The Marketing Power of Video and Why Your Business Needs It

Is video a part of your business’s overall marketing strategy? If not, it should be. All businesses can benefit from video marketing, regardless of their size or industry on which they operate. To learn more about the marketing power of video and how it can benefit your business, keep reading.

Google Loves Video

Google owns YouTube, the world’s largest online video sharing platform, so it should come as no surprise to learn that videos are easy to rank in Google Search. In fact, a study conducted by Unbounce suggests that videos are 52x more likely to appear on the first page of Google Search than a text-based web page. And when you score a top listing in Google, you’ll realize the obvious benefits of more traffic. It’s just that simple.

Consumers are 4x More Likely to Watch Product Videos

Consumers often prefer watching videos about a product rather than reading about it. According to Animoto, consumers are 4x more likely to watch a product video than read text about the product. When given the option, it’s best to create product videos for this very reason. Consumers and search engines alike love video, making it an effective platform on which to promote your products.

YouTube Has More Than 1.5 Billion Users

In 2013, YouTube hit a major milestone with more than 1 billion active users. Since then, however, the Google-owned video sharing platform has only grown bigger. Statistics now show that YouTube has more than 1.5 billion monthly users — a number that will likely grow even higher in the years to come. Businesses can capitalize on this trend by creating and publishing videos on YouTube.

Snapchatters Watch 10 Billion Videos Every Month

But you shouldn’t limit your video marketing efforts strictly to YouTube. Snapchat attracts a significant amount of video views. In fact, Snapchat users watch more than 10 billion videos on the social media platform every month.

Video Marketing is Measurable

Furthermore, you can measure the effectiveness of your video marketing efforts by analyzing key performance indicators (KPIs) like views, likes, shares, time spent watching, etc. Using this information, you can tweak your marketing videos to perform even better. While most forms of content can be measured in some degree, video is particularly effective in this regard. However, you’ll want to keep a close eye on the KPIs of your videos to determine what works and what doesn’t.

Video Increases Email Open Rates

Just including the word “video” in email subject lines boosts open rates by approximately 19%, according to Syndacast. So, if email is a component of your business’s digital marketing strategy, video can complement your efforts to achieve a higher open rate. And with more recipients opening your emails, you’ll have an easier time relaying your message and ultimately generating conversions.

Online Advertising with Video

More and more online advertising platforms are now accepting video ads. Google’s pay-per-click (PPC) advertising platform AdWords, for instance, supports video ads. As explained in this help article, advertisers create and host the video on YouTube, after which they can appear on YouTube as well as partner sites on Google’s Display Network. This is a huge benefit for advertisers, as Google’s Display Network can bring massive amounts of traffic.

Facebook also supports video ads. According to the social media giant, users watch video for 5x longer than they do reading content on Facebook and Instagram. With Facebook’s video ads, you can connect with your target audience through this channel. However, Facebook and Google are just two of many online advertising platforms that support video. Feel free to experiment with other channels to maximize your brand’s visibility and generate more conversions.

60% of Marketers Use Video

According to the Content Marketing Institute (CMI), 60% of business-to-business (B2B) and business-to-consumer (B2C) marketers use video. In fact, video is particularly effective when used for B2B marketing. Business owners and other professionals are more likely to share videos with their colleagues than they would a text-based article or web page.

90% of Consumers Watch Video on Mobile Devices

While videos have been on the Internet for decades, there’s been a major change in the way in which they are consumed. In the past, users watched videos on desktop and laptop computers. Granted, many users still use such devices to watch videos, but there’s a growing shift towards smartphones and tablets. A report published by Wyzowl suggests that 90% of consumers watch video on mobile devices. With smartphones and tablets becoming faster, this number will likely increase. Therefore, businesses should tailor their videos to mobile viewing, ensuring they are compatible on smartphones and tablets as well as traditional desktop and laptop computers.

82% of All Consumer Web Traffic Will be Video

On a closing note, Cisco predicts that 82% of all consumer web traffic will consist of video by 2020. With online video continuing to grow, business owners shouldn’t overlook this valuable marketing component.

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