5 Reasons Why Video Marketing is Here to Stay

10/10/2016 10:25 am ET

It’s not a fad. It’s not a passing trend. Video marketing is a proven method of building brand awareness that gets results. Don’t believe me? Here are 5 reasons why it’s here to stay:

1. It Can Lead to More Sales

Regardless of any short-term goals along the way, the purpose of marketing, branding, and advertising is to increase revenue. Video marketing can help with that—and it doesn’t have to be a big production. Just adding a video to your website’s landing page can increase conversion by 80% and making a video that your customers actually like can both increase their purchase intent by 97% and boost brand association by 139%.

But how do you know that video marketing can really lead to more sales? Just look at the numbers: studies show that, after watching a video, 64% of consumers are more likely to make an online purchase and 65% of executives go on to visit the marketer’s website. Plus, not only is video marketing used by 96% of B2B organizations, but 73% of them report positive ROI results.

2. Consumers Love It

A successful business is one that masters the balance between give and take. If you want your customers to buy your product, you have to give them something in return. Oftentimes, it can be as simple as providing information in their preferred medium—and the people have spoken: they love video. Take a look at these stats:

  • According to YouTube, mobile video consumption actually rises 100% every year
  • One Animoto survey found four times as many respondents would rather learn about a product through video
  • Studies show that 59% of executives prefer watching videos to reading text
  • While online shopping, and compared to Baby Boomers, Millennials are 146% more likely to watch a video on a company’s site

With the average internet user spending one-third of their online activity watching videos and 88% more time on websites with video, it just makes sense to “give the people what they want”.

3. It Boosts Engagement

When customers are interested in your content, everybody wins. Did you know that incorporating video into your email can increase your click-throughs by 200-300%? And if you’re fighting the never-ending battle against opt-outs, consider this: adding a video to an introductory email has been shown to reduce unsubscribes by as much as 75%.

Whether you run a flower shop or a daycare, an appliance store or a salon, video marketing can help take your business to the next level. Savvy realtors already know this; they’ve learned that property listings which include video receive 403% more inquiries than their static counterparts.

4. Customers Trust, Understand, and Remember More

It all comes down to science. Combining audio and visuals stimulates the senses and increases a viewer’s comprehension by 74%. That means your customers are that much more likely to understand your message. It also explains why 90% of people feel product videos help during the decision process. But it gets even better:

  • 80% of consumers remember a video ad they watched within the past 30 days
  • Video ads are trusted by 36% of online customers
  • After watching a product/service video, 50% of executives search for more information
  • Animated explanatory videos lead to a 20% increase in conversion rates

If you want to build brand loyalty with your current and potential customers and help them to better understand and remember your ads, video marketing is the way to go.

5. It Lets You Share More Information in Less Time

Our culture is based on the expectation of instant gratification; consumers don’t want to pore over information, they want to absorb it in bite-sized pieces. Video marketing allows you to educate, inspire or motivate your customers, quickly giving them more for less. You’ve heard that a picture is worth a thousand words. If you think that’s impressive, listen to this: Dr. James McQuivey of Forrester Research estimates that 1 minute of video equates to 1.8 million words.

But with 60% of viewers losing interest in a video by 2 minutes, it just goes to show that shorter is often better. In fact, Jun Group reports that videos 15 seconds or less get shared 37% more than those between 30 seconds and 1 minute. Just make sure your platform is built on reliable technology; Google reports that 4 out of 5 users click away when a video stalls.

When you use the right strategy and technology, it doesn’t take much to set yourself apart from the competition, keep your customers happy, and increase revenue. And with so many consumers finding themselves engaged, entertained, and motivated to take action, it’s easy to see why video marketing is here to stay.

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