Video is fast becoming a powerful form of content marketing. Are you ready for it?

Digital360 on 17 August 2017

As digital media transforms traditional marketing, there is one element that cannot be overlooked – or underestimated. And that's video content.

According to marketing software company HubSpot, 80 per cent of online content will be video by 2019. This presents an enormous opportunity for SMEs to get ahead of the marketing game today.

By investing in video, you can position your business at the forefront of digital change in areas such as social media marketing – while providing relevant, accessible and engaging content.

Not convinced? Let’s look at the numbers.

Video in numbers

According to an analysis by Animoto, an online video company, four times as many customers would prefer to watch a video than about a product than read about it.

This is true to customers of all class and age. Indeed, Tubular Insights found that over half of all senior executives share work-related videos with their colleagues. What’s more, 90 per cent of customers watch product videos to help them make purchasing decisions. And a staggering 64 per cent of people are more likely to buy a product after watching a video about it.

Video is quickly becoming one of the most consumed forms of online content. As video becomes more popular, more and more Australian businesses are using video for marketing purposes. According to Content Marketing Institute, 78 percent of Australian businesses used video content as part of their marketing strategy in 2016.

Video boosts social media engagement

Video and social media work hand in hand. Recently, we have seen brands rush to make use of Instagram’s new Story feature with extraordinary results. According to Brand Networks, 65 per cent of ad impressions on Instagram were a result of video content in 2016 – a spike of around 622 per cent from when the program first launched.

Facebook video content is also growing. Videos are much more shareable and likeable than other kinds of posts like links, text and photos. This is good news for social media marketers because it means you receive more impressions for your marketing spend. Indeed, video ads generate higher engagement and click-through rate than static ads. Consider the success of Buzzfeed’s Tasty videos or Nordstrom’s interactive runway experience. Tasty, for instance, accumulates 4 million new followers each month thanks to Facebook.

Another point to keep in mind is the millennial market. Investing in short, snappy videos that young people want to share is a great way to attract this market and build long-term relationships.

Video increases website views

But video does not just improve your social media credentials. It can also help drive web traffic. According to Cisco, video content will be the driving factor behind 82 per cent of search traffic by 2021.

Including video content in EDMs and on your website has also been found to increase conversion rate. One HubSpot study found that adding a video to marketing emails can boost click-through rates by 200-300 percent while embedding videos in landing pages can increase conversion rates by 80 percent, according to a study by EyeView digital.

By investing in video, you boost traffic to your website and increase the likelihood of those visitors becoming customers.

Tips on creating video content

Video is a great marketing opportunity. But it is also a challenge. To help your business take advantage of the rise in video, there are some points to keep in mind. The first is to consider what kind of content you want to make.

Many B2B and B2C companies, for instance, have made use of video to share behind-the-scene glimpses of products and events which helps to build customer engagement and brand loyalty. This is a great way to personalise your business while also providing content that adds value.

How-to videos, industry tips or even live event videos can also do well. As with all content marketing, it is important to create content that will give something back to your audience – be it entertainment, advice or commentary. Remember to think about the end experience of the viewer.

On the technical side, finding the budget to create high-definition video content may be tricky. But luckily, there are lots of useful tech hacks you can use to create engaging content at a low cost. Sites like Biteable or Moovly can help you create short, animations and require little technical skills.

Simple text on screen videos can also be effective. Alternatively, your business could see what scope there is for larger scale products.

If you would like more advice on how to incorporate video into your digital marketing strategy or how video can help your business, reach out to one of our digital marketing specialists.