February 18, 2022 by The Bearded Team
With platforms such as TikTok increasing in popularity, so is the demand for video marketing. But why is video marketing essential? Video is a quick, easy to consume and informative method of marketing, whether you’re a B2B or B2C brand. According to WordStream, one-third of all online activity is spent watching videos.
But, what is video marketing? Quite simply, it is videos or animations aimed at new or existing customers, to build rapport, drive sales and raise brand awareness.
Do you know the saying; ‘a photo speaks 1000 words’? Well in that case, video speaks 100,000 words. Video and animation marketing have the ability to grab the audiences attention both audibly and visually.
Video marketing is first and foremost great for increased engagement. Wyzowl recently reported that 96% of people have watched an explainer video to learn more about a product or service. Audiences are much more likely to share, comment and like a video as opposed to a written post.
Further, video is known for holding the audience’s attention 5 times longer than a photo. But with a lot of video content already available, you need to grab your target customers attention within a matter of seconds to stop them from scrolling past.
Facebook stated that they get more than 8 billion video views daily and Twitter reported that a video on Twitter is 6 times more likely to be retweeted than a photo. If these stats aren’t enough to convince you… keep reading!
Video is the perfect tool for social media and mobile devices as they are not only entertaining, but easy to consume. Insivia reported that viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text. And according to Optinmonster, 84% of people have been convinced to buy a product or service by watching a brand’s video, and people watch an average of 16 hours of online video per week.
Ironically, mobile users are the dominating force when it comes to video consumption, but many prefer to watch videos without sound. So although video is more engaging than written content, it is crucial you add captions and subtitles in order to corner this large proportion of your audience. Optimising your video for mobile use is also preferred if you want to tap into this audience, with the rise of TikTok, Instagram Reels and Snapchat, a vertical format is often best advised.
Animation is a vital tool when it comes to explaining a challenging or a less than exhilarating concept. Animation marketing is the quickest and simplest way to interactively discuss a topic without overwhelming a consumer. Have a look at an example we’ve made in the past.
Without a doubt, video and animation marketing are the best way to build brand awareness.
Video content has the ability to show your brands personality and story and is therefore a fantastic opportunity to build a rapport with your audience in an original and succinct manner. Your brand’s identity and your customers perception of your brand will be based on your marketing. Putting a face on your brand makes your content more relatable and authentic to your target market, and video is the best way to build a connection as you are able to add personalisation and build trust. We did this recently for an SaaS company and it proved incredibly worthwhile. Check it out here.
A great way to do this through video is to focus on problem solving and broader topics that go beyond trying to sell a product to a buyer. This will allow you to build awareness of your brand and sales pipeline.
Video marketing is a powerful tool as it has the ability to increase traffic, leads and sales. Wyzowl reported that 89% of video marketers say video gives them a good ROI, 83% of video marketers say video helps them with lead generation, and 87% of video marketers say video has increased traffic to their website.
A quality and engaging video is not the cheapest form of marketing, however the pay off is almost always worth it. When you invest time and money into a proven method of marketing you are more likely to reap the rewards. Plus, with video you do not need to stress yourself with distribution as shares on social media will take care of this for you.
Including a video on your landing page can increase your chances of showing on the first page of Google. Just like keywords in a blog post the same applies to video, and it is widely thought that Google prioritise results which contain video – although this hasn’t been confirmed.
The longer a user spends on your website ultimately impacts your ranking on google, and video content is an easy way to increase user engagement.
Since YouTube is owned by Google it would make sense that video ultimately impacts on where you land on Google, to optimise your videos for SEO by writing engaging titles and descriptions. Here’s some ways you can optimise your video further for SEO.
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