In today’s ever-evolving world, it’s crucial to find new, innovative ways to make your product or service distinguishable in the saturated crowd of marketers competing for the attention of the same prospective customers like you.
Digital marketing has become the ultimate race – but how do you gain the lead?
Combating Short Attention Spans
Online digital marketing has flourished in the last decade, but what is the price we pay to be able to order pizza at 2 am, Facetime friends and family across the world all while playing a game of Candy Crush?
A recent study by Microsoft concluded that the human attention span has dropped to eight seconds – shrinking nearly 25% in just a few years.
The worst part? Do you know when a friend jabs at you that you have the memory of a goldfish because of their notoriously short attention spans? Well, that can’t be used out of sarcasm anymore since our complex brains have been reduced to less than even that of our tiny domestic fish friends.
Flush that down the toilet.
In an age of TikTok, YouTube, Livestreams, Instagram Stories, webinars, and beyond, it’s clear that video content reigns supreme.
Now more than ever, it’s essential that your content is optimized to its fullest, reaching the right audience and capturing their interest. Using video marketing effectively can drive sales, conversions, and brand image.
The past few years have seen video marketing rise, proving a powerful, practical part of any industry marketing strategy. But why exactly is it?
Video marketing refers to a specialized area of content marketing that, you guessed it, implements video into strategies to attract leads and convert customers.
From advertising a product or service, boosting engagement with customers, or expanding their reach on social media, video content marketing is adaptable, accessible.
But with an ever-growing amount of content to compete against, your content must be optimized to its most significant potential, striking the right balance to reach customers and grab their attention. Using video marketing effectively can drive sales, conversions, and brand image.
It can give you a substantial lead over your competition when done right.
And that there, folks, is the bottom line. When done right.
Video marketing can be a double-edged sword. Just as much as a great video marketing strategy can work wonders for your business, a poor video marketing strategy can be as equally dangerous for one’s reputation.
It can leave consumers perceiving your brand as unreliable, or worse, a nuisance – causing them to turn to competitors quickly.
Companies need many things to thrive: talented leaders, a distinctive offering, outstanding customer service, among other things. But in today’s noisy marketing landscape, there is a single super tool that will make your brand stand out in the crowd…
… a powerful story.
Stories make for better marketing because they evoke emotion in us – a phenomenon that genuinely resonates with humankind as emotional beings.
It is natural for us to search for stories in everything: finding comfort in having a beginning, middle, and end structuring as much as is possible.
Stories have the power to influence who we trust, trigger feelings of nostalgia and sentiment, and enable us to comprehend complex information. A compelling story can communicate a brand’s entire personality within minutes, a contributing factor that gives to video’s standalone abilities compared to other content mediums.
What can be achieved in the video is far more effective and quick than what can be achieved by written text. Unfortunately, there is a reason that today’s youth spend so much time on TikTok and no time reading books.
Stories are persuasive. But stories consisting of moving images, music, and voiceover are super tools.
Still need convincing? Really? Okay, we’ve come prepared. As an agency that lives and breathes video production, we know that the world of online video can be daunting – but we want to help you succeed.
We’ve listed the top ‘6’ benefits of video marketing
1. Search engine optimization
Did you know that more video content is uploaded to the internet in a single month than network television has produced in thirty years? Crazy, right?
Content marketing and search engine optimization, or SEO, can be complex and is even more so today because of its constant evolution. Still, one thing remains the same: video leads to content driving traffic.
So, how can you use video to strengthen your content marketing strategy and SEO?
Leverage the world’s second-largest search engine.
YouTube is no longer just a website hosting a multitude of video content. Its prominence has soared so vastly that it is now considered a search engine on its own.
The platform’s user-friendliness, combined with the rising popularity of video content, has made it the second largest search engine behind Google. YouTube has more monthly searches than Bing, Yahoo, and Ask.com combined, processing over 3 billion searches per month.
As a result, putting your video on YouTube and your website is sure to increase your visibility massively.
2. An innovative addition to email marketing campaigns
Yes, email marketing is still used, and more importantly, it still works. The bottom line is that you must always be providing value.
Email is one of the longest-standing and most potent forms of digital media. Communication has been in circulation since 1972 and remains an essential part of business communication even to this day.
It delivers some of the highest ROIs in the industry, and video has only helped sprinkle a little bit of pixie dust to allow the medium to adapt to the demands of audiences of today. Progress does not stand still, after all.
Email is an excellent way to stay top-of-mind and in front of consumers because it goes directly to them and can be tailored to them. Your email list has also likely been subscribed by choice, so you can be confident that you are contacting an already warmed-up audience that is ready to hear from you. This in itself is a massive bonus since it means that you can avoid bombarding uninterested consumers in a bolshy, ‘salesman’ approach.
It’s simple: boring old text emails can be instantly transformed into highly engaging content by the small act of adding video to them. Increasing the effectiveness of their distribution, boosting brand awareness, and boosting overall conversion rates.
There are specific tools that allow you to embed video directly into email campaigns. Still, video can be just as effective in an email if you simply tease the video and push users to your website. The effect is simple: those who are interested will click through.
3. Boosts conversion rates
Statistics have shown how much videos have become more than just a powerful tool that drives traffic to your website.
They offer a great return on investments. A study by HubSpot found that including video on a landing page can increase conversions by up to a whopping 80%.
Now, AE knows more than anyone that video production may not be the easiest nor cheapest task to get your claws into, but it can pay off big time when done right. Additionally, online video editing tools are becoming increasingly more affordable and better. And even your smartphone can make pretty decent videos already.
Watching a compelling presenter in a video will be sure to influence buying behavior. Converting visitors into leads (or leads into customers! ), rather than just reading the same information.
Let’s face it: this is an age in which many of us strive to go viral. Doing so has never been easier. As much as you swear you aren’t an avid TikTok user, you must come across a shared TikTok at least once a day.
Video marketing is only growing in scope, and your imagination only limits you. Sharing videos has never been easier – so get onboard.
5. Builds trust & credibility
Your company can create a personality through video, connecting you with your audience and earning their trust.
Trust is undoubtedly the foundation of conversions and sales. Building that foundation is not an easy feat and a goal that takes time and gracious effort. Content marketing should be about creating relationships with your consumers that last to increase your chances of return custom and encourage word of mouth and advocation surrounding your brand.
This is where the magic of video comes in. It is likely to engage people and ignite emotions within them – a burning fire that can transform them into connecting with your brand at a higher and more personal level.
Trust from your audience is not solely about emotional connection, either. Video can foster trust in customers that may be cautious about purchasing products online due to fears of being scammed. Effective marketing can present your products conversationally and clearly. Showing them for all we are without any small print or blurred lines. Video ultimately gives consumers more confidence when purchasing online.
6. Video covers all bases
Animation Explainers are fond of this benefit we live for it!
Are you launching a new service or product? There is no doubt that video is the way to show how it works.
If it is not already, video marketing should be one of the newest additions to your toolbox. If you’d like to learn more about just how influential it can be to include video in just about any marketing campaign, contact us at Animation Explainers for a helping hand.