report watching explainer videos to learn more about a product. Further, 84% of people say that they’ve been swayed to buy a product or service by watching a company’s video.
These statistics showcase that videos, like explainer videos and product demos, can help you not only show off your product but also influence consumer buying decisions.
So, to convert potential leads, create various videos that demonstrate how to use your product, showcase its key features, explain how your brand’s offering solves the consumer’s problems, and tell the success stories of current customers.
5. Videos Increase Conversion Rates
Conversions are what ultimately matter at the end of the day since they impact your company's revenue and keep you paying the bills. As we mentioned above, videos can impact sales from consumers on various platforms, but they also help your brand increase conversion rates on your website.
Conversion rates double for brands that include video on their site (Vidyard). Likewise, according to HubSpot, having video on your landing pages will increase conversion by 80% or more. About 78% of businesses report that video marketing has improved their bottom line (HubSpot). So, incorporating video into your marketing strategy can literally pay off.
6. Video Marketing Produces Results
In addition to conversion rates, videos can help your business achieve other results. According to Precision Marketing Group, adding video into an email produces a 200-300% increase in click-through rate.
Also, in a Wyzowl survey, 89% of marketers say video marketing gives them a positive return on investment (ROI). With video production being more affordable, the total investment going into creating videos is lower, making the return much greater for businesses.
Marketers have also seen results, such as more traffic, leads, sales, and audience understanding, thanks to video.
7. Consumers Love Videos
Microsoft conducted a study that found since the year 2000, the average individual’s attention span has dropped from 12 seconds to eight seconds. Consumers’ attention spans are low, and they’re bombarded with news and consume content all day long.
So, now more than ever, brands have to compete to grab and keep users’ attention. Creating compelling and entertaining videos will help get your brand’s message through all that noise.
Video is also consumers’ preferred method of consuming information and learning about new products and brands. So, why not give them what they want?
8. Gain the Competitive Advantage
Possibly the biggest benefit of video marketing is that potentially not many businesses in your local area or market are using it yet. If you get ahead by creating videos now, you'll set yourself apart from the competition.
In the case that your competitors are utilizing it already, don't stress. You can stand out by producing video content that highlights the unique features of your product and your extraordinary team. Videos provide you with the opportunity to tell your brand's story and promote your product in a way that your competition can't replicate.
These benefits speak for themselves. Video helps your business connect with your consumers and achieve your goals. Growing companies should leverage the power of video as corporations have for decades.
Learn more about video marketing here.