Why Video Marketing is Required in 2020
In todays’ digital world, using video content to connect with consumers is a must for businesses wanting to strengthen their marketing strategy.
Unsurprisingly then, most marketing professionals state they are already using video content as a marketing tool. According to a 2020 statistics report, 87% of marketing professionals are currently using video as a part of their marketing strategy (Wyzowl, 2019). 94% of businesses believe video is an effective marketing tool.
So, why exactly is video content so powerful?
1. Likability
When considering marketing strategy, adapting how we market products and brands to reflect current trends in culture is key. Netflix and Hulu are household names and YouTube continues to yield high viewership year after year.
According to Wyzol, consumers report a preference for video format over others. Video format feels digestible because it is something most of us already consume daily. We are comfortable consuming information this way, and we do so with relative ease.
2. Informal
Video format is a great way to present information in an informal way. While articles and text are typically structured and more formal in presentation, videos can be appreciated even when they do not abide by these same rules. There is a sense of authenticity and genuineness that can be conveyed in a video that is not heavily scripted.
3. Great for the Small Business Owner
Rather than dealing with the logistical inconvenience of meeting face to face with customers in a physical location, video allows the entrepreneur to reach a large audience across many locations at once. This method of communication makes video advantageous for its time effectiveness and reach.
Small business owners, in particular, who often do not have access to as much capital as larger corporations, would be wise to use video as part of their marketing strategy. Video format may be a good option for small business owners as they can be produced at a low cost with tools readily available to most.
4. Multimodal content
Video can be used in combination with other formats. Many effective videos incorporate text and auditory aspects to engage the consumer in a more holistic way. By incorporating many senses at once, videos can captivate consumers in an interesting and fun way. Multi-modal videos are a great way to maintain the attention of consumers who may otherwise become bored.
5. Emotive and Shareable
When it comes to reach, “shareable content” can have considerable benefits. In the best case scenario, content is not only being consumed, but also shared across networks. When consumers share videos with their own community, the reach of a single video increases and the audience broadens.
So, what compels consumers to share content? Studies show that content most likely to be shared are content that evokes an emotional reaction (Coxblue, 2019). This especially speaks to the value of video, as video content is a leading format in emoting.
6. Relationship Building
For business owners who are the face of their brand, video is a compelling option for fostering a more intimate connection with consumers. Video is a viable way to speak directly to the consumer in an accessible way. Consistent content generation can foster trust and help build long-term relationships between consumers and brand.
7. Science Says it Works
Video is a visual form of content, which is important to note, as science says visual content is correlated with improved recall (HubSpot, 2017). It can be inferred that increased recall of brand content precedes increased brand awareness, which has been associated with increased likability of brand (Surveygizmo, 2019). Increased likability of brand, in turn, may result in greater likelihood to purchase a product from a brand.
8. Statistics Say it Works
Why should a marketer who is not currently using video content adapt their marketing campaign to include video content?
Marketing has increasingly become more data driven, and for good reason too. We want to know what we are using works. We want to know that any change to our efforts will yield results.
Fortunately for video content, the data supports the idea that video content yields a positive outcome. In quantifying the effects of incorporating video content, over 80% of those surveyed reported an increase in dwell time on website, increased traffic to their website, increased lead generation, and increased user understanding of their product when using video content (Wyzol, 2019).
What Are You Waiting For?
If you’re not currently using video content in your marketing strategy, you might be losing out on opportunities that can benefit your brand. At least 8 benefits, to be exact!
Reach out to us if you have any questions or need help getting started.
ConversionStreamGroup@gmail.com
