Written by Darci Ellenberger
It’s safe to say that digital marketing is always evolving. And just like different species in nature have developed different characteristics to survive, no single approach to digital marketing will work for every brand.
However, there are characteristics that are always beneficial to have. In the wild, this may mean fast speed or effective camouflage. In digital marketing, it’s video.
Engaging video content is a critical component of marketing success in 2019.
Wyzowl found that 87% of businesses are currently using video as a marketing tool – a 24 point gain compared to 2 years ago! 91% of those marketers consider video an important part of their overall strategy and 83% say video has good ROI.
One of the main reasons video marketing has experienced a meteoric rise in recent years is its complementary relationship to skyrocketing mobile device usage. With mobile device usage growing by 100% every year (Insivia) its not surprising that 75% of all video plays occur on mobile devices (eMarketer). Add to that the fact that videos are more attractive to the eye than print, especially when viewed on a smaller screen, and it’s easy to see why video is the preferred content of mobile users.
Besides pairing well with increasing mobile usage, video content owes a good chunk of its popularity to being easy to digest. Users retain 95% of a message when they watch it in a video, compared to only 10% when reading text (Insivia) and 59% of executives say they would rather watch a video than read text (Wordstream). So not only do a majority of your customers probably prefer video, they’ll remember more of your brand message too!
Another reason brands are investing in more video content is that it helps brands build a relationship with their audience. Trust and authenticity are key to winning over today’s consumers and video helps to establish both in numerous ways.
You can tell new visitors your brand story in under a minute with video. Or you can use live streaming to give your content a more behind-the-scenes feel that makes your followers feel like insiders. You can use quick video apps like Snapchat and Boomerang to create fun, light-hearted content that simply entertains your followers, earning their goodwill without eating up a big chunk of your marketing budget.
Video also capitalizes on consumers being more likely to trust the recommendation of a friend than an ad or other pieces of marketing. Wyzowl’s 2019 survey showed that 48% of users prefer sharing videos over other types of content. Sharing a brand’s video carries an unspoken endorsement which means social shares build brand trust and video is the content most likely to garner those shares.
Perhaps the most convenient aspect of video marketing is its adaptability. There’s a different type of video content for every day of the week – and next week too! There’s also a variety of platforms and integration options for video content, with new ones popping up all the time.
Videos can explain what your product does or what makes it different from competitors. They can convey your brand’s core values or address current events and hot topics. They can make your emails stand out in crowded inboxes and share real customers’ experience with your product.
Because it can fill a variety of roles across multiple platforms, it’s easy to tailor your video marketing strategy to your brand’s specific needs. Whatever marketing problem you’re trying to solve, video can probably address it. It’s also easy for brands to share one video across multiple platforms, so they can make the most of their content and reach as many users as possible.
For these reasons and more, almost any brand today can benefit from adding video to their marketing strategy. Do you currently use video as part of your marketing strategy?