Move over, articles and blogs; video marketing is the new heir to the content throne.
You’ve heard every adage out there when it comes to content marketing: content is king; if content is king, then context is God; content is king, distribution is queen. Yet, what really is content marketing? I think Content Marketing Institute said it best:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Instead of directly talking about a product or service to drive sales, your goal in content marketing is to spread information. You share knowledge with your target audience in hopes that with a better level of understanding they’ll be able to make an informed decision about the subject of your content (and hopefully your products or services, too) and view your company and brand as a thought leader in the future.
Content can be any kind of media, really, but the most common types of content in marketing are written marketing (blogs, ebooks, white papers, etc.) and video marketing. And while written marketing has often been thought of as the true powerhouse of content marketing, video marketing is really starting to have legs. If you haven’t started exploring video for your own content marketing efforts, here are a few reasons why we think you should.
Don’t have time to read? Watch the video instead!
It’s More Memorable Than Written Content
Remember that catchy jingle or slogan from those commercials when you were a kid? How about the words to all those cartoon movies you once cherished (“There are no happy endings because nothing ends”)? No matter what we do we can’t get them out of our heads, meanwhile many of the books we once read seem to be ‘in one ear and out the other’, so to say.
That’s because our brains are susceptible to something called regression – which is that tendency for us to have to read and reread a concept in order to fully grasp it. Don’t blame yourself, though, audiences will retain 95% of a message that they watch in a video, compared to 10% retention when the message is read in text (Pop Video).
Videos are memorable; they have images and sound, patterns and repetition, and qualities that tend to stick. We use multiple senses when we watch videos and our brains seem to love that. According to Idea Rocket, 80% of customers remember a video they viewed in the past month. It’s a powerful medium, and if you aren’t one of the businesses taking advantage of it you could lose out against your competitors who are.
Video Has Good Return on Investment (ROI)
Content marketing in general has been shown to be worth its weight in gold, since organic search traffic is so much more desirable than that of paid advertising. Everyone wants to be Number One on Google, and you just can’t do that without good content. And while it can take up more resources to make videos than it does to write an article, 83%of businesses say digital video has a strong ROI according to a study done by Wyzowl – so it’s worth the effort.
Video conversion rates outperform other marketing content by 70% (Vidyard), which means a dollar spent on video will get you a lot farther than a dollar spent on other efforts. People like to watch videos, it’s a pretty simple concept. In fact, there’s a saying that goes, “Video is like pizza – even if it’s bad, it’s still pretty good”, which speaks volumes to its value.
Videos Are Easier to Consume for Smartphone Users
Admit it, you’re reading this article from your phone right now. If you aren’t, you’re in the minority, because 56% of people access websites from their phone or device, rather than a desktop computer. It’s now easier than ever to consume information on a commute to work, while taking a break in the day, or even while multitasking alongside another activity. Luckily, this creates the perfect opportunity for companies to reach audiences outside of working hours like they once had to. Now, your ideal client might be checking you out while he’s out and about, or at home relaxing – so make it easy for him to understand your best stuff!
If you’ve optimized your site, then it’s already responsive and ready for mobile access; make sure your content is, too. Include videos as a part of your existing blog posts to boost their effectiveness, or have them as stand-alone pieces that send a strong message on their own. And, while it’s true that two-thirds of consumers prefer videos that are under 60 seconds (Insivia), that doesn’t mean that longer videos will go unwatched.
If you’ve got a good message that adds value, your audience is likely to watch it regardless of its length. Professionally made, well-presented videos are great for telling a story, but even a good Facebook Live recording has its place and time. If you’ve got information to give, people will come to get it.
Video Content Is Favored by Social Media and Search Sites
If you’ve ever searched for something on Google, chances are you’ve noticed that relevant videos sit comfortably at the top of the organic results. Likewise as you’ve been thumbing through social media sites lately, surely you’ve recognized the trend of video content popping up much more frequently than still images, and especially more often than plain text. In fact, the Facebook algorithm is admittedly set up so that videos show up more frequently than other forms of content (Entrepreneur), with the focus being the curation of the most relevant and engaging content for audiences.
It centers around the idea that video content is easy to consume, and has the ability to spread information in a concise, shareable, and meaningful way. Studies show that 59% of executives will watch a video on a topic, rather than reading about it, if both platforms are available, and 54% of senior executives share work-related videos with their colleagues weekly (Insivia). Over time video has become one of the most popular ways for people to get information, so it’s no surprise that it’s given special treatment.
It Encourages Social Sharing and Builds Trust
People love video. It’s easy to say at this point, and it’s true; studies show that 55% of people watch videos online every day (Insivia). More than half of people online each day prefer watching videos because it’s visual, it’s emotional, it has the power to make us laugh or cry, to teach us something new. It sticks in our minds after we watch it, and impacts us on a subconscious level.
People feel personally connected to messages in videos, it builds trust with a viewer. Trust is the foundation of conversions and sales, but the word “sales” doesn’t mean that your videos need to be about your product or what you do. Provide people with interesting, useful information and the rest will fall into place. Content marketing is about building trust and long-term relationships with people, and video can act as a one-stop-shop for this.
And, if a person feels emotionally connected to an idea, they’re going to want to share it. According to a study done by Wyzowl, 76% of users said they would share a branded video with their friends if it was entertaining. Social shares increase traffic, traffic increases sales; it’s an obvious pathway to conversion if you know how to take it there.
Video content marketing was slow to start but has since been gaining exponential popularity. Some projections even show that video will account for 74% of all online traffic by the end of 2018. With the relatively low bar to entry and the infinite possibilities, there’s really no reason why you shouldn’t start exploring video for your own content marketing efforts.
Need a little help getting started, or aren’t sure if you have the resources needed to make videos? Talk to us today about our animated video services!