Why You Can’t Afford to Neglect Video Marketing This Year
Video marketing is more important than ever in 2023. With consumer video consumption continuing to rise, brands that aren’t investing in video content are missing out on huge opportunities for awareness, engagement, and sales. Here’s a closer look at why you should make video marketing a top priority this year.
Video Builds Stronger Connections
More than any other content format, video powerfully fosters an emotional connection between consumers and brands. Viewers get to see emotions, hear tone of voice, and experience stories in a vivid way. Well-produced videos that educate, entertain, inspire, or help viewers will capturing their attention and build meaningful relationships. Consider these video marketing opportunities:
- Brand storytelling videos that showcase company values, culture, and purpose. These build affinity.
- Thought leadership videos that position executives and employees as trusted experts. These nurture credibility.
- Behind-the-scenes videos that offer product development or customer service insights. These boost transparency.
- Customer testimonial videos that highlight positive experiences. These provide powerful social proof.
Emotionally-resonant videos also encourage sharing and participation. Viewers are more likely to comment on and forward videos from brands they feel connected to. User-generated content like customer testimonials and user videos are great for driving organic reach.
Live video and live streaming open up additional opportunities for connection. The real-time nature makes viewers feel plugged into what brands are doing right now. Interactive features like polls, Q&As, and chat foster a community feel.
Video Drives Higher Conversions
Investing in video pays off tangibly by driving conversions across the entire customer journey. Video is especially effective for certain high-value actions:
- Product demo videos increase consumers’ confidence in solutions and ability to successfully use them. This improves consideration.
- ‘How to’ videos that educate prospects on setup, usage, and troubleshooting. These guide buyers to purchase.
- Promotional videos that highlight sales and special offers. These incentivize transactions.
- Customer onboarding videos to help new users implement products effectively. This expands adoption.
- Support videos that provide answers and resolve issues. These build loyalty and retention.
Videos on landing pages can capture attention and convey key value propositions to convert browsers into leads. Calls-to-action within videos boost click-through rates.
Personalized videos take it a step further by incorporating visitor names and using data to customize offers and messaging to their needs. These hyper-targeted videos convert at much higher rates.
Video Gets Better Organic Reach on Social Media
On social platforms like Facebook, Instagram, YouTube, and LinkedIn, video content reliably outperforms images and text in reach, engagement, and conversions. Their algorithms favor video, so organic videos will be shown to more of your followers. Users also interact more with native video across platforms. Creative social videos that educate, entertain or inspire viral sharing are key for reach.
Different video types work well on different platforms – for example, Instagram Stories for short video snippets, YouTube for longer video content, and LinkedIn for educational business video. Optimize production for each platform.
Leverage influencer videos as well. Collaborations where influencers promote your brand through videos on their own channels expand reach. Similarly, user-generated videos and campaigns increase authenticity.
Video Enhances SEO Value
Including videos on website pages has been proven to improve SEO rankings and traffic. Quality videos increase page time spent and decrease bounce rates. This signals to Google that pages offer relevant content. YouTube also surfaces videos in search results, driving visitors from searches for your products or brand terms. Optimizing videos with SEO best practices magnifies impact.
Transcripts, captions, and other techniques boost video SEO. Optimize video meta descriptions, file names, and other tags. Provide links from site pages to related videos to improve discoverability.
Feature videos prominently on category, product, and landing pages. Have a YouTube channel with playlists for each product line or advice type. Offer video sitemaps. Promote new videos in search channels.
Video Improves Email Marketing Performance
Embedding videos in email newsletters cuts through the noise to capture subscriber attention. Video emails see much higher open rates, click-through-rates, and conversion rates compared to plain text and image-based emails. Make how-to videos, testimonials, or promotions to boost email performance.
Video also helps avoid spam filters. Subscribers need to click play in order to watch embedded videos, signaling the email is wanted. This improves inbox placement and response rates.
Add calls-to-action and links near or in the video to drive desired actions post-viewing. Track video completion rates and optimize based on drop-off points. Personalize video emails when possible.
Shoppers Prefer Video Content
Studies consistently show video has become the favored form of consuming shopping-related content. 60% of customers would rather watch a product video than read a description. 72% of customers who viewed product demos purchased the showcased item. For ecommerce brands, video content should be pervasive across product pages, ads, and emails.
Optimize ecommerce site navigation and search for video discovery. Integrate video hot spots, image overlays, and prominent calls-to-action that enable instant purchases.
On product pages, use video to showcase key features, product use demonstrations, customization options, complementary products, and dynamic 360-degree views.
Consumers Trust Video More
Video builds credibility and trust efficiently. Viewers get visual proof of claims made by brands, so they have an easier time believing them. User-generated videos like customer reviews are perceived as more authentic as well. Leverage the trust-building nature of video across your marketing.
Educate customers through how-to videos and video FAQs. Show behind-the-scenes operations. Share customer success stories. These tactics boost authority and transparency.
On your ecommerce site, include authentic user-generated video reviews and testimonials to build trust at key points in the buyer’s journey.
Production Costs Are Dropping
Historically, video marketing required big budgets that only large enterprises could afford. But video production costs have come down significantly, making professional video content viable for virtually all B2C and B2B brands today. Outsource production or leverage DIY tools to create engaging video without breaking the bank.
Look for production partners that offer affordable packages for recurring video needs like social media content. Carefully scope each video project and have clear goals to contain costs.
Take advantage of stock video and images to supplement custom shots. Repurpose existing video content into new formats. Work with influencers and employees to create user-generated videos.
New Interactive Video Options
Video innovation continues to create new interactive formats that boost engagement. Examples include shoppable video that enables instant transactions, 360-degree video for virtual experiences, augmented reality effects that bring products into the real world, and live streaming video for urgency. Use these cutting-edge formats to wow and convert viewers.
Interactive video ads perform better as well. Include clickable hot spots, tabs, links, coupons, questionnaires, and more.
On social media, create fun video filters and lenses that followers can use to create their own branded video content and stories. Offer behind-the-scenes access with live video.
In summary, video marketing should be one of your top priorities this year if you want to boost brand connection, increase conversions, amplify organic reach, improve email performance, and stay ahead of the competition. Prioritizing creative, strategic video delivery will pay dividends across all your marketing efforts.