Video in Marketing: Visuals Speak Louder than Words

female shooting video for cosmetics

If you are a business owner or marketing strategist, you know that video is an essential channel for marketers and should be an integral part of your marketing campaign. According to a recent study by Web Marketing Video Council, at least 60 percent of companies are currently using video on various social networks.

From conventional TV commercials and ads in the 1960s to today’s Snapchat, YouTube, Vimeo, and Facebook Live, there is no doubt that video has now become a staple of our daily lives.

If a picture is worth a thousand words, a video is worth that much more. Visual marketing is much more engaging than other traditional content strategies.

Did you know that people today spend one-third of their total time watching online videos? So, it is no secret that this is where the views are, and advertising dollars follow. Plus, according to Google, 6 out of 10 prefer online video platforms to traditional TV. There is definitely a trend for video content, especially in digital marketing.

Brands and consumers are using social media platforms, such as Facebook and YouTube, to create and consume videos at a staggering rate. A Cisco study has revealed that one million minutes of video will move across the internet every second by early 2021. So, it is evident that brands ignoring video content will certainly be left behind.

Benefits of Video Marketing

two young females in front of video camera

It’s probably pretty apparent now that video as a means of marketing is no longer just a creative option for your business – it is a necessity. Video marketing is great for your brand as it does all the work that conventional marketing does; however, it amplifies its effects on the human brain. Keep in mind that humans are visual creatures so pictures speak louder than words. This is why we cannot help but be drawn to and engaged by moving images and clips, whether they show a feline jumping into a box or a stranger opening their recent order.

Businesses can use videos to express complicated concepts, as well as inspire and facilitate marketing-specific conversions (such as demos, subscriptions, trials, and more). Or even just sharing fun stories with or about customers.

Video marketing is appealing as it delivers plenty of information in a brief amount of time. Also, it does not hurt that this engaging storytelling format appeals to multiple senses.

Improve Your Google Ranking

Did you know that video is not just excellent for increasing traffic and driving more sales; it also captures and holds visitors’ attention?

The amount of time a visitor spends on your webpage after a Google search can considerably impact how high you appear in the search results. This factor of dwell time is a crucial Google ranking factor, as per Backlinko. Thus, video content can help improve your business website’s ranking on SERPs (search engine results pages), making it ideal for SEO.

So, more prolonged exposure benefits your business in two ways. It increases trust for consumers and alerts search engines, like Google and Bing, to good content.

Enhance Mobile Marketing

Mobile continues to grow in popularity as the main means of accessing information online. Video is now ideal for mobile marketing with increased bandwidth and better technology. According to YouTube, mobile video consumption increases by 100% every year. And keep in mind that as people prefer watching video content on the go with an increase in smartphone users, your video audience will keep getting bigger.

People generally view video content on mobile devices on the full screen. As a result, you can know that the audience is getting the full visual experience.

Female on laptop typing and smiling

Trust and Emotional Connection

Remember that marketing aims to create and sustain long-term relationships with your consumers built on trust. There is no doubt that trust is at the core of the most effective marketing campaigns.

One of the best ways to develop a relationship with your audience is through face to face interaction; however, this is not realistic for all growing businesses.

The good news is that you can easily capture that sentiment and emotions in the form of video content. Video marketing can create connections that other content formats simply can’t.

The power of visual lies in its ability to evoke various emotions, unlike most other media. Video is useful as it allows you to use facial expressions, tone of voice, and emotional music in your favor. You cannot do that with infographics or a blog post.

Video can Augment Your Email Marketing Campaigns

As most of us get inundated with email, note that getting somebody to open your email is now a big challenge. Did you know that just using “video” in your email’s subject line can help increase open rates while decreasing unsubscribe rates?

Including a video in an email usually leads to a 19% increase in open rates and 65% in click-through rates!

Video Improves Your ROI

Here is another stat that will convince you to use video. For 88% of marketers, video marketing provides them with positive ROI – not an easy feat. While video production is not the simplest or cheapest task, it is no secret that it can pay off big time.

If you want to improve your digital marketing, you should have a complete and in-depth understanding of the power of video and visual communication as marketing tools.

Engaging and amazing videos are no longer just a ‘nice-to-have’ part of your marketing strategy, you will have to learn to incorporate video and visual content into your content marketing to remain competitive and relevant.

So, you might be wondering what makes an excellent video? Is it about keeping viewers engaged and informed? Is it merely a good and entertaining story? Or perhaps, it is just about reaching the right audience at the right time?

Honestly, it is not just a single factor. Here are some ideas to make your next video a success.

Video Marketing: Tips and Secrets

young boy yelling with talking bubble on chalkboard

Recount Stories

Stories can reel your audience in and keep them both eager and connected. This is why fusing stories into your videos is an excellent method to increase viewer commitment. Rather than just presenting facts about your company and products, you should search for new approaches to tell engaging stories with your video content.

If you would like your videos to be watched, it has to create some value for your viewers. Pure advertising videos about your brand are likely to be ignored. So, while communicating brand voice, make sure you incorporate meaning too.

Use the First Couple of Seconds Intelligently

You probably know that attention spans online are quite short. On average, you’ve only got 8.5 seconds. The old saying: “You only get one chance to make a first impression” could not be more true for videos.

When creating successful and effective videos for your brand, you have to bring your story to life quickly to immediately capture attention as people scroll through their online feeds. In the opening seconds, you have to give clarity to what the video is about and give your viewers confidence and assurance that what they are about to see is worth their time.

Optimize your Video Content

Making sure that your video content is optimized to get as much exposure and engagement as possible is essential. Depending upon the channels that you choose to launch your campaigns, you’ll need to keep a keen watch on relevant keywords.

You may also include exciting invitations to take action, urging individuals to visit your website, sign up for a webinar, or visit a presentation page that has a unique offer.

For Facebook, optimization means keeping your videos short and sweet, adding captions, and uploading videos directly to the channel. In contrast, for YouTube, long-form videos are popular too. And you’ll usually wait two or more weeks after the video launches in order to make some tweaks.

Keep Sharing

You have to share your video across different social media channels and numerous blogs to get the best results. Note that the more often you share your video, the more visible it will be.

And just like with link building, if numerous sites pick up your video, search engines will view this visual content as more powerful and engaging, which can considerably improve your organic ranking on search engines for the video.

Final Thoughts

As a majority of consumers use videos to help make purchasing decisions, it is one of the best ways to reach your audience in the modern digital age, particularly on mobile and social media platforms.

Whether you run a large organization or manage a small company, you can’t avoid the fact that video is now essential for your business.

With Snapwire you can make sure you leave the right impression.

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