Earlier this year Cisco predicted that by 2022 video will represent 82% of all global internet traffic, having grown 4-fold since 2017. One of the key forces driving this change is coming from content-hungry consumers who want to be quickly satisfied with information, entertainment, and education. Corporations know that in order to reach prospects and retain customers, people prefer video.
Reinforcing this research has found that including the word “video” in an email subject line results in an increase of open rates between 6–19%. Marketers recognize that they need to be creating videos for building trust, educating with product videos, and improving social media click through rates. Here are 3 of the most compelling reasons why Marketers need videos to succeed in 2019.
Video Shows Positive R.O.I.
Research has shown that using online video in marketing campaigns will tangibly increase landing page traffic. Moz found that incorporating video increases blog post shares three times over just text. The impact on the rate of inbound qualified leads is quickly tangible thanks to this higher organic reach towards relevant audiences.
Additionally, video lifetime costs are relatively low given the long tail value they create. Not only does it take less time to create a one-minute script, but the video creation tools and platforms are inexpensive when compared to other marketing tactics such as conferences, white papers, and online ads.
Search Engines & Social Networks Reward Videos
The amount of time people stay on a particular page is longer when video is present, which is believed to be a significant Search Engine Optimization (SEO) ranking factor. User engagement behavior like dwell time and bounce rates sends popularity signals to Google that this content is trustworthy and has informative and relevant content for a particular subject. Once Google learns that users are engaging with your video content higher relative to other content options, your pages will soon be rewarded with higher search rankings (and more organic traffic).
When Forrester analyzed Google’s preference for video content in 2009, they found that video content had 50x better odds of showing up on the strategically important first search results page. Google has detailed insight into how much users are demanding video, as beyond being the most popular search engine in the world, Youtube’s search engine comes in second.
Digital marketers have long known that video was a critical element for their social media content strategy. Twice as many marketers surveyed by Databox earlier this year felt that videos were more effective at driving advertising clicks than images. LinkedIn reported earlier this year that on average video advertisements received 3x the amount of viewing time than static promoted content on their platform. From an organic perspective, LinkedIn claims that the typical user is 20x more likely to share a video from within their feed than other post types.
Video Is More Persuasive
The modern user can be bombarded with between 4,000 to 10,000 advertisements daily, which represents a 10x increase in the last 50 years. While that figure sounds extreme, chances are that the typical person only processes a fraction of the overwhelming amount of radio/podcast/TV commercials, print ads, billboards, social media ads, search engine ads, display ads, branded labels, product placements, email messages, social selling, and SMS messages constantly vying for their attention.
New technologies and strategies have emerged to help people cope with an advertising saturated world. Users can pay extra for advertising-free versions of their favorite services, employ browser extensions to block ads, or rely on older tactics like fast forwarding through commercials, conditioning themselves to ignore intrusive ads, or sending negative feedback when getting annoying marketing messages via email or social media. It has simultaneously never been easier in human history to launch a mass market advertisement, or harder to earn any attention for it.
As mentioned above for paid social media, video content is giving advertisers an edge when it comes to engaging people and triggering desired emotional responses. As a consequence even a promotional video will prove better building trust over static content.
Given the current environment prospects are rightly skeptical about buying new products and services they first saw online. They are more likely to feel confident once they have watched an explainer video to learn more about your brand and offerings. By watching a video they get to listen to you tell your story exactly the way you intended, and this is will be a critical first step in building trust for a professional relationship.
Creating awareness and having a positive ROI are some of the biggest drivers for marketers. Video is one of the best channels to use when trying to reach an audience and converting them to leads. It is, however, important to note that having a video marketing strategy is the first step. Understand your audience and the campaign goals and ensure that your key messages are obvious throughout your videos.