As referenced in Zoolander, video is so hot right now. Very hot.
It’s probably no secret that video content is on the rise, especially when it comes to digital marketing. Think of all the videos that you’re seeing on Facebook now and, since Snapchat came along, both Facebook and Instagram have released a story feature in response. YouTube is now the second largest search engine after Google, and has over four billion views a day. More and more brands are turning to video to tell stories, and engage with customers to keep their attention.
According to Jason Park from the Content Marketing Institute, “video is projected to take up over 90 percent of the online content pie within the next decade.” Some common questions that we get asked include:
- What sort of video content should my brand be producing?
- Do videos work for all industries?
Hubspot suggests the best types of videos that brands should be sharing across there platforms are:
- Explainer videos
- Product demonstrations
- Testimonial videos.
As for the second question, in my opinion, yes. There’s always a story to be told if you find the right angle. So if you’re not developing engaging video content for your brand then, unfortunately, you’re dragging your feet behind behind your competitors. Let me share six reasons why you should be contemplating video content for your digital marketing strategy.
1. Start a conversation
We know that visual content is the key to engaging with a broader base of potential customers. Think of all the videos that have gone viral this year alone. Admit it, in the last few weeks, you’ve likely shared a Facebook video or tagged a friend that the video might be relevant to.
People are 10 times more likely to engage, share and comment on video content compared to blogs and other text only social posts.
2. Build trust
Don’t ever underestimate your customers – they are your brand representatives. We’re bombarded with marketing information, receiving up to 600 messages a day, according to B&T. Consumers are getting savvy, so being transparent and honest with them will help you build brand trust. Video content can do this significantly better, and faster, than text content. Visual content gives you the opportunity to express your brand authentically, share your core values and encourage loyalty. Providing your potential customers with valuable or revealing information and speaking to them as if they are your friend can quickly build up trust.
3. Impress Google
If you embed a video on your website, then chances are your visitors are going to be hanging around for a little longer. Why does Google love this? Well, your visitors are spending more time on your website which, in turn, signals search engines that your site is content rich, putting you in the Google’s good books. With Google purchasing YouTube back in 2006, there has been a significant way in which videos affect your ranking on search engines.
According to Moovly, websites that embed videos are 53 times more likely to show up on page one of Google.
4. Befriend Facebook
When you think Facebook, you think algorithms. Running and maintaining business pages can be overwhelming, as Facebook constantly changes the way algorithms work. However, Facebook is rewarding businesses that produce video content, particularly sponsored video content. According to SEO.com, “Facebook video views are among the most cost effective forms of social advertising. Facebook is on a mission to dethrone YouTube as the video king, and in its quest to own your marketing dollars, it is offering some awesome incentives. Which is to say, they’ve created a platform for video ads that is extremely affordable.”
5. Get those click throughs
If you’re already creating video content for your brand, are you including them in your email marketing campaigns? Think how many emails you receive daily. How many of them are currently including video? “Video content increases the open rates by 5.6% and increases the click through rates by 96%” says . This is a great technique to set yourself apart from your competitors and double your chances to improve your click-through rate and convert customers on your website.
6. Trigger emotions
Video means you can humanise your brand, evoke emotion and ultimately drive action. Voices, music and animation can be used to bring your brand to life and allow the watcher to feel something. Unlike large amounts of dense text, video content can convey dry information in an engaging manner, pull at heartstrings, make people chuckle or make people tear up, all whilst playing to the subconscious. Vidyard explain, “Current research breaks emotional triggers into two main actions post-viewing: sharing and buying. While your specific goal may sit along a spectrum somewhere between building awareness and converting qualified leads, these two categories of emotional impact will get you well on your way”.
We make moving stories
At LEP Digital we’re so excited to offer video content as part of our clients’ digital marketing and content strategies. We’ve established some seriously great relationships with talented production companies and freelancers and to offer our clients end-to-end production services. We also offer some production and editing services in-house. We oversee everything from script and storyboard development, to filming, talent direction and post-production services.
If you want to make magic and drive even better engagement for your brand, get in contact today.