Why Video Is The Future of Content MarketingBy Sam Stead | 10:19 am on July 8, 2019
Video is the talk of the present, but is it the future? The figures certainly say so!
Mark Zuckerberg himself said that the future of Facebook and Instagram lies in video, and this has proven to be true; social media videos are where the audience is.
Video content is ever increasing in popularity and research shows that it’s becoming one of the best marketing mediums - easily accessible to a wide audience and if executed well, generates the best ROI (Hubspot).
However, in today’s fast-paced digital world where people are trying to balance their on-the-go lifestyles, video content must provide real value to consumers through relevance and flexibility.
People love video!
Our brains are hardwired to love images - we are visual creatures. Video is informative, easy to digest, and convenient, and this consumer preference is the biggest reason behind why video just keeps increasing in popularity and demand.
Half of 18-34 year olds would stop what they’re doing to watch a new video by their favourite YouTube creator (Google). What’s more, Zenith’s Online Video Forecasts 2018 predict that worldwide online video consumption is estimated to grow ~9 minutes per day to the year 2020!
As a marketing business, if you want to future-proof your content and create high consumer satisfaction then video is the way to do it.
Video drives value
When done well, video provides a great visual aid for retaining information and driving action.
-Marketing emails that contain video can increase click-through rates by 200-300% (Forbes)
-Landing pages that embed video also show an 80% increase in conversion rates (HubSpot)
-People spend 88% more time on a website that has video (Oberlo)
User preferences are continuing to encourage businesses and brands to turn to video!
Sharing the love
Viewers are more impacted by video, meaning they are more likely to share video content than written content.
People share video 1200% more than text and images combined (Forbes). Video is vital for any businesses and brands for reaching and connecting with a wider audience through shares. This means that video content is more likely to have the potential to go viral if it attracts enough attention - who wouldn’t want their products and services to be viewed and shared in the millions?!
Video content has the potential to develop a larger online following than written content, and with online presence being more important than ever for your business, it’s essential to aim to produce the most relevant and attention-grabbing content!
Video strengthens brand recall
Considering people generally remember 95% of a message through video compared with only 10% through written content (Campaign Monitor), it comes as no surprise that video is now the fastest growing form of marketing.
With 90% of information transferred through the brain being visual (DreamGrow), video can have more power over written text to trigger brand recall.
As a business in a busy digital world, producing video content is the way forward if you want to be more memorable.
Emotion encourages engagement
Content is always more successful when it’s able to influence the consumer, and video has the potential to elicit a greater emotional reaction within the viewer than written content, enhancing the brands message through the viewers immersive and personal involvement.
Video can also increase audience trust in the brand as it can allow the viewer to see the people working behind the business, adding a personal touch to your marketing communications.
In a competitive digital world, it’s becoming more important than ever to have a strong marketing strategy for your business and this can be executed well through video.
Influencers love video
An ‘influencer’ usually refers to a social media online persona with a high number of engaged followers who provide video customer testimonials.
Influencers have been around for a while, but businesses and brands are now using influencers for their products who are more humanised, approachable, and accessible than ever and customers can relate to them more (Smart Insights). ‘People buy from people’ is a saying that rings true here - what’s said about a brand by similar others can be more influential than content created by the brand itself!
Based on consumer trends, people are now more likely to buy a product or service recommended by an influencer, with 49% of consumers depending on influencer recommendations (Digital Marketing Institute) and this video trend is only increasing!
What about Corporate Videos?
The rebirth of corporate video is another reason why video is the future of content marketing. Instead of focusing on a product or service, the focus is around what the company is about and the message they want to convey to the viewers.
A clear example is our very own video ad for New College Nottingham’s creative courses. The advert is not centered around the College or the course but instead it focuses on young women as this is the type of audience that needs to be reached in order to encourage more females to enrol.
Corporate video is much more customer-centric than it is focused around the brand, service, or product. This is becoming much more popular as this type of video resonates more with customers and consumers through adding a personal touch, which is essential in order to stand out in an overcrowded digital market.
Video and SEO in harmony
Studies have shown that video content increases audience conversion by 80% - such an important factor for SEO ranking! After watching a branded video, 65% say they visit the website (CMS Connected).
It’s estimated that a website with video is 53x more likely to show up first on Google (Dream Grow) - this signals to search engines that the content is good, increasing its ranking!
It’s more instinctual to interact with visual information than text - we are drawn to moving images! With video content at its peak and predicted to continue to rise, it’s easier to create and more engaging than any other medium. It’s also loved by the viewer!
With an increasingly selective audience who are constantly bombarded with marketing content, making it difficult to choose where they should focus their attention, video can be a powerful tool for businesses to promote their products or services. Through the use of video content, grabbing the target audience’s attention can be made easier than ever!
Video doesn’t seem to be going away anytime soon and this is why businesses and marketers should switch their entire attention to video content to bring in the right audience.
At Skeleton, we have a reputation for creating innovative and eye grabbing video content. If you fancy a chat about what we can do for you then do get in touch with our team - we’d love to hear from you!