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5 Reasons to Include Video in Your Content Marketing Strategy

18/07/2019

 

Much like gin and tonic, video and marketing are two things that really complement one another. But, unfortunately, videos are often overlooked when planning a marketing campaign.

 

From the retro TV adverts of the 60s, to modern-day platforms like YouTube, Vimeo and Facebook, there is no question that video is a huge part of modern life.

 

Convenient and efficient for any target audience, video provides an eye-catching, adaptable and easy-to-share medium for simply conveying any message, product or service.  It’s also a medium that consumers love; as was highlighted by this 2018 ‘State of Social Video Marketer Trends’ report by Animoto.

 

With that in mind, here are 5 really good reasons to include video in all of your marketing campaigns:

 

Video Boosts Conversions and Sales

Who doesn’t want better profits right?  One of the key advantages of using video in your marketing campaigns is the excellent conversion rates.  Based on some recent research by HubSpot, there is a more than 80% increase in conversion when landing pages include video.

 

According to the aforementioned Animoto study, videos are consumers’ favourite type of content to see from a brand on social media and 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision.

 

Major conversion happens with bite-sized pieces of captivating information. And that’s what video offers – a way to convey a message that people will actually tune into. 

 

The current attention span of the average human is 8.25 seconds.  …and a goldfish? 9. #JustSaying

 

 

Video Marketing Produces ROI

In 2014, notonthehighstreet.com created a video campaign to ‘Choose a Christmas Less Ordinary.’  Designed to raise both brand awareness and drive new customer acquisition, the campaign was launched at the busiest time of the retail year and followed six unique characters who were matched with their perfect gift. 

 

Notonthehighstreet.com used AdSmart by Sky as part of the campaign, which ran as a foundation for the Christmas activity. Using AdSmart for the first time, notonthehighstreet.com were able to use the data to accurately target three key audiences of gift buyers. Launching to these specific audiences, one of three different 10 second creative executions were deployed for each group – alongside a control group which was established to help isolate the impact of the AdSmart advertising.

 

By the end of the two-week branding campaign, households exposed to the notonthehighstreet.com ads were 12% more likely to become new customers. With additional advertising coming into effect a short time afterwards, it was still possible to use the control group to see the AdSmart effect for the weeks to come. In the 7 weeks following the campaign, AdSmart continued to generate new customers, highlighting the long-term effectiveness of video and TV advertising. Nine weeks post campaign it could be shown clearly that the AdSmart activity had generated notonthehighstreet.com an extremely positive ROI for their Christmas Less Ordinary campaign…

 

Lizi Riehl from notonthehighstreet.com said in Ad Week Europe, March 2015: “We saw some really interesting results … the fact that we could look at data right down to the number of new customers activated and what they were spending is quite exciting. AdSmart gave us a genuine ROI from the activity.”

 

Video Marketing Is Good for Google

We could say search, or search marketing but really, we all know that Google is the king in this arena …so let’s not beat around the bush.  What you may not know, however, is that YouTube (the second most popular search platform worldwide) is actually a part of Google, following Google’s purchase of the site in 2006. 

 

What does this mean for search?  Well, naturally, YouTube videos will be ranked and displayed in the search engines results pages along with static content.

 

Another way video helps your search rankings in on your website.  If a video on your webpage is engaging enough, users will spend more time on the page, increasing what’s known as ‘dwell-time.’  More of this dwell time tells Google that your webpage is relevant and engaging to users - meaning a better page ranking in the results.

 

 

Video Builds Trust

Trust is at the heart of all human relations and essential for boosting conversions.  One of the best ways to foster that trust in your brand is to stop focusing so much on selling and instead, encourage people to come to you for useful and interesting information instead. 

 

Executive Director of Schaefer Marketing Solutions, Mark Schaefer, said: “The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.”

 

…and what medium promotes and inspires all of the above better than video? 

 

People Love Seeing Videos on Social Media

Based on the 2018 State of Social Video Marketer Trends report, 73% of consumers claim that they have been influenced by a brand’s social media presence when making a purchasing decision. This statistic alone highlights the importance of video on social media, particularly Instagram, which is on track to become the fastest-growing platform using video content.

 

But don’t neglect to include a variety of platforms in your video marketing plans.  Views of branded video content have increased 99% on YouTube and 258% on Facebook between 2016 and 2017. On Twitter, a video Tweet is 6 times more likely to be retweeted than a photo tweet.

 

Really, it’s a natural pairing.  Social networks are meant to be about shared experiences. Video communicates more in sight, sound and feeling than words or images can alone …it’s not hard to see why people love videos on social media.

 

So pick up that camera, start filming and watch those leads and conversions start flooding in. 

 

Effective marketing videos are based on insight-driven strategy. The film makers and content marketers at System2 offer end-to-end film solutions - from planning and conception through to development, production and distribution.

 

 

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