Some marketers have felt the need to rethink their approach due to the overwhelming amount of content competing for consumers’ attention in today’s digital world. However, despite the abundance of products on the market, customers’ appetite for acquisition remains strong. Therefore, it is up to communicators to figure out how to stand out from the crowd and get the attention of their intended audience.
In studies examining the impact of various advertising mediums on consumer behavior, video has repeatedly been cited as one of the most successful strategies to reach your target audience since the advent of digital technology.
However, only a few marketers paid attention. Instead, they concentrated on previously performed channels, such as website optimization, email marketing, PPC (pay-per-click), content marketing, and social media. The formerly clear distinctions among these channels have begun to blur, however, since it has been widely acknowledged that combining them is the best way to ensure a campaign’s success.
On the other hand, recent research has shown that video material, such as “how-to” tutorials (which depict real people using the product), has a significant impact on the purchasing decisions made by consumers. Consumers rely on these films for making purchasing selections in addition to online reviews uploaded on third-party websites and websites specializing in online shopping.
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Why Video marketing?
When we talk about “using video for marketing,” we refer to combining video methods into a marketing plan to promote a brand, product, service, or message. Your audience will be more informed through the use of video marketing, and this will assist in enhancing their interaction across social and digital media.
It is easy to use video for marketing purposes; doing so is rather straightforward. Your marketing team produces videos to directly or indirectly promote your company and brand, increase sales, raise awareness of your firm’s products and services, or engage existing customers and new stakeholders. Such ads could concern companies’ best web hosting services such as dedicated servers hosting, VPS Windows server or VPS servers, shared hosting and cloud hosting, etc. Data is the foundation of the video marketing field. In light of this, your company’s marketing staff needs to engage in conversation with consumers and keep an eye on relevant key performance indicators (KPIs).
There’s no denying that video marketing is more engaging than any other type of advertising. Thanks to technological advancements, even cell phones may be utilized in video marketing campaigns, making production costs much more reasonable. In addition to being comprehensible, it is also interesting.
The marketing industry can no longer ignore the exponential rise of online video. By 2023, it is predicted that more than 3.5 billion individuals will regularly consume digital video material. That’s around fifty percent of the whole human population. The explosion in popularity of micro-videos is a major factor in the proliferation of video Marketing.
Customers in 2022 are more interested in watching videos than reading articles. B2B and B2C businesses alike may benefit greatly from the use of video content. Later-stage audiences are more susceptible to the persuasive power of video, making it simpler to connect with them without using a traditional sales force. Providing a video explanation can greatly increase conversions. Video content is highly effective since it can more easily adapt to the viewer’s preferences.
To make your videos relevant to this audience, you’ll need to monitor current trends and anticipate future developments in the industry. Creating video is an art form; viewers appreciate it when creators experiment with the medium. Despite this, it has come to light that video marketing plays a significant part in the modern world. It is mostly attributable to the proliferation of the internet and social networking sites.
How do Video Marketing Tactics Affect Consumer Behavior?
A brand’s ability to connect with its target audience on a deeper and more individual level is one of the primary reasons why video marketing can hugely impact a business. Video enables the brand to engage with the audience and creatively showcase a product’s or service’s characteristics. Video can also educate the audience about business, provide value through entertainment, and endorse essential products and campaigns, all while developing the brand’s credibility and trust with customers.
Customers do not just utilize video from their homes, which is quite stimulating. According to the most recent information from Google, the survey indicated that 55% of consumers watched internet videos while shopping in-store for products. In most cases, customers will bring out their cellphones, perform a quick search, and then watch a video to acquire instant expertise and information regarding the product. The same survey conducted by Google found that more than fifty percent of buyers watch videos online to help them decide which products and brands to purchase. In the most basic sense, customers use their mobile devices to watch a brief video and then research other companies and other goods’ benefits and drawbacks.
1. Video Captures the Lazy Buyers
Video content is not only an excellent educational resource, but it is also quite simple to consume.
Even the most disinterested consumers can’t resist watching a video. The popularity of videos has skyrocketed in recent years, and it continues to be an extremely effective medium.
It is unrealistic to expect people to have the time to read lengthy product descriptions or do in-depth research on services in today’s world. Today’s consumers expect that they should be able to witness the product being used. The desire for video is one of the most crucial driving variables that should be considered when deciding whether or not to use video in your content marketing.
Video marketing has the potential to reach a large number of people across a variety of demographics, and it is effective on several fronts. Even the laziest of them all. Ensure you are targeting not just the potential customer’s eyes but also their ears while communicating with them. Your edge over the competition gains a whole new level of strength.
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2. Video Encourages Social Shares
If you have recently joined any social media network, you might have seen some video content within the first ten seconds of your experience. This is because video material performs best with most algorithms. After all, it can hold a viewer’s interest for longer. That’s why videos perform better than any other content format on Instagram. Video tweets receive ten times as many likes and retweets as those without. Social media platforms also facilitate the acceptance of new features, many of which are tied to video content.
Additionally, the new features offered by social media platforms prioritize uploading video material. Facebook has recently introduced several video-centric social apps, including 360 Video, Live Video, and the teen-focused app Life stage. Instagram has introduced 60-second videos and Stories, and Twitter offers Periscope for live-streaming videos. In addition, YouTube is currently the social network that has the second most users worldwide.
On the other hand, video marketers need to remember that when it comes to social media, people express their feelings, not the facts. Make fun and entertaining videos to inspire people to share them online. Emotions differ from return on investment (ROI), but social sharing can bring more people to your website, and you can take it from there.
3. Video Builds Trust
Conversion rates and sales are directly correlated to trust levels. However, establishing trust should be an objective in and of itself. The foundation of content marketing is built on building relationships of trust and staying in touch with customers over time. Give up trying to persuade people to buy from you and instead focus on giving them the knowledge that is both fascinating and helpful.
In the modern world, it is not enough to have great content; you also need to have the most influential people in your audience sharing and endorsing your content.
The video covers everything. Video content is especially effective at capturing our attention and touching our hearts. And if we’re talking about the most influential people in the audience, we can’t ignore the fact that YouTube stars are now the most significant social media figures to promote a brand. Consequently, if you are serious about content marketing, you must also be serious about video.
Using promotional movies is another effective method of gaining consumers’ trust. Some customers are still reluctant to make purchases of goods and services through the internet because they are concerned about being cheated or scammed. However, successful marketing videos use a conversational format to present the things they sell. Customers report feeling more comfortable making purchases online due to the videos’ ability to convey a sense of individualization in the company’s approach.
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4. Video Evokes Emotions Better Than Words
Because of its ability to pique both visual and auditory interest, a video can have a much greater impact on potential buyers than just words. In a contest between text and video, the footage emerges victorious. There is simply no other option. Compared to just plain text, the use of video has a considerably larger probability of attracting your viewer’s attention, which is an important factor in consumer engagement.
Because of this, you have to be employing video to strengthen the emails and communications you send out daily to clients, prospects, and team members. To improve the effectiveness of your communications with clients and others, you can send video attachments via email or text message. Video is superior to simple text on almost every occasion because it can capture information that the cursor cannot.
Due to the availability of brand-new video-editing software and technological advancements, making a video on your own is now quite simple. It is no longer necessary to film videos using expensive and sophisticated video equipment. Instead, you only require a webcam already incorporated into your computer or smartphone. In the same spirit, you have access to a wide variety of video apps, software, editors, and other tools that can improve the quality of your footage and make the process of uploading a video more manageable.
In addition, because you have so many alternatives at your disposal, the production of video material may now be completed even more quickly than text. It will take you about the same time to pull out your phone, film a brief video, and send it out as it will for you to type out and carefully craft an email with correct grammar.
5. Popularity Compared to Other Mediums
Videos are watched more than any other type of entertainment together worldwide. Videos have even reached viewers who have never picked up a book or newspaper in their entire lives. On YouTube, about 4 billion hours of video are consumed daily. A massive market has yet to be exploited, and marketers can take this opportunity. Video marketing makes it possible to quickly educate and inform customers about a product in a way that takes up little of their time. Delivering a strong message in as little as two or three minutes is possible. The audience is kept entertained and is prevented from becoming bored since the message is typically conveyed as an interesting story. One of the primary advantages that video advertisements provide is the potential to give you a competitive advantage and have been shown to raise the business volume by almost 50%.
6. Lead Generation
The use of videos in marketing campaigns significantly impacts sales conversion and lead generation. Videos provide a significant financial opportunity. If you have a video demonstrating your goods, you may increase sales by 80 percent by adding it to your landing page. Customers are encouraged to purchase or continue their research on a website after being prompted by video marketing, which increases the likelihood of generating new leads. The video should be kept brief and have an engaging hook to capture the customer’s attention immediately. Depending on the purpose, the video should either indicate how the product may be used to solve a problem or pique the viewer’s interest in learning more about the product. Another advantage of video marketing is that it improves product sales by about forty percent if a video is put to the product description on a website. The use of videos in advertising has this benefit. This big rise demonstrates how successful a video advertisement can be.
7. Cost Friendly and High ROI
Compared with traditional channels such as print and television, the reach of video marketing done on online platforms is much greater, and the cost is much lower. A print ad is forgotten one day after being printed, and the printed material may one day be discarded and rot in a scrapyard. An advertisement on television will incur costs each time it is broadcast, and hoardings and banners are also expensive because they are typically placed in highly visible and desirable real estate areas. Your online video advertisements can be tailored to your target demographic, resulting in lower production costs, more sales conversion, and an increased return on investment. An investigation of the advantages of video marketing revealed that, for fifty-two percent of consumers, it produced a higher return on investment (ROI) than any of the other mediums. This positive evidence shows that video marketing is more effective at converting customers than different types of advertising.
WHAT’S NEXT?
The trend toward shorter videos is likely to continue. Social media sites such as TikTok and Instagram are excellently setting the tone for this trend. These two formats are the center of attention for video trends. You can easily conduct market research by visiting the explore sites on these platforms. You can also look at what other firms are doing in terms of TikTok and reels. There is such a wide variety of approaches to take to do this.
Textual information may be more informative, but video content helps you connect with your audience emotionally and keeps their attention longer. You can boost conversions with this form of personalization, which will lead to an increase in sales and income. Your users will become devoted, long-term clients as a direct consequence of this, increasing your brand’s power.
1. The Email With Embedded Video
Everyone, realistically, has at least 200 emails in their inbox that they still need to read. Sending out email campaigns or newsletters with video material is a great way to give them a fresh new spin. There is talk of a 200-300% boost in click-through rate just by using the word “video” in the subject line. This explains why more and more companies are including video in their email marketing efforts. There’s a wide variety of approaches that might be taken in the production of such content. Two of the most common promotional videos are introducing your business to potential customers or demonstrating a product. You can increase engagement, information retention, and persuasion using video included in your email approach. Videos have a clear edge over other forms of media, so why not incorporate them into your overall marketing strategy?
2. Video On Social Media
On social networking sites, the usage of video could be more utilized. Surprisingly, video material on Facebook only accounts for 14% of the platform’s total content, whereas Instagram and Twitter each provide 11% and 5%, respectively. Videos are an excellent tool for gaining and maintaining the audience’s attention for an extended period. It is quite simple to persuade someone to view a video that is only 15 seconds long, yet, it is rather more difficult to get someone to read a blog post that is four pages long. Most big platforms have dedicated areas for users to produce high-quality videos. TikTok is, without a doubt, ruling supreme regarding social video content. Still, Instagram is also a fantastic medium for seeing your films by a wider audience. Reels and TikToks are wonderful methods to publish short videos that convey a story about your company. If you want to do this, make sure the videos are compelling.
3. Use Video On Website
Google likes video content. Including a video on your website offers more ways for users to interact with it and boosts your site’s position in search results. Regarding search engine optimization, video material is more successful than other types of content since Google is aware that it is what customers are looking for. Moreover, 96% of consumers have engaged in watching an explainer video to get more information about a certain product or service. 86% of customers polled in 2020 expressed a desire for more video content to be produced by brands. People like video because it makes them feel less forceful and more helpful or personal. This is one reason why video is so popular.
4. Live Video Streaming
The popularity of live video streaming is growing. This content source offers readers a real glimpse inside your organization, and as if that weren’t enough, it also serves a dual purpose as ephemeral content. Live streaming allows you to display content that is frequently less polished than images or videos that have been previously produced. Because it enables a more inbound approach to learn more about your brand and allows them to ask questions about your products and services in a more relaxed setting, the result is a more genuine engagement with your target audience. This is because it allows for more inbound approaches to be taken.
With a current market value of USD 38310 million, the live-streaming industry is expected to grow at a CAGR of 16.14% from 2022-2028. The ever-increasing number of people interested in e-sports and video games should result in expanding opportunities for the Live Streaming market, the increasing popularity of live-streaming video over posting on social media platforms, the proliferation of smartphone use, and the advent of faster internet. In addition, a new trend in the live broadcasting market is adopting innovative technology in the digital media industry. This is an example of a recent development.
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Final Thoughts
The primary reason video content is gaining such widespread popularity is that the vast majority of people prefer to consume visual content, particularly videos, to written text. The consumption of video information is made extremely simple, making it an excellent educational tool. People need more time or energy to read lengthy product descriptions; it’s just too much information! Your target audience wants to see your business in action through video marketing.
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