Video is the most engaging form of media but is also the most challenging. It is very important to have a thorough idea about how and whether the video will fit into your marketing strategy before you decide to move forward with a comprehensive multimedia campaign. Video is an investment and if used in the right manner can yield rewards that will outweigh your expenditures.
How Video is gaining popularity?
The following statistics spell out why video is gaining popularity and has become so relevant for paid advertising strategies:
- Studies indicate that 74% of all internet traffic will be video by 2017.
- Video is shared more than any other form of content.
- YouTube is cited as the second largest search engine in the world.
- 33% of tablet owners watch about half an hour video on their devices every day.
- Video in email can boost open rates by 20% and increase click through rates two to three times.
Two recent studies show how much video advertising on YouTube can assist in every part of the sales cycle from research to purchase. A team of Google and YouTube looked at all of the ‘Brand Lift’ data since June 2015, which included a huge number of campaigns across many different verticals. The study found that ‘TrueView’ ads saw a 35% lift in purchase intent from the viewer.
Fifty percent of YouTube views come from mobile devices and a large number of people watch videos while on the go. This encourages people to walk into a store nearby and make the purchase.
The relevance of Video in Advertising
The importance of video in advertising can be summed up as:
1. Mobile becomes a Video Driver
Widespread mobile use has given a boost to the number of videos viewed. In 2015, it was reported that no matter the screen size, the users spend an average 5.5 hours a day watching video content on their mobile devices each day.
2. Increased customer conversions
Research shows that 71% of the marketers believe that video conversion rates outperform other marketing contents. This is one of the most important reasons why you should be giving video a serious thought for marketing your content.
3. Higher customer engagement
Visual content is the key to great engagement. Audiences are about 10 times more likely to engage, embed, share and comment on video content than on blogs or related social posts. So, you can opt for video content posts for sharing on social networks and boost your traffic engagement.
4. Higher retention rates
65% of viewers watch more than ¾ of a video which is more than we can say about a text-based content. So, if you have a message to convey or a content to distribute do it through video and reach out to the maximum viewers possible.
5. Consumers are demanding more branded video
A study shows that 84% of the consumers have liked a branded video in their social media news feed and more than half have watched company videos deployed through email.
6. Boosts Email Click-throughs
The use of video in emails has shown to double click-through rates and make emails more effective. Video has not only driven results but has also turned recipients into readers and thus into future prospective customers.
7. Social Media sharing
Videos have proven to be the most attention grabbing when compared to any other medium. Sharing or distributing videos via social media platforms costs nothing and social media users will do all the work of advertising you.
8. Emotional connections
Video is the most powerful tool for evoking emotions which has proven to positively impact consumer decision-making even in B2B markets. The consumers may not feel the immediate need to go and buy your product after watching your video.
9. Improved SEO efforts
Using video in your content marketing will no doubt improve your SEO. In fact, according to Comscore, adding a video to your website can increase the chance of a front page Google result by 53 times. Consumption of long-form video has increased by 50% and the mobile users too turn to longer digital video contents as per the report from FreeWheel.
10. Video is highly effective
Marketers rated video as a highly effective marketing tactic in 2015 and said that video marketing effectiveness increased for 87% of companies. The rising video interest has created a powerful imperative for companies to identify where and how a video will fit into their marketing strategy.
Video is a very powerful medium and if put to the best use, can produce great results. So, if you haven’t thought of having a video or video ad yet, you can start planning one and help your business reach new heights.
