Why Video?
Video is a
versatile and engaging content format that not only gives us a real-life
picture of what is going on; it’s also easy to share across multiple platforms.
Consumers like it because it’s easy to digest, entertaining and engaging, and
marketers like it because it can give a potentially huge return on investment
(ROI) through many channels.
Video is
also very accessible to anyone with internet access, both to watch and to
produce. While there is certainly a trend towards higher quality video on a
professional level, anyone can hop onto their laptop and create their own video
in under an hour.
Why
Marketers Need Video
1. Informing
and Educating
97% of
marketers claim that videos help customers understand products.
For the most
part, marketers today are no longer taking a pitching type of approach - the
reason? There’s simply too much choice out there. Consumers and businesses
simply don't’ need to be sold to; instead, they’re doing a quick internet
search to find the best product in their neighbourhood or even in the world
where they’ll proceed to order it online.
To this end,
marketers in many fields (perhaps not all) need to approach audiences with a
value-based offer instead of a “sale.” And videos excel at giving customers a
really up-close look at a product, service, or even an influencer or teacher.
2. Search
Engine Optimization
Over 80% of
all traffic will consist of video by 2021.
Search
engines love videos because they see them as high-quality content, so to this
end, using videos in various types of content as well as on your main web pages
can work wonders for your SEO -- as long as the videos themselves are optimized
properly as well. This means incorporating the right keywords, a solid meta description,
and also a strong title.
3. Staying
Competitive
81 % of
businesses are now using video for marketing.
Videos are
amazing for getting all sorts of messages out there, and if we think in terms
of practicality, a short, unique explainer video can do a world of difference
when it comes to educating people on the ins and outs of your particular
product. By using storytelling and unique types of media you can easily catch
people’s attention and hold it while they’re actually entertained.
Depending on
how it matches your product, you may want to use an animated or illustrated
explainer video to stand out from the crowd (and not come across as too
in-your-face).
4. Getting
Personal
Live video
will account for 13 % of traffic by 2021.
Ever wanted
to check out Facebook Live or Instagram stories? If you’re in a digital
marketing career, or you’re heading in that direction, you’ll need to learn how
to create basic videos and optimize them.
Instagram
Stories and Snapchat are both awesome for offering people intimate glimpses or
short, personal glances of what you’re up to and they are so great for creative
tools. The interesting thing about these videos is that they’re only up for
24-hours so that creates more of a real-time feel. It also gives marketers the
opportunity to develop ads that are focussed on time-sensitive promotions.
Real-time,
ephemeral content is great for:
• Offering a
feel of face-to-face interaction
• Building
brand trust
• Offering
audiences casual, interesting updates (eg: behind the scenes)
5. Boosting
Conversions
90% of
consumers claim a video will help them make a purchasing decision
Wyzowl
claims that 74% of people who get an opportunity to see a product in action via
an explainer video will buy it. And landing pages are great places to place
videos, too. -- supposedly boosting conversion rates by up to 80% (just be sure
to keep autoplay off so as not to scare the customer away with loud noises).
Another
reason why video is great for conversions on websites is that they actually
keep people around for long enough to look around on the site. This is
especially true for those who aren’t big readers (a good rule of thumb is to
assume that people’s eyes could be tired from looking at a screen all day).
Supposedly people watching a video stick around for some two whole minutes
longer if there’s a video.
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