In an age where online presence is highly important, brands need to live up to the trends – creating a website, a Facebook page or an Instagram profile is not enough anymore. To achieve business success, it is necessary to maximize what these platforms can offer. Digital marketing experts in the past years have predicted that videos will be the future of content creation in social media and they were 100% right. For marketers to convert content to sales, they must know the current effective ways of doing so; for video marketing, its future is definitely now.
What you get from video marketing
Videos are an excellent engager. Have you caught yourself spending more time on videos in your timeline lately than ever? That’s because videos have evolved into a more attractive, informative and immersive experience. Compared to written content, a website or page that contains more videos are most likely getting visited more for a longer period of time; video marketing increases website traffic and decreases bounce rates. Brands must take advantage of these benefits; by creating videos, they connect more with their target market because consumers feel more involved with their brand’s communication.
As consumers engage more with videos in social media, their buying behaviours are influenced. They get information on how products are used through demonstration videos, they know if products and services are good through video reviews, and they connect with the brand through lifestyle videos. Because of the benefits they get through video marketing, they, in turn, buy the product and promote the brand by sharing on their personal profiles. Videos generate leads and sales, meaning, businesses get a higher return on their investments.
Video marketing by the numbers
Videos are greater than ever. Let’s see look at the numbers:
- Users spend 2.6 more times on pages with videos than those without (Insivia)
- 92% of video viewers share videos with others (HubSpot)
- 1200% more shares are generated by videos than text and images combined (WordStream)
- 90% of consumers’ buying behaviour is influenced by product videos (HubSpot)
- 80% of users can recall a video they have watched over a month (HubSpot)
- 52% of marketers agree that video marketing has the best ROI (HubSpot)
- Brands that have videos on their social media grow their annual revenue 49% faster than those who don’t (WireBuzz)
- 80% of all consumer internet traffic will be from online videos in the year 2021 (Cisco)
The power of 10-second videos
Digital marketing has its uncertainties, but video marketing is certainly here to stay. Though videos are of great use, consumers value their time and their attention spans get shorter. In recent studies, digital marketing experts suggest that in using video marketing, brands should convey the most important message of their brand communication within 10 seconds; shorter videos are now crucial in online advertising. This is a challenge worth taking as brands only get this short chance of persuading their market to know more about them, leading to additional site or page views and to actual purchase.
GIFs – Effective video alternative
GIFs are also a powerful tool in creating content for social media marketing. A GIF is an image file that supports both animated and static images, played in just a couple of seconds; it is a cheaper alternative to videos. Since its file size is smaller, it can be uploaded quickly and can be loaded faster by users. Millions of GIFs are shared daily, and because of the popularity it gathered over the years, it’s now part of how users interact in social media. Brands can definitely take advantage of it.
Make the most out of video marketing
Video content showcasing customer reviews, tutorial videos and demonstration videos are the top three most effective ways to reach an audience. Whether it’s selling a product or promoting a service, these types of videos are the top choices in social media. Here are some modern trends to consider in creating your brand’s videos:
- Vertical Video Format
Since mobile phones are the most convenient medium for consumers, 94% of people capture videos upright (Forbes) and choose to watch vertically as well. This year, Facebook has started the uploading of vertical videos saying that fans prefer larger views and have watched more frequently.
- Facebook & Instagram Stories
These quick snippets showing a few seconds of an individual’s life are totally a hit. Using stories in your brand display more candid moments and is effective when you want to connect with your market on a personal level. Just make sure you capture their interest as stories only last for a day.
- Live Videos
Live videos are a unique experience for consumers. Compared to non-live videos, live videos get six times more engagement according to Facebook (Search Engine Journal). You can feature your brand’s gimmicks through live videos – product launch, raffle draws, and product demonstrations, backstage access, you can even do a live question and answer as your audience can also engage with you real-time. And if you also target global consumers, you can definitely do so.
- In-Email Videos or GIFs
Instead of the typical newsletters than you send out to your client, why not include videos? According to HubSpot, videos in emails lead to a 200-300% increase in click-through rates, just be sure to include “Video” on the subject line.
Now is the right time to develop your online marketing efforts. Make your target market experience your brand. Should you wish to explore the wide range of perks of video marketing, reach us.