Many brands use videos in their content marketing strategy to drive user engagement, evoke emotions, and boost brand memorability and loyalty.
That is not surprising, given that the use of video has skyrocketed over the past few years. According to statistics, people watch an average of 16 hours of online video per week.
Here is why you should use videos in digital marketing.
1. Conveying Messages Faster
Textual content relies on precise word choice and punctuation to establish the right tone. Visuals, such as graphics, photos, and emoticons are used to make the text more approachable.
Video content is more engaging. It also combines visuals, text, body language, verbal tone, speech, and music to convey the message. Audiences stay highly engaged, understand the content faster, and retain information more successfully.
Let’s take the example of the highly competitive fashion industry. To connect with customers and grab their attention, fashion brands decide to encapsulate their values and emotions by creating videos. For example, Jhenyfy Muller is a videographer London who created video content for a wide range of fashion brands, including Marie Claire, Harper’s Bazar, and Dior.
2. Building Stronger Relationships
Videos provide higher personalization. They help marketers build stronger relationships with their target audiences and make their brands more relatable. Apart from traditional behind-the-scenes and explainer videos, marketers now leverage the power of live videos on social networks.
Instagram Stories and Facebook Live make brands more personal and relatable. They offer users intimate glimpses of your brand and build trust with them.
Since they disappear after 24 hours, they evoke followers’ fear of missing out (FOMO). As such, ephemeral content is also perfect for marketing time-sensitive promotions.
3. Boosting User Engagement
By combining visuals and sound, videos are a highly engaging content form. They are a perfect opportunity to explain complex concepts in a more engaging way. As such, videos play an essential role in brand storytelling.
Statistics back me up on that. According to recent studies, online users are more than 27 times more likely to click on an online video ad than a standard banner ad.
Depending on your specific needs, there are various types of videos you may use. They include interviews, explainer videos, company culture videos, Q&A sessions, etc. To keep users engaged, videos need to be easy to follow and have a clear hook. Above all, include a final call-to-action to encourage users to take action.
4. Increasing Conversions
Video content gains customer trust and builds stronger relationships with them. Given that, it is not surprising that it helps brands close the sales cycle faster.
According to research studies, 90% of consumers say videos help them make purchasing decisions. Another report found that 74% of consumers who see a product in action via an explainer video will purchase it.
Another benefit of videos is that they keep website visitors engaged for a long time. They have more time to look around your website, view different products, and, ultimately, convert.
5. Supporting your SEO Strategy
Google “How to fix a car?” and you will notice that the first results in the SERPs are videos. According to Cisco, over 80% of all traffic will consist of video in 2021.
Therefore, creating video content can significantly improve your organic rankings. Once your brand’s exposure in the SERPs grows, you will start generating clicks and website traffic that result in qualified leads and conversions.
Sure, to boost the visibility of your videos in organic SERPs, you need to optimize them. That means incorporating the right keywords, writing informative meta descriptions and title tags, and having an alt tag.
As mentioned above, videos are also highly engaging, personal, and informative. As such, they generate more social media shares and comments. By increasing user engagement, you will boost your reach, get noticed by wider audiences, and drive relevant website traffic.
Most importantly, high-quality and educational videos earn quality backlinks from credible websites in your niche. And, as you probably know, your backlink profile is still one of Google’s most important ranking factors.
6. Staying Competitive
Today, videos are not an optional form of content. They are obligatory for any brand wanting to maintain a competitive advantage. According to statistics, over 81% of businesses now use video for marketing.
By creating engaging and attention-grabbing videos, you have an opportunity to set yourself apart from your competitors and inspire customers to choose you over them.
Over to You
Videos are an invaluable part of your digital marketing strategy. They help you stand out in the crowd, engage users, and build relationships with them. Most importantly, they let you close sales faster and encourage customer loyalty in the long run.
How do you use video content in your marketing strategy? We are listening!