Why Does My Brand Need Video Marketing?

December 2, 2015
Posted in Blog
December 2, 2015 Nilanjana Dey

How many times have you skimmed through a piece of content, decided it was too long and just didn’t bother with it anymore? TLDR (too long, didn’t read) is a problem with a lot of people out there. And with that, the hours spent perfecting that piece of written content fails to live up to its full potential.
Now think back about the last video you saw online. I bet you can tell me what it was about. And that is exactly why it’s time for your brand to get its video marketing strategy in place.
So, why video?

It Hits Home Better

According to Dr. James McQuivey of Forrester Research, a video is worth 1.8 million words! That’s roughly 3600 web pages of written content that neither you can write nor the customer read. Hence, a video conveys a lot more information in a lot less time. And it is a great practice to value your customer’s time.
There is also this thing called the picture superiority effect which means we retain visual information better than written text. So your message is better delivered and remembered if you convey it through a video.

More Clickable and Shareable

There is a lot of text on people’s timelines and the general habit is to just scroll through it. But when you find a video attached, you tend to stop and watch it. It is the online version of preferring picture books more than voluminous verbose tomes. And I am sure you skimmed the last three words because they were too big. Also Instagram, and now Facebook, automatically play your videos as you scroll past. This highly increases the chances of people stopping to watch it.
ComScore statistics show that 100 million videos are being watched online every single day. There is just so much more scope for your brand video to get noticed. Plus, if you have done your homework and made a really great video, people are going to share it. If you want stats, here’s one for you: 92% of mobile viewers end up sharing a video they just watched.

Engages Your Visitors Better

Let me just make a sweeping statement saying that video marketing make all your metrics spike up.

  • The average user spends 88% more time on a website that has videos.
  • 65% of the viewers visit a brand’s website after viewing their video.
  • 70% marketing professionals report that a video converts better than any other medium.

The fact of the matter is that people like videos. There are a lot of people out there looking for videos on how to use certain products. A video manual of any kind is more understandable than a written one. So when you provide a video detailing how exactly your brand fits into your customers’  lives, they are inclined to explore further.
Let’s say you already have a digital marketing framework in place but it just isn’t delivering up to your expectations. You might be looking for new ways to approach and engage your audience. Adding video marketing to your efforts could provide the much needed boost to your leads and conversions.
On a cautionary note, your video marketing approach has to be absolutely in sync with the rest of your brand’s digital marketing. Adopting a video marketing strategy as a piecemeal solution would not work in the long run. So the first step would be to find out if your digital marketing is facing certain fundamental challenges that need to be addressed. Once that is done, you can look at assimilating video marketing into your overall digital strategy.
All data from Marketing Profs, ComScore and Forrester Research

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