Content marketing is not a new brand strategy. It’s been around for years now, and brands are constantly looking for better ways to improve their content marketing ROI. But if you haven’t looked into video marketing, then you’re missing out on the best way to enhance the return on your marketing investment.
83% of marketers believe that video gives them good ROI, and 82% make videos a key part of their marketing strategy, according to Wyzowl’s 2017 State of Video Marketing report. And there are many reasons marketers feel this way about videos.
The Value of Video Marketing
Producing videos is one of the most valuable content marketing strategies in your arsenal. According to Aberdeen, video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness. And that’s barely touching the surface.
Videos can be used to reach customers in a myriad of ways:
- 97% of businesses say that explainer videos help them understand their business better.
- 53% of businesses admit that videos help reduce support calls.
- 81% of businesses say that videos help increase sales.
- 79% of consumers prefer learning about a product by watching a video instead of reading a blog.
- 81% of businesses use video as a marketing tool.
- 76% of marketers say video helps them increase website traffic and 80% say video increases dwell time (HubSpot).
The reality is that consumers love video. 45% of people watch an hour or more of video per day, and, according to Google, half of 18-34 year-olds would stop what they’re doing to watch a video by their favorite YouTube creator.
Video isn’t going anywhere. In fact, trends predict that it will only grow more popular with 82% of all consumer web traffic being video by 2020 (Cisco).
5 Reasons Why Video Marketing Will Improve Your Content Marketing ROI
So, why exactly is video so effective at improving your content marketing ROI? It’s all about how consumers perceive video marketing and the variety of ways it can be used to interact and engage with consumers.
Below are five reasons why video marketing is so effective at achieving the statistics above.
1. Higher Engagement
Video is extremely accessible. Instead of asking consumers to spend time reading extensive copy, video content appeals to everyone. Even dismissive buyers are willing to watch a short video about almost any topic—it’s why people still watch commercials.
With video, consumers are able to engage, share, and comment on content with just a touch of a button and a few seconds or minutes of their time. This removes a demand for reading in order to obtain interesting and useful information. Check out how these Wochit brands used video to engage with their audiences.
At the same time, video is known for more easily and quickly building trust and stronger emotional connections with customers. Videos give a sense of an individualized approach to marketing, which is why 57% of consumers state that videos give them more confidence to purchase online.
2. Increased Conversions
Video marketing isn’t just about getting viewers. It can have a positive impact on your conversions, including email click-through rates.
A video posted on a landing page can increase conversions by 80%. As for videos used in sales conversions, you can expect a marked increase in conversions to as much as 37%. And in email, studies show that using the word “video” in an email subject line can increase open rates by 19% and click-through rates by 65% (HubSpot).
The effectiveness of videos on conversions shouldn’t be surprising. Vision is our most dominant sense, and if pictures can boost engagement, then video should boost it even more.
3. Improved SEO
SEO and video go hand-in-hand. Google loves video. In fact, you’re 53 times more likely to show up first on Google if you have a video embedded on your website. Since Google owns YouTube, the search engine has placed great significance on how videos affect your SEO ranking. With the right keywords in the video title along with a transcription of your video’s audio content, you can get a high Google SEO ranking.
4. Meet Consumer Demands
Today’s consumers demand video. It’s the type of content they most want to consume. In fact, more video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.
By using video marketing, you’re reaching your audience where they’re at. In particular, video and mobile go hand-in-hand. 90% of consumers watch videos on their mobile device, and Google reveals that smartphone users are twice as likely as TV viewers and 1.4 times as likely as desktop viewers to feel a personal connection with a brand through video content.
5. Increased Visibility
Video is infinitely shareable. 76% of users say they would share a branded video with their friends if it was entertaining (Wyzowl). And on social media, video is one of the most consumed types of media. After all, there has to be a reason why YouTube is the second most popular social network. Video is the perfect tool for standing out in a crowd and reaching a wider audience.
These five reasons for including video marketing in your arsenal offer just a small glimpse of the hundreds of reasons videos are the best way to improve your content marketing ROI. To learn more about how video can impact every aspect of your marketing strategy, check out The Definitive Guide to Maximizing Your ROI from Marketing Videos.