Trends in Video Marketing
Video marketing has always had an advantage over most other forms of media because of it’s ability to appeal to sight, sound, motion, and emotion. No other medium can entice the senses as well.
With the ease of access consumers now have to video online, marketers are using that advantage in remarkable, and useful, ways.
For marketers today, video is gold. Just look at these three stats:
- Video on landing pages increases conversions by 80%.
- Mentioning the word “video” in the subject of an email can increase open rates by 19%
- 52% of consumers report watching videos makes them confident in purchase decisions
The Most Effective Videos
B2B and B2C videos come in many forms, from commercials to comedy to informational. Some of the most useful videos are professionally produced videos that powerfully tell a story.
Most Effective Types of Video Content
- Customer Testimonial Videos
- Product or Service Videos
- Demos or How-To Videos
Testimonial videos build trust. By using real people, it can cut through marketing clutter. An actual customer can say the same words you might say, but it’s much more believable.
When it comes to making buying decisions, most people check out reviews, and they find them trustworthy. Testimonials provide you with a way to control the review process to a degree.
Testimonials help the potential customer feel comfortable with their decisions by seeing people like them who had a good experience.
Product or service videos give consumers a closer look at precisely what you are offering. These videos make customers feel more familiar with products. A professionally produced product video sends a quality message about the product and the company. By giving people a look at the product and answering their most likely questions, you make it easier for them to move forward in the purchase funnel.
Demonstration and how-to videos work in a variety of ways. In addition to helping with search engine rankings, how to videos can set you up as an expert in the field. Imagine you are an HVAC company and someone’s air conditioner just went out. A video explaining the items you need to check before calling for help would set your company apart as an expert and lead prospects to call you if it is not something they can fix themselves.
74% of consumers who watched an explainer video to learn more about the product or service became a customer.
Where People Are Watching Marketing Videos
70% of the top 100 search results listings now include video. If someone is searching for your products or services, looking for a demo or tutorial, or researching your industry, you want to be in the mix when they search. The “Videos” tab is at the top of Google’s menu between “News” and “Shopping.” If you don’t have videos, you will not be listed on Google’s second most important menu.
YouTube is the second largest search engine in the world, just behind its owner, Google.
Most Watched Platforms For Branded Videos:
SOURCE: Tubular Insights
Video Helps With Search Engine Optimization (SEO)
In addition to people finding you when they are looking for video, videos can help with your SEO. Google’s algorithm factors into account more than 200 factors, but quality and relevancy are at the top of the list. Videos can lead to a higher search ranking, more visits to your website, longer time on site, and greater social sharing. All of that leads to better results.
5 Trends in Video Marketing
- “I see video as a megatrend,” said Facebook CEO Mark Zuckerberg, announcing his strategy to prioritize video in his platforms. Short videos (“Snackables”) and live streaming videos are gaining in popularity. Social media platforms make it easier to post videos and create live content than ever before. Live videos evoke authenticity and immediacy. Well-done videos that tell a story get shared, enhancing their reach.
- 85% of videos on Facebook are played without sound. Google is now penalizing sites that feature autoplay videos with the sound on. It’s crucial your video can sell key messages without the sound on, or at the least, give viewers a defined reason to turn up the volume.
- Partnering with well-known experts, celebrities or sports figures, and influencers can help your videos gain traction online. Large advertisers have always used high profile people to pitch or endorse products. It works, but it can be tricky. If you choose that route, work with a professional video marketing agency that can steer you in the right direction.
- Other emerging trends include techniques such as 360 videos, Augmented Reality, and Virtual Reality. You may want to keep an eye on these trends, but their effectiveness is not yet firmly established.
- The cost of producing high-quality video has come way down. It does not take a Hollywood production to create a great marketing video.
“I’ve got a cell phone camera. I can shoot this myself!”
We hear that a lot. You can do it yourself. Unfortunately, it will look like it. That may do damage to your reputation. A low-quality video may lead to a low-quality impression of your business.
Almost 5 billion videos are watched on YouTube every day. As a media platform, YouTube is the undisputed champ for amateur videos. You’ve probably seen a few of those viral videos yourself. However, the most watched videos are professionally made, high-quality videos. It is not even close.
People want quality. A quality video is an advertisement that works 24/7/365.
If you are thinking about video marketing or shopping for a video marketing agency, get in touch with KEO Marketing. High quality, professionally made videos can be done affordably and position your company as an industry leader, generate leads, and increase your marketing efforts.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.