Video is still king (or queen) when it comes to online content.
Video marketing, or the act of using videos to promote or make people aware of your product or services, has proven its ability to connect businesses of all sizes to their customers and potentially drive them to purchase their products or services.
More and more businesses are starting to embrace video as a critical tool in their arsenals. According to one survey, 86 percent of businesses said they used video (up from only 61 percent in 2016), and nearly all said it was a crucial part of their overall marketing strategy.
Here are some of the reasons why.
Finding your brand. Video allows marketers to increase the number of ways that a current or prospective customer can find their brands. Not only does it increase the percentage of web traffic (by 41 percent on average from search engines and an average 157 percent increase in organic traffic to landing pages), but it also allows marketers to leverage popular platforms and formats like YouTube, TikTok, and Instagram Reels that leverage video to tell brand stories.
Selling products and services. Video can also convince customers to take that extra step and purchase a product or service from a business. In fact, customers who watch a product video are 85 percent more likely to buy it. This is likely because video allows marketers to showcase a product or service in its best light and in a much more accessible and convincing way than text or images alone.
Building brand connection. Not only does video help sell a product or service, but it can also help build a better brand connection or tell the brand story. For instance, company founders’ or employees’ videos can discuss the goals, mission, values, or company culture. By doing this over video, customers can feel like they are building a personal connection with the people at the company versus just reading words on a page.
These are just a few ways that marketers can leverage video content. The use of video continues to evolve, and marketers may also want to consider some of the new trends emerging in 2022. This includes live video, a trend that’s more important than ever as many events and in-person interactions remain virtual. To create high-quality video content, marketers can also leverage new, easy-to-use tools, such as the smartphone in their pocket.
Marketers can also look to optimize their use of video through search engine optimization (SEO) and explore new longer-form formats like Vlogs and shorter-form social media Reels, and TikTok videos. Finally, there’s a new frontier presented by augmented reality and virtual reality technologies, which add a new level of presence to video technologies.
In our digital and connected online world, video is essential for marketers to spread the word about their brand and reinforce their value to current and prospective customers.