On the surface, using marketing videos seems like a poor deal.
“So you’re saying I need to invest a lot of time, money, and effort into high-quality video content… just because it’s the hot new thing right now? Can’t I just keep doing what I’m doing?”
Well, here’s the thing…
The problem with doing the same thing you’re doing now is that you’re likely to get the same results. Which is fine… unless you want to grow your business and make more money.
And right now all the signs point to video marketing as the single biggest opportunity to boost your revenue, get more customers, and establish your brand as an industry leader.
In fact, let us show you 10 reasons why you want to start using video right now! Let’s get started…
1. Videos are the most requested type of content – by far
Reaching the right people with the right message is critical for successful marketing. And a big part of having the right message is the format.
Well, guess what – video is, by far and away, the preferred content format across online audiences. You don’t even have to take our word for it! According to last year’s survey from Wyzowl, 85% of consumers want to see more video content from brands.
Bottom line is: if you’re not using marketing videos, you’re leaving a lot of revenue and potential growth on the table. If you’re not going to take advantage of it, then you might as well do no content marketing at all!
2. Consumers trust video more
Let’s face it: persuading strangers to buy from you is hard. But as an entrepreneur, you’re supposed to do it successfully, day in and day out. No pressure!
So, while you’re at it, why not give yourself the biggest advantage possible?
Well, this study by E-tailing says that video gives 57% of consumers more confidence to make a purchase. That makes it the second most effective sales channel – next to a face-to-face meeting. Of course, written copy has its advantages (like a lot more opportunities to tackle objections) – but it’s also much harder to execute well.
Using marketing videos, when done right, feels more personable and more “natural” right out of the gate. Don’t neglect this advantage if you want to close more sales!
3. Mobile users love video
Close to 50% of all video views now happen on mobile devices. For business owners and marketers everywhere, it means two things:
First, optimize your marketing videos for mobile users. Follow some basic rules of thumb to make the viewing experience smooth and enjoyable: produce short videos, use closed captions and large fonts, and pay attention to audio quality just as much as your visuals!
And second, you want to optimize every step in your marketing funnel for mobile users. That’s not an optional step – unless, of course, you want to slash your conversion rates in half.
Bottom line is: if you want your brand to be mobile-friendly – and you do because it’s half your customer base – you need to be using marketing videos!
4. Video ads have the highest average click-through rate
Pop quiz: what do you need to get your product or service in front of as many potential customers as possible?
Your first answer is probably “traffic.” And you’re not wrong!
But another metric that’s just as important is your click-through rate, or CTR – the percentage of people who don’t just see your ad, but also click on it to visit your website, product, or landing page.
For most types of ads, a click-through rate of 0.9% is considered average. For perspective, video produces an average CTR of 1.84% – over 2 times that.
So if one of your marketing tools of choice is paid traffic, just using marketing videos will mean that more potential customers see your offer!
5. Video is more accessible
If you were to read a text or listen to an audio clip in a language you didn’t know, how much do you think you would understand?
Well, it depends on the language. But it’s safe to say that anywhere from 90 to 99% of the information would go right over your head.
Now, convey the same information through video, and suddenly you can mostly “get” what it’s about – even without speaking the language! That’s the power of visual storytelling.
Add to that other accessibility tools like translated closed captions, audio descriptions for the hearing impaired, transcripts, and customized controls…
…and now your branded video content can reach non-English speakers, people with disabilities, and even the few people who don’t like video in the first place!
6. Google loves video content, too!
The entire Internet has pivoted to video massively in the past decade (thank Facebook and YouTube for that). Was it good for the Web and the world at large? The jury’s still out. Do we have to live with the consequences anyway? You bet we do!
The growing importance of video SEO is one of those consequences. Google processes 92% of global search requests (Bing, the runner-up, accounts for just 5%). It also owns YouTube – the biggest video hosting platform in the world. Unsurprisingly, Google strongly favors and emphasizes video content in search results.
So if you want your brand to rank high on Google, you need to be using marketing videos and optimizing them for search engines!
7. Video is easier to distribute to other platforms
Speaking of the Internet-wide pivot to video – if you want to establish a solid presence on third-party websites, then you pretty much have to prioritize video content!
If it’s a video-first platform like YouTube or Vimeo, then you can’t really upload anything else to it, so there’s that. Well, sure, there are whole music albums and 3-hour podcasts up on YouTube, but those are lucky exceptions (and probably not relevant to your marketing efforts).
If it’s a video-friendly platform like most social networks, then video will give you higher engagement and more shares – up to 1,200% more than pictures and text.
And even if it’s a text-only or images-only platform, it’s still useful to embed or link to your videos on there – it gives you a boost in click-through rates, retention, and engagement!
Basically, no matter which platform you’re on, your content marketing can benefit from video.
8. Video conveys credibility
We’ve already mentioned how video is great for building trust. Well, here’s another thing it’s good at: making you look like an authority in your industry!
Compared to text or audio, video gives you more opportunities to project confidence, share your knowledge in a compelling way, and show to your potential customers that you understand their needs.
And the best part is, research shows that there’s very little connection between technical quality and perceived credibility of the video. So you don’t even need high production values to take advantage of this – simply leverage the tried-and-true psychological principles to communicate your credibility and expertise to viewers!
9. Video is great for showing off your offer
Remember infomercials? Those goofy videos everyone used to laugh at and wonder, “Who buys this stuff?” Well, the infomercials market value is $250 billion dollars (yep, with a B)… so they must be doing something right.
Namely, they are using the old “show, don’t tell” principle of storytelling and persuasion. Demonstrating something in action is much more effective than explaining why it’s awesome – and you can apply this rule to any product or service you sell!
There are only two ways to achieve the “show, don’t tell” effect: doing an in-person demo of your offer, or making a video about it! If you want to sell at scale, or to an international audience, using marketing videos is obviously the easiest and most efficient strategy.
Want to do the same? Well, you can produce product demos, case studies, video testimonials, and explainer videos about your product or service. It’s a surefire way to impress your potential customers and sell without being sleazy!
10. Video is perfect for “boring” industries
Now, you might be thinking that your business can’t take advantage of video marketing because your industry is “too boring.”
Well, good news – boring brands actually stand to benefit the most from using marketing videos! Here’s why…
Consumers today are bored by cookie-cutter, paint-by-numbers marketing that plays it safe and makes no effort to stand out. This is especially true for industries that aren’t inherently exciting – like financial services, pest control, insurance, and many others.
Most brands in “boring” industries think that, just because they’re “boring,” their marketing has to be, too. But the exact opposite is true – being fun and being different pays off (literally).
Video is the perfect way to zig while everyone else is zagging and separate yourself from your boring competition. Don’t neglect it!
Want to know more about using marketing videos? Let’s talk!
Video marketing is a huge, complex topic that you could spend a lifetime learning. And who can afford a lifetime when you’ve got revenue targets to hit?
If you want expert advice on how to use video to grow your business, we’ll be happy to give you a free audit of your current video marketing strategy! All you need to do is book a no-obligation pow wow with our marketing experts:
Make your appointment here – just enter your name and email, and we’ll be in touch with you post-haste!