Video has been around for a while. But in this age of social media, video content is now the king. If you’re a marketer or a business owner, you will want to take advantage of its popularity.
Most consumers would rather watch a product video than read all about it. In fact, people quickly lose interest in companies that don’t have video content. So if you’re still not using video marketing, you’re missing out on a fantastic source of leads and revenue.
Video marketing is one of—if not the—most popular marketing strategy right now. And today we are going to talk about why video content is so effective when it comes to captivating an audience. Experts agree that video content is king. But why is that? Let’s take a closer look.
Why Does Everyone Keep Saying Video Content is King?
Videos can combine all the elements that make other content types valuable. It has images, text, sound, and movement. Other content types can combine two or three of these elements, but only video can put them together into one easy to digest package.
Videos can present a lot of important information within a short period of time. They can be both entertaining and informative at the same time. That’s why people love watching them.
For marketers, there are other qualities that make video so valuable. SEO is one of them. If you want to expose your brand to a large audience, you need to rank higher in search results for important keywords relating to your industry. That’s what SEO is all about. Search Engine Optimization is a strategy you can implement to pull yourself up in these rankings.
If you are using SEO, then you should know how good it is in terms of attracting visitors and driving traffic. By adding video content to your website, you can double the amount of time people spend there. This signals to Google and other search engines that your website is valuable and should appear higher in their suggestions.
When publishing your videos, you can add keywords to your title, description, and tags to ensure that people can find your content online when they look them up. Additionally, video search results have a higher click-through rate compared to text results.
Aside from SEO, another reason to use video content for your marketing efforts is to improve brand recall. Videos are more memorable than other forms of content and they can even go viral.
With the increase in traffic and engagement, videos can effectively boost your revenue. Not only will you be able to find more leads but you will also convert more of them into paying customers. That’s because nearly 50 percent of people online check videos before trying products or services.
These are some of the biggest reasons why video content is king—and why you need to launch your own video marketing campaign as soon as possible. Don’t miss out on this amazing source of leads.
Statistics on How People Act on Websites: Video vs. Text
Videos, images, and text are all visual in nature. But videos have sound, movement, and other elements that can grab someone’s attention. In fact, when people come across a video on their newsfeed or timeline, it stops them from scrolling. Especially with the auto-play feature in certain social media, people are likely to watch your video if they come across it.
If you post something that is particularly interesting, you can overcome their short attention span and have them watching your entire video. Videos naturally captivate people. It is up to you to keep their attention.
The human brain processes visuals faster than text. That’s why we love watching videos. A lot of people spend more time online watching videos than reading text-based content and looking at pictures.
Videos are so effective that a Facebook executive once predicted that their platform would contain purely video content by 2021. While that didn’t exactly happen, you can tell that most brands are now trying their best to promote themselves with video content. Videos are everywhere now. It’s like you can’t scroll for longer than 10 seconds without encountering one.
Videos are better when it comes to delivering your brand’s message. Viewers retain 95 percent of a message when they see it in a video. On the other hand, they only retain 10 percent of the information they read from text-based content.
Videos also get more engagement: marketing videos generate 1,200 percent more shares than text and image content combined. That’s because most people would rather watch a video than read text.
A video is something you can turn on and just listen to in the background. You can multitask while listening to the audio and still pick up all the information you need. With text, you need to fully concentrate on what you are reading.
People Love to Watch Videos Because It Can Show Real Examples
There are other subtle reasons why viewers prefer videos over other forms of content. For starters, videos are perfect for showing examples of what you are talking about. Whether it’s a tutorial, a how to guide, a brand video, or a product demo, you can present more information in an easy to digest format. Your viewers can see exactly what you are talking about.
Not to mention that with videos, they can also see you. Videos bring out a human element to your content. They can see your face, hear your voice, look at your gestures, and all those little nuances that are lost in other content types. You can deliver messages that may not translate well in written form such as jokes, sarcasm, and other things that rely on human expression.
This human element not only helps you deliver your message effectively, but it also gets people to trust you. As consumers, they want to know exactly what’s going on behind the scenes. They want to know who they are dealing with or who they are buying from. It helps solidify your brand as a trustworthy resource and a leader in your industry.
One of the benefits of video marketing is that you can build a loyal following through your content. Videos can build that emotional attachment that other content types may not be able to create as easily. With videos, you can get really personal. Viewers appreciate authenticity, and if you manage to connect with them on an emotional level, they are more likely to trust your solutions.
Videos allow you to show and tell—rather than just tell. From a buyer’s perspective, the former is way more appealing. Help your customers visualize your message by presenting high quality and informative videos.
Videos Can Be Repurposed Across Multiple Platforms
On top of all these benefits we’ve mentioned above, videos are also highly shareable. You can take your video and post it across multiple social media platforms. This is the best way to make the most out of your investment on the video’s production.
YouTube is obviously the biggest platform for video sharing, and it is also the second biggest search engine next to Google.
Social media is the perfect place to distribute your video content because that’s where most people are spending their time online. Facebook, Twitter, Instagram, LinkedIn, Snapchat, Reddit, and now TikTok are all huge platforms with millions of active users. If you adjust your video to fit the resolutions, you can re-upload them to different channels.
Of course you should also have videos in your website if you want to drive more traffic to it and increase your ranking in search results.
You can even edit and repurpose some of your videos. You can take screenshots or short clips from your video and post them in your Stories. Facebook, Instagram, and Twitter have this feature. Or you can take the audio from your video and use it in a podcast.
Videos are highly versatile and you can always repurpose them to extend their lifespan. Just remember to produce new content regularly. Your viewers might get annoyed if you just recycle the same content over and over for a long time.
Video Viewing Trends and Statistics
If you’re still not convinced about the power of video marketing, here are a few statistics to consider. On average, people watch 16 hours of video online per week. 82 percent of consumers prefer to watch a video than to read a social media post.
Speaking of consumers, 96 percent of them prefer to watch an explainer video about products and services before trying them. There’s also a demand for even more videos: 86 percent of people would like to see more videos from brands.
Videos also lead to more conversions: 64 percent of people make a purchase after watching branded videos.
If you are promoting a brand, you should start producing your own video content. Video marketing is the name of the game and video content is king. Don’t get left behind by your competition. Videos are a powerful tool that you need to take advantage of right now.