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According to HubSpot, "...if you aren't making video, you're likely falling behind" – and we have to agree.
Leading up to 2018, social media platforms have been giving significant backing to the visibility of video content, and it's not hard to see why – pun intended. If you're running a business in the twenty-first century, you probably have 'Create Video Content' somewhere on your marketing to-do list, or you may even already be dabbling in it but have abandoned or sidelined the project in favour of more pressing tasks. Well, friends, we're here to tell you that it's not yet time to retire the selfie-stick, and probably won't be any time soon.
Read on, if you'd like to find out why video marketing works effectively and what our research is pointing to.
Once Upon a Time
We've known this since the dawn of time: humans love a good story. Video enables us to create multi-sensory stories that are far more impactful and engaging, as opposed to the humble photo or long-form text.
Studies show that customers will stay on your website up to 88% longer if your landing page contains video content – bearing in mind, of course, that you only get approximately 8.25 seconds to make it worth their while. Understandably, this kind of data can send a marketing department into a creative frenzy of over-planning and over-thinking. What equipment do we need? How much is it going to cost? Do we need lighting? Should we hire actors? You may be surprised at the answers.
Rough and Ready
Ok, so maybe not quite VHS level – although there may even be an audience for that – but word on the digital marketer street is that internet users prefer simple, candid, authentic footage.
Video gives your business the power to build personable, genuine relationships with your customers throughout every level of the funnel. So, do some research into your personas and where they're most likely to consume their video content; embed the goals and intentions of your video in your script; pick up your camera or iPhone and say hello to the world of online video content.
Picture This
If you still need convincing, here are some interesting statistics that may just motivate you to carve out your niche in the video content market:
- The world spends 500 million hours watching YouTube videos – per day! Could you be sharing your testimonials, demo videos and expert interviews with some of these viewers?
- According to Forbes, global consumer internet video traffic will account for 80% of all consumer internet traffic by 2019. That's potentially some of your customers.
- Conversion rate is boosted by 80% if a customer is welcomed by a video on your landing page. Could you do with those kinds of numbers on your next sales report?
The End
Video marketing can offer your business a way into the rational and emotional world of your potential customers. It doesn't have to be expensive, and when implemented with the right strategy, you are positioning your brand exactly where all businesses should aim to be this year and beyond.
