The Benefits of Using Video in Your Marketing

Using video content is imperative to content strategy to promote business growth moving forward. Videos are effective at storytelling, allowing businesses to share their authentic personalities and providing informative information to prospective clients. Companies can leverage video-based content across campaigns and platforms, especially with the rise of popular social media platforms like TikTok and tools such as Instagram Reels. According to a recent Wyzowl report, 85% of businesses are using videos as a marketing tool, and 92% of those businesses reported it’s an important part of their marketing strategy. 

Read on to see the top reasons you should incorporate videos into your marketing campaigns. 

Why You Need Video Marketing in 2022

Establish Trust & Credibility 

Building trust with your audience is necessary to procure brand loyalty. Producing video content is an excellent medium to connect with your audience to form meaningful, profitable relationships. Videos can elicit strong emotions, using the senses to engage viewers and impress positive associations with your company. Viewers can also visualize a human touch behind a company logo. Companies have the opportunity to showcase their values, team dynamic, and company culture.

Not only do videos advocate authenticity and transparency, but they also serve to educate and inform your customer base. Content such as how-to videos, product explanation videos, infomercials, question and answer (Q&A) videos, and behind-the-scenes videos will cement that sense of trust, which ultimately leads to more sales. 

Drive Social Media Engagement 

Video content stimulates more engagement on social media platforms. In fact, video posts on social media get 48% more views. As platforms evolve, they move users to watch and share their own content easily through tools such as Facebook Live, Instagram Stories or Reels, and LinkedIn Stories. For example, live stories encourage people to comment and engage through reactions in real time. 

Companies can benefit from producing short, engaging clips that highlight their values, products, and services in a memorable way. It’s also vital to optimize video content per platform. For example, Instagram users tend to prefer shorter videos (60 seconds at most), whereas the perfect length for Facebook timeline videos is two to five minutes long. Also, many social users watch videos without sound, so adding captions can increase engagement as well. 

The proof is in the numbers:

• Over 90% of people surveyed worldwide reported they discovered new brands or products on YouTube

• Social video generates 1,200% more shares than text and images combined

• There are roughly 1.9 billion monthly users on YouTube

• Organic Facebook engagement is highest on posts with videos  

• Video posts on Instagram receive twice as much engagement compared to other types of posts 

• Tweets with videos get 10x more engagement as compared to tweets without video

• 66% of marketers who have used TikTok report having been successful

Improve Search Ranking 

Did you know that 55% of search engine results for keywords searches in the United States contain at least one video? Search engines like Google use a number of ranking factors to determine how high a page is ranked on search engine results pages (SERPs). One of those factors is dwell time, or the length of time someone spends on a web page after clicking a link on a SERP before clicking back to the SERP page. 

Video content can help boost your website’s ranking on search engine results pages (SERPS) because it has the power to increase dwell time. HubSpot reported that 80% of marketers that were surveyed stated video raised dwell time on their websites. Mist Media also reported similar findings – the average internet user spends 88% more time on a website with video content. As your website’s ranking on SERP improves, more people will find your website. 

Another tool to keep in mind regarding your videos is optimizing them for your target audience, which can heavily influence SERPs rankings. Taking steps such as using the right keywords in titles and meta descriptions, selecting the right platform and page, and choosing an engaging thumbnail image can bring organic traffic to your videos (and therefore your website). 

Enhance Email Marketing Campaigns

Good email marketing campaigns speak to a target audience’s format preference. Integrating videos into your email marketing campaigns leads up to a 300% increase in click-through-rate (CTR). Moreover, even placing the word “video” in your email subject line can increase open rates by 19%, boost CTRs by 65%, and lower unsubscribe rates by 26%. By including educational content such as a product demo, new commercials, a heartfelt message by leadership, or another message that is better conveyed through video, you can guarantee more engagement from your subscribers. 

Boost Conversions

As you can see, videos are powerful marketing tools, and the ultimate goal of marketing is to convert leads and increase sales. Giving consumers the ability to watch concise, informative videos can help them envision using the product or service. Research shows videos influence purchase decisions, effectively converting visitors into leads in contrast to solely reading text. Aberdeen Group reports websites that use videos have 27% higher CTR and 34% higher web conversion rates. Further, current metrics from EyeView Digital show using video content on a landing page can raise conversion by 86%. 

Better Return on Investment 

People want clear, valuable information that helps them determine the usefulness of a product or service. 55% of consumers watch videos before making a purchasing decision. Investing your marketing budget into high quality video production for your campaigns can pay off significantly. Factors that determine a positive ROI include number of views and social shares, the amount of time people spend watching your videos, positive reviews, and, of course, the amount of money your video generates. 

According to Biteable, 51% of marketers worldwide stated video content has the best return on investment (ROI). Recent research from Animoto also shows 91% of marketers are satisfied with the ROI of their social media video marketing campaigns. 

20/20 Visual Media Can Help Your Company Grow 

20/20 Visual Media is an expert video production company with the industry knowledge, skillset, equipment, and connections to help you make engaging content for your target audience. If you’re searching for a respected video production company in Philadelphia, PA, turn to the experts at 20/20 Visual Media. Contact us today by filling out a form on our website.