Video Marketing: The Future Of Content Marketing?

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As marketers find newer, more creative ways to attract audiences, video usage is becoming a key scope of interest for revenue growth.

Video is no longer considered a niche skill or category when trying to expand the types of content that your company can produce. The costs and skills required for video production have gone down tremendously in the past years, making it a highly efficient way of communicating your brand’s story.

Alongside the power of visuals, videos can also be used to create an engaging narrative that not only draws the audience in but also helps build relationships with your consumers and prospects.

Video Marketing By The Numbers

Not convinced video marketing is the way of the future? Here are a few statistics to help you understand exactly how popular video marketing has become in recent years, according to news shared by HubSpot:

  • Video is projected to claim more than 80% of all web traffic by 2019.
  • Adding a video to marketing emails can boost click-through rates by 200-300%.
  • Embedding videos in landing pages can increase conversion rates by 80%.
  • 90% of customers report that product videos help them make purchasing decisions.
  • According to YouTube, mobile video consumption grows by 100% every year.
  • 64% of customers are more likely to buy a product online after watching a video about it.
  • 87% of online marketers are currently using video content in their digital marketing strategies.
  • A third of all the time people spend online is dedicated to watching videos.
  • Video ads now account for more than 35% of all ad spending online.
  • 59% of company decision makers would rather watch a video than read an article or blog post.
  • Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words.

Benefits of video marketing

Video content is memorable

One of the main benefits of video marketing is that it uses both, visual and auditorial communication. So, videos are much more interesting than text content, and users are more likely to remember them. According to HubSpot, 80% of users remember the videos they watched in the last month.

It’s not only that customers remember your video content. They also remember your brand, which can increase your site traffic or online purchase. To make your video much memorable, it’s important to use elements that are consistent with your brand strategy. That refers to the logo, colors, fonts, and message you want to send to customers. This will keep you consistent with your goals, and users will notice that and share your video content.

Video content is responsive

Today, it is well known that mobile phones are more in trend than computers. There are situations where different contents are not performed well on mobile phones like on computers, which can have a bad impact on traffic to the websites. When it comes to video, there are no such problems. Video performs well on all devices. This makes it special because it allows a greater reach that focuses on consumers and makes it more user-friendly.

Video content is educational

One of the most influential methods of video marketing is an education for your audience. More than 50% of people are visual learners. You can educate them in several ways. Same as that, you can organize a webinar that will showcase the work and knowledge your company owns. In the video, you can also use your loyal customers who will share their own experience with the brand.

Successful integration of video into your content marketing promotes deeper engagement with your customers. But when creating these assets, it’s important to continually ask “Why are we doing this?” It’s also equally important to ask “Why do my customers care?”

Marketers must become less like traditional marketers and more like storytellers – because when you tell great stories that resonate with your target audience, you can drive engagement to entirely new levels.

Does your content marketing mix include video? Please share what’s working – and what isn’t – for your company.

Megan Van Petten
CEO & President
Van Petten Group, Inc.

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