It seems as though every time we look up the stats of video for businesses and marketing, it has continued to gain momentum. Early this year, Mark Zuckerburg announced that Facebook and their family of apps were going to continue to focus on promoting video first, as it is a “megatrend.” True to his word, we’ve noticed an uptick in videos shared on the homepage and have discovered the world of Facebook Video. Video is entertaining and informing viewers all across social media, email, and websites.
While videos are great for capturing attention and communicating, they are transitioning into more of a necessity then a bonus. Good use of video can be a winning element of your marketing strategy! We’ve all heard before how they boost SEO and increase time spent on websites, but there are several more ways they help turn casual searchers into loyal customers.
Credibility
When a business has a good presence on their social media, they cast the flavor of their choice into first impressions. With good social media presence, they appear like experts in their field, personal with their followers, and honest in their craft. Not only that, they set themselves apart as being with the times. According to a report by Animoto, 58% of the survey respondents considered brands that produce video content to be more trustworthy. But businesses don’t have to make the customer take their word for it. Reviews and testimonials speak even more loudly. These 2018 stats were pulled together revealing “23% online shoppers are influenced by social media recommendations, and 84% of online shoppers in the USA review at least one social media site before making a purchase.”
Ease of Information
Have you ever found yourself searching on a website which struggled to load the content, or considered purchasing an item only to find out there were extra steps or hidden costs? How quickly did you say, “forget it,” and seek out a more amiable resource? If you’re like many online searchers or shoppers, not long at all. More and more, consumers want the ability to get all of their information before they commit to buy. And they want to do so without having to talk to humans or wait. This can be seen in that “Nearly 50% of internet users look for videos related to a product or service before visiting a store.” (Google) Some of the more effective types of videos for marketing to consumers’ need for information include tutorial videos and demonstration videos. For example, demonstration videos were helpful to “80% of consumers” looking to make purchases. (Blue Corona) Show them how you can fulfill their need.
Warning to the Wise
As a reminder, a great video starts with great content. Viewers are looking for expert information, personal connection, sharable entertainment, and a great deal. “43% of people want to see more video content from marketers.” (HubSpot) This is the time to show what you have with the world! With that said, you still can’t shove it in people’s faces. Another statistic from HubSpot warns that “82% of consumers have closed a browser or exited a webpage because of an autoplaying online video ad.” Half of your viewers will skip online video ads. Meanwhile “two-thirds of consumers prefer video under 60 seconds.” (Insivia) To combat for their attention, give them value for their time. And remember, “85% of Facebook videos are watched without sound” (Digiday), so make it easy for passersby through added subtitles.
The Win
You may have noted several key words pop up periodically: personal, value, informative…. These are the elements of good storytelling. That’s the essence of what good video marketing does. Videos allow marketers to connect with consumers and create an emotion—trust, motivation, and safety to name a few. Instead of clamoring for them to make a purchase, good storytelling inspires. Instead of selling, share, invite. Through your business’ stories, you lay the ground work for happy and loyal customers. A passing consumer easily gains information through tutorials and informational videos. Reviews and testimonials settle questions and doubts. Short video length and subtitles deliver the valuable content customers are looking for. Best of all, once your videos are sent out on social media, emails, and your website, they continue to share your story with every play.
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