In the world of content marketing, one channel is rising above others in terms of engagement, efficiency and cut-through, says Mark Darlington: video.
Video, increasingly, is standing proud above other marketing media. Let’s look at the seven reasons why.
1. Video is preferred
If you’re skeptical about the powers of video, you need to understand how your audience consumes media. There’s no hiding from the explosion of video content in social platforms. The most downloaded social media app of 2022 so far is, once again, TikTok, an application solely dedicated to video content.
According to one source, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. That’s a huge statement, but one that helps us understand why video marketing has grown by 25% in the last six years.
2. Video has great return-on-investment (ROI)
If you’re still not sure about adopting video, then it’s worth exploring how other marketers are finding video as a tool. According to a recent survey, 87% of marketers have reported a good ROI from using video.
Most of this investment will come from careful consideration of content being created v budgets available. Most marketers have in-house capabilities, which helps keep costs down compared to going externally.
3. Social platforms are set up for video
TikTok is not alone in its focus on video. Facebook, Instagram and Twitter all host video, with a recent rise in video content on all of those platforms. They’ve all developed new ways of sharing bite-sized videos as ‘stories’ or ‘shorts’.
Instagram’s reels are a direct competitor to TikTok: short content that can be shared to a wide audience.
4. Video can be shared globally
With the popularity of social video rising, videos from anywhere can be shared all over the world, helping brands reach a much bigger audience. It only takes a like or retweet from the right person and your video can become viral, instantly reaching millions of followers.
It used to take Hollywood movies weeks or months to get that kind of engagement. To be able to do it within seconds or minutes is really powerful.
5. Video production is more accessible than ever
Companies and marketers can be put off by the price of video production. It can be expensive but keep in mind that great ROI.
Not all content needs full-scale production. In fact, most videos uploaded online are low-quality. Nowadays, with low-price cameras giving great quality and big brands using phones to produce adverts, it’s possible to create great content with the tools you already have at your disposal.
6. Video can improve your SEO
It’s not just important to use video for your social channels but on your website too.
Here’s a startling stat from one source: “you’re 53 times more likely to show up first on Google if you have a video embedded on your website”.
Depending on your (or your client’s) company, there are many ways to do this: a brand video on your homepage; an explainer video in your ‘about us’ page; a careers video on your team/contact pages.
7. Video builds trust
In a fast-moving and ever-changing world, trust is key. Audiences want brands that are authentic, providing trustworthy products and services.
Video helps you do this. It’s a chance for the audience to see the real you; your values and goals.
Explainer videos are not only the most popular format of video but they are also the best way to teach an audience about your product/service.
The time for video is now
In today’s digital marketing world, video is becoming the go-to tool. It can help improve sales, acquire new customers, and build a relationship between your company and its audience.
We’ve worked with hundreds of clients, helping them launch brands, produce testimonial videos for credibility, create animated product launches, and film talking heads to promote company culture.
If you’re interested in experiencing the power of video marketing, we’d love to answer your questions and talk through any ideas you want to bring to life.
Mark Darlington is head of video at agency LoveThat.
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