Why Video Content Is a Marketing Must in 2017

Vimeo. YouTube. Snapchat. Upworthy.

Just a few years ago, if you were to casually drop the names of these platforms in conversation, many people would think you were speaking another language.

These brands simply weren’t recognized by the average person.

Now, it’s almost impossible to go through the day without hearing mention of video content and the related platforms–from a funny cat video your child saw on YouTube to an inspirational Upworthy clip your coworker sent around the office.

For better or for worse, there is increasing evidence that consumers are abandoning consumption of traditional print media and turning to digital video–not only for entertainment purposes, but product and service discovery as well.

Video is one of the most digestible forms of content that provides the value, relevance, and flexibility that consumers desire in their on-the-go lifestyle.

The evidence is in the numbers.

Consider the following…

  • 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. (Source)
  • Video is projected to claim more than 80% of all web traffic by 2019. (Source)
  • U.S. adults spend an average one hour and 16 minutes each day watching digital video. (Source)

The saying goes, a picture is worth a thousand words. Video takes that comparison to another level.

According to digital marketing expert James McQuivey, a single minute of video content is estimated to be the equivalent of 1.8 million words.

It’s clear that video content is becoming the preferable option for consumers.

Below are a few reasons your organization should be using video marketing this year to expand your reach, attract new prospects, and grow your revenue.

Let’s dive in, shall we?

Video promotes brand recall.

You’ve put effort into delivering content and educating your audience about what you have to offer them–it would be a shame for them to simply forget your brand once clicking away.

Vision trumps all other senses, and video content can ensure that your consumers remember your message and offerings.

When people consume text-based information, they’re likely to remember only 10% of that information three days later.

However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Source)

If that’s what an image can do, imagine how much more effective a video could be.

HubSpot found that 80% of customers remember a video they’ve watched in the last month.

Video is shareable.

The evolution of Facebook feeds reveals what type of content is deemed “shareable” by the general population (or at least, what your friends consider to be shareable).

You’ve probably noticed a rapid increase of video content in your feed. According to Simply Measured, video is shared 1,200% more than both links and text combined.

The point: people are more receptive to marketing content when it’s shared by their peers via social media.

It doesn’t have to originate organically to be successful either–HubSpot has found that two-thirds of Twitter users feel it’s worth watching videos tweeted by brands.

If you produce compelling video content that showcases your brand in a subtle way, you’ll be more likely to achieve this scale of proliferation and spread of content.

Video drives traffic and boosts SEO rankings.

Video can be a great traffic driver to your website, especially if it’s being shared organically across social channels.

This increase in organic and non-organic traffic helps significantly with SEO and boosts your position in search results.

Forrester Research found that the chances of getting a page one listing on Google increases 53 times with video.

This fact alone clearly demonstrates how excluding video from your content plan would be a huge missed opportunity.

Video increases conversion.

When it comes to conversions, video is yet again extremely effective. This can be attributed to the fact that video has the ability to generate emotion-driven sales.

Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.

4 out of 5 consumers believe that demo videos are helpful (source), and 64% of customers are more likely to buy a product online after watching a video about it (source).

Video is highly responsive.

We consume media and content on a variety of devices–phones, tablets, laptops, and desktops–that each have their own formatting requirements affected by screen sizes, browser, and more.

If content doesn’t perform or function well on a device or browser…people won’t stick around to figure out why it’s not working.

Oh, the horror!

Fear not. Video is highly responsive, an industry buzzword that refers to content optimized for a range of devices.

Most video (hosted on sites like YouTube or Vimeo) performs well on all devices–even mobile.

This responsiveness increases the likelihood that content will be consumed.

It also greatly influences the shareability of the content. HubSpot found that an estimated 92% of people who consume mobile videos share them with other people.

Video is a powerful way to communicate your brand story, spell out your value proposition, and build a closer connection with your prospects and customers.

87% of online marketers are currently using video content in their digital marketing strategies. Don’t be part of the 13% left in the dust.

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