Videos, images and text are the fundamental types of content we absorb on a daily basis. It’s easy to see that as technology advances and time passes, audiences are gravitating towards video as the preferred method of content consumption.
Many business owners are familiar with this trend, but are hesitant to invest in video production. It’s difficult, mainly because the content being generated now is inherently different than the content we grew up watching and producing.
People are subscribing to YouTube instead of major cable providers. Big budget commercials are being replaced with 5, 15, 60 or 120 second ads. Instagram stories take you live, behind the scenes, uncut and unedited.
And what the hell is TikTok?? I’m sure the majority of you have found out now during Covid19 experience!
It can be incredibly challenging to find your lane in this giant traffic jam of video content.
However, taking the time to learn, experiment and invest in video production may be crucial to ensuring your business’s longevity, because there’s no arguing it: videos drive sales.
Here are 5 ways video marketing can increase your bottom line:
1. Viewers love videos
This is obvious. It might even feel like it needs to go unsaid. But I’m going to say it anyways. Because audiences seriously LOVE videos. The first YouTube video was uploaded on April 23, 2005, and now, less than 15 years later, viewers watch approximately 1 BILLION HOURS of YouTube videos every single day. That is absolutely staggering.
“Me at the zoo” – the first YouTube video ever uploaded
Consumers also ingest video on a number of different platforms including Instagram, Facebook, Twitter, Snapchat, TikTok, VSCO, and a hundred other apps that have just been released or are in development.
It’s pretty easy to connect the dots here. People are drawn towards videos. Videos encompass all types of content. Our brains are naturally attracted to movement and noise, and retain information presented visually.
So what does that mean for your business? People are overwhelmed with ads these days. An inspirational quote next to a logo with a couple hashtags attached isn’t enough to get someone to stop scrolling…if you want to get your audience’s attention, you need to grab it with high quality video content.
2. Google loves videos
According to Cisco’s global traffic projections, over 80% of all traffic will consist of video by 2021.
But you don’t need to mine large data to realise that Google is already placing a huge SEO emphasis on video content.
Nearly all searches on Google yield videos in the default SERPs. And more often than not, they’re found at the top:
Typical search results
YouTube is the second largest search engine on the internet. (And in case you’ve been under a rock since 2006, Google actually owns YouTube). If you want to make any money from your organic SEO efforts, transcribing, optimising and posting your videos to YouTube should be an elemental feature of your strategy.
3. Consumers want you to make videos
We’ve already come to the conclusion that consumers love video. You might think that with all the supply, the demand for video would be satisfied. However, this is not the case.
According to Wyzowl’s 5th annual State of Video Marketing Survey:
87% of consumers say they’d like to see more video from brands in 2019.
They also found that 68% of consumers prefer to learn about a new product or service via video over any other type of content:
In modern times, in order to establish a trusted brand, you need to be able to communicate directly with your audience via video, blogs and maintain a stellar consumer rating. Relatability and transparency are replacing sales pitches and slogans. Times, they are a-changin’, and your marketing strategy needs to a-change along with them.
4. Provide value, stay relevant and put a face on your brand
As the stats show, people look to videos for information. That’s why YouTube is the second most popular site after Google.
In order to remain relevant in your industry, you need to begin creating video content. This is the best way to provide consumers with the value that they are looking for in a brand.
In the heyday of influencer marketing, putting a face on your brand is a great way to relate to your audience. People want real people providing real answers to real questions. Creating useful videos that answer FAQs, alleviate pain points and prove that you’re providing a legitimate solution to their problems will separate you from your competition.
Top Digital Marketing Influencers
5. Boost conversions
Getting your videos in the right places is crucial to seeing an ROI in your video marketing efforts. If you’re able to do so, the results are spectacular:
According to Brightcove, 53% of viewers will engage with a brand after viewing a video on social media.
Of course, as all marketers know, the ad itself isn’t enough to generate income. You need to have the proper funnels in place as well as systems of measurement in order to track success and failure. Regardless, it doesn’t take a video production specialist, or a marketing guru to understand that that statistic is incredibly profound. Imagine what you could do with a 53% conversion rate…
Well there you have it. Creating and sharing HQ videos is a great way to increase your bottom line. No ifs, ands, or buts about it.
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