the rise of video as a powerful marketing tool

The Rise of Video as a Powerful Marketing Tool

As of today, you must be fully aware of content marketing and its importance in business marketing strategy. What you might not know is that video is king in content marketing. To strengthen this statement let’s see some stats from the social media giants.

YouTube

1.9 billion monthly active users;

5 billion videos watched per day;

300 hours of videos uploaded per minute.

Facebook

2.23 billion monthly active users;

Over 8 billion average daily video views.

Instagram

1 billion monthly active users;

Over 500 million Instagram Stories daily active users;

80% increase for videos, year by year.

While Facebook is competing with YouTube at their own game, Instagram is stepping forward with their video stories. However, many marketers are still hesitant to add video marketing to their strategies, even though, 87% of businesses are using video as a marketing tool and according to Cisco predictions, by 2022 global IP video traffic will be 82% of both business and consumer IP traffic. Wyzowl highlights some reasons why marketers are not using videos and show that 23% of marketers lack time, 21% didn’t know where to start and 12% think the video production is too expensive. We know how to solve all three issues with only one tool – online video maker. If you haven’t heard about the video production platform that helps you to create affordable promotional videos and save your working time, we can introduce to you Renderforest. With the simplified process, you get a ready video within a few minutes – thanks to a library with ready templates, animations, colors, and music. All you need to do is upload logo and texts, as well as make a decision regarding preferred elements. You cannot get wrong with Renederforest, as it’s free for the start.

screenshot of renderforest

But it is still not obvious why videos are becoming so powerful nowadays? Here are a few more reasons to convince you to turn your content marketing strategy towards video creation.

Increasing User-Engagement

Social video generates 12 times more shares than text and images combined. Videos are not only grabbing attention but also holding people’s attention longer. It is easier to integrate a bulk of information in 30-second video than sharing it in text or picture post. No surprise people remember what they watch better than the thing they’ve read about online. Rendrfx strengthens this statement with stats that 80% of users recall a video ad they viewed in the past 30 days.

48% of people are more likely to share video content with their friends instead of a picture or text-type post. Have you seen those companies that start small and all of a sudden become big because of some viral videos? ALSA is the best example here. Do you remember The Ice Bucket Challenge? It was the most successful viral campaign of all time. People around the world were dumping ice-cold water over their heads for donations and to promote awareness of the disease amyotrophic lateral sclerosis. Video challenges have been performed even by well-known celebrities and famous business people. In 2014, awareness of the disease became the fifth most popular Google search.

ice bucket challenge video

Boosting Website SEO

You might be surprised, but embedded video into your website landing page can increase the rankings in Google search by 53x more than plain text content because Google SERPs prioritize video results. It doesn’t have to be a movie video. Use a simple and short video, preferably product video or “how to” clip, explaining to your potential users what your brand is about. In order to make it work to its best, don’t forget about the keywords, metadata, description, and thumbnail. Google bots are taking into consideration every piece you are integrating into the video.

Example of an embedded video

High-End Information for Increased Conversions

Vidyard states that over 70% of marketers reckon that video performs better than any other marketing content for producing conversions. Neil Patel highlights a great example in his blog about e-tailer StacksAndStacks.com raising purchases by 144% via product video exposed to the site visitors. This proves that lack of video on your site or social profiles is a huge mistake, as this is what consumers are after nowadays. 52% of consumers are more confident in online purchase decision when watching product videos before. However, you need to keep in mind that this doesn’t mean you can upload one video and wait for conversions to come. Every piece you create needs to evoke emotions and be up to date with today’s trends. Don’t stop there at one video, create a separate video content strategy plan.

Increase Email Open Rate

Could you imagine that including the word “video” in an email subject line can boost open rates by 19%, increase click-through rates by 65% and reduce unsubscribes by 26%? Once again this shows that video is not only fun but an actual marketing tool to gain more qualified leads. As a result, customers are more likely to educate themselves by watching a video rather than receive information in the text alone. According to IMPACT stats, the number of businesses using video in email jumped from 36% to 46% in 2019. With more advanced functionality built into tools offering business to embed videos in their emails allows marketers to expand and step up with trends.

Building Trust

It becomes even easier when the brand has built trust with customers and the video storytelling is a great help here. This is what makes your brand popular and increase the customer base. Put a face behind the sell sheet and share with your audience insights, tips and hints, as well as bring them with you behind the scenes. The great way how to warm the people towards your brand is customer testimonials. Many brands used this technique and even included them in successful TV advertising clips. See Dove commercials, it’s company’s core idea to show real customers sharing their experience with Dove products.

dove video ad example

To sum up, we see that if you don’t focus on video production today, you lose a vast amount of potential customers. It’s time to reinvest in what really works the best for your business. Since video popularity is not slowing down, this must be a center of your marketing content strategy. Glean inspiration from the most successful and inspiring brands, they have realized a while ago that video marketing is a future and still is. It’s your chance to show your customer what it takes to be there for your customer. Videos are important because people are watching them, they are looking for them and requesting them. Videos are easy to integrate on social platforms. Videos are not expensive to produce if you use such tools as video makers. Shall we continue?

Don’t wait any longer, start creating your videos today!

About the Author

Roman Daneghyan

Roman Daneghyan is the Chief Marketing Officer at Renderforest, a Content Marketing Specialist and an Expert in SEO, Social Media Marketing, and Link Building who enjoys sharing the experiences gained along working as a marketer and helping other entrepreneurs succeed.

His works have been published on different blogs and mediums like Crazy Egg, Forbes, Upwork, ShareThis, etc.

You can find him on Twitter: @roman_daneghyan.

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