There are a handful of key reasons why video marketing is essential for your brand.
Video provides meaningful connection.
Provide meaningful connection with your target market – video helps overcome digital barriers between consumers and brands.
In our busy, digital world, video provides an increasingly important opportunity for storytelling, giving your brand’s audience an elevated experience.
Video builds brand trust.
Provide useful and interesting information to your target market – video demonstrates that your brand is interested in providing help, not just getting a sale.
According to Wyzowl Research, 97% of marketers say using video content has helped increase user understanding of a product or service. That builds trust and brand affinity. Additionally, 90% of consumers claim a video will help them make a purchasing decision. (Social Media Today)
Video memorably showcases your brand personality
Give your customers an authentic impression of your brand – video can be used to communicate a dramatic amount of information in a short period of time.
Video can transform your brand from something cold and impersonal into something relatable. Check out this video by Apple. They are very cleverly communicating to their audience how exposed they would feel with their data out in the marketplace, and they are doing this in an engaging and very memorable way. With a topic that could be cold and boring like data privacy, Apple is showing their brand personality and creative flair, even when the topic isn’t about the latest design or cool tech.
The video is entertaining and fun and oh-so-relatable. Data privacy has a huge impact on the personal lives of their customers, and the data itself is valuable. So in proactively advertising this choice to their customers, they are also establishing brand trust.
Video increases SEO search result rankings
YouTube is huge, and it’s owned by Google. Posting video on YouTube increases your search rankings.
Uploading videos to YouTube that target common search terms can land your video at the top of search results.
YouTube has over 122 million active users each day, with 1 billion hours of content watched per day across the world. 62% of Youtubers in the US access the platform on a daily basis. And, every minute, more than 500 hours of new content is uploaded to YouTube.
YouTube as a source of content and as a search engine continues to grow. And, by 2022, over 82% of all internet traffic will be online videos.
Video grows sales
Video boosts conversion rates and sales – vision is the dominant sense, and most information transmitted to our brain is visual.
55% of users/consumers watch videos before making a purchasing decision.
Each, on their own, is a good reason to use video in your marketing strategy. But combined, this is incredibly compelling support for video.
If all this is true, then why don’t some marketers use video?
While 86% of businesses use video as a marketing tool and 92% of marketers value video as an “important part” of their marketing strategy, there are still obstacles in play when it comes to marketers trying to get video as part of their marketing strategy.
According to Wyzowl Research, some of the main reasons that marketers who embrace digital marketing strategies but don’t use video:
- Don’t understand how to go about it (16%)
- Can’t convince their key stakeholders to do it (5%)
- Think it’s too expensive (10%)
- Don’t have the time (23%)
Since 2016, the use of video as a marketing tool has grown from 61% to 86% in 2021. That’s 35% growth in just five years. Providing useful research and helpful stats on why video is important to your marketing strategy can help address some of these concerns.
Additionally, partnering with an agency or online video service can increase your marketing team’s bandwidth while leaning on your partner’s expertise to get it done within an agreed to budget.
Educating key stakeholders on how video can increase your sales and online rankings, as well as consumer engagement, will go a long way in showing you are a forward-thinking marketer, wanting to meet your target market where they are at, and maximize your marketing budget utilizing the power of video.
Including video in your marketing strategy provides so many benefits, it keeps your brand relevant, accessible and easy to engage with. And, consumers expect to see video everywhere, kind of like how we now expect everyone to have a website, even the food truck on the corner.