Video is the future of marketing. As global ownership of smartphones rises and consumers spend more time online, marketers increasingly turn to video for increased customer engagement, higher ROI and better search engine rankings. But why exactly is video so important?
The simple answer is this: video is the type of content your audience wants to see.
According to HubSpot Research, over 50% of consumers want to see videos from brands over other types of content. The report also states that video on landing pages has proven to increase conversion rates by over 80%. What’s more, a whopping 90% of customers say videos help them make buying decisions.
Video: The Content Your Customers Want To See
Video is preferred by customers for a few reasons. First, video is easy to digest. It requires little effort on the customer’s end for absorbing information. Your audience can kick back and relax while learning about your brand, products or services.
Second, video gives consumers tons of information in a relatively short amount of time. A consumer is more likely to commit to watching a 3-minute video about a product or service rather than reading 3 pages’ worth of the same information. The way to win customers over is by giving them the easiest, most direct messaging channel possible.
Third, customers love video because it feels authentic and personal. Video allows your brand to give your audience a taste of your personality and show them what sets you apart from the competition. As a result, video can help your brand establish trust with your audience, and forming that genuine trust and connection with your audience is key to effective marketing.
Beyond the fact that video is consumers’ communication preference, video just makes strategic sense. Here’s why:
- Videos are SEO-friendly.
Search engines regard videos as high-quality content, so adding videos to your website can boost your page ranking and overall performance.
- Video is the best way to reach mobile users.
50% of the time people spend online is on a smartphone, and over 75% of worldwide video viewing occurs on mobile. That means reaching the massive mobile audience is best approached via video. As of June 2020, the global mobile audience is 3.5 billion people, and it’s projected that the near future will see 50% of the world’s population owning a smartphone.
- Video yields higher conversion rates.
Not only does placing a video on a landing page can increase the conversion rate by 80% — just mentioning the word “video” in an email subject line increases open rates by 19%, per Hubspot. In their 2020 Video Marketing Statistics report, Wyzowl states that 83% of video marketers say video helps with lead generation, and another 80% say video has directly boosted sales.
Video is one of the most effective and efficient methods for reaching consumers in the digital age. If you don’t already have a video marketing strategy in place, the best time to create one is now!
Check out these helpful resources for building a rock-solid video marketing plan:
- HubSpot: The Ultimate Video Marketing Starter Pack
- Buffer: A Video Marketing Guide On Creating Epic Content for Facebook, Snapchat, Twitter, and More
- Lemonlight: Video Marketing Strategy: The Ultimate Guide