What Are the Benefits of Video Marketing?
In addition to guest posting on the UpCity blog, Atomic 8 Creative is featured as one of the Top Video Production Agencies in the United States. Check out their profile!
It’s easy for any digital marketer to sit here and say that video marketing produces a great conversion rate and that everyone should try it.
You might expect a healthy degree of skepticism to that statement—which should be the case anytime someone makes an overarching, grandiose statement on the internet. There’s no real weight behind those words without seeing proof.
So, whether you’re the kind of business leader who only goes by cold, hard facts or the one who needs to know the mechanics that support those facts, you’ve come to the right place.
Since YouTube’s inception in 2005, video marketing has evolved exponentially, and the way people interact and consume content has become instrumental in the ever-changing world of digital marketing. With the rise of TikTok and other modern social networks, video marketing has never been more relevant or versatile.
Some might argue that cultivating a content strategy that includes video isn’t worth the investment; however, the statistics indicate an overwhelming ROI every year.
Video Marketing Benefits—Numbers That Don’t Lie
A recent survey conducted by Wyzowl that collected responses from over 500 respondents found that marketers:
87% saw an increase in landing page traffic with video marketing.
82% reported an increase in average duration on site.
94% said that video was instrumental in helping their audience understand a product or service.
86% claimed video helped them gain leads.
81% saw a direct increase in sales with video marketing.
93% said video helped with brand awareness.
87% reported an overall good ROI with video marketing.
And that’s just the results from their December 2021 results! Wyzowl also has an archive of surveys from other years so that you can see how video marketing has made an impact throughout the past few years.
If you’re interested in another in-depth look at what video marketing can do for you, check out HubSpot’s list of marketing statistics for 2022.
It’s always great to have a set of data points, but it doesn’t fully explain how video marketing obtains those results. With a solid strategy geared towards your company’s target audience and specific needs, video benefits multiple aspects of your overall digital marketing efforts.
1. Video Builds Credibility
One way that video marketing benefits businesses are that it inherently tells a story, building trust and credibility with your audience. Almost anyone can publish blogs or write in detail about the services you offer. While written content is imperative to your digital marketing strategy, it doesn’t have the same edge as high-quality video.
Generally, people retain 95% of a video’s message compared to 10% when reading text, which means leaving a more significant and longer-lasting impression. Investing in video marketing enables you to engage with your audience and feature your services in a way that shows how your company can add value to your clients’ lives.
Establishing a relationship with your audience and building credibility is the first of many ROIs. One of the great things about digital marketing is that one positive effect almost always enhances or informs another benefit.
2. Video Improves SEO
As your video builds credibility with prospective customers, your site’s search engine optimization will likely improve. If you’ve embedded your video directly onto your website, people will spend more time on your site, which boosts your average session duration.
When search engines see a longer session duration, it indicates that people find your website helpful, increasing your SEO. Types of content like long-form videos, tutorials, webinars, and live stream recordings can attract visitors that will stick around for quite a long time. These signals also bolster your site’s SEO through incoming traffic and click-through rates. The Google algorithm knows that people tend to prefer video content over text, so it tends to prioritize websites with video posts. In your online searches, you may have even noticed that Google pushes videos that address your query to the top of the results.
Lastly, if you have a quality, engaging video, people are more likely to click through your site to learn more about your company. So, if you also have a website designed to convert leads, you increase the odds of bringing in more potential customers—all from one video!
Bonus tip: Leveraging things transcripts, subtitles, and closed captions can help extend the reach of your posts and allow you to repurpose content into multiple posts. Post a short video on Snapchat one day, do a live video on the topic on LinkedIn or Facebook Live, then publish a blog post with the video attached and the transcript.
Bonus tip 2: Split longer Youtube videos into multiple smaller social media videos to maximize your content ROI. Depending on the type of videos you’re producing, each video should be able to be repurposed as Instagram stories, Reels, or tweets. Social media posts with video receive higher engagement than text-based posts, so give your social media content a better chance at success!
3. Video Converts
As previously suggested, it’s a lot more challenging to establish a connection with your audience through the written word. A great way to build a relationship with prospective clients is to create an eye-catching explainer video that attracts your audience’s attention. This presents an excellent opportunity for your audience to get exclusive insight into your business’ personality, know-how, services, and products. When people feel like they can connect with you on a personal level or that they share your values, they’re more likely to invest in your company.
4. Video Is Versatile
Regardless of how you quantify ROI, there is a video strategy for you. While most companies would agree that an increase in sales and conversions might be the ultimate goal as far as metrics are concerned, there are several indirect ways that video can help you achieve that.
For instance, an Our Story video allows your target audience to get to know your business on a personal level. While the video itself is less sales-oriented, it offers prospective customers insight into your brand. Using an Our Story video might also be great for gaining traction on social media platforms so that you can build a burgeoning community around your brand.
All of this goes to show that there is plenty of data and solid explanation to back up the numerous ROI and benefits of video marketing, which begs the question: How do you get started?
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Video Marketing Works: What Happens Now?
While anyone with a smartphone can technically make a video, it’s essential to remember that the success of video marketing lies within strategy and quality. Developing a successful video requires a lot of background work, development, time, and expertise.
Just like you wouldn’t have your IT person take on a sales call (or have your best salesperson attempt to fix your internet server), you’ll want to invest in a professional who will capture your voice in a quality piece of content and help you meet the goals specific to your company.
Whether you’re looking to generate more leads, tell your company’s story, launch a special promotion video, diversify your content marketing, or showcase your best testimonials, working with a video marketing expert will ensure that your website and social media pages feature the highest quality content catered to your needs.
About the author
Corey Kelly, CEO and Founder of Triton Commerce and Atomic 8 Creative, is passionate about equipping businesses with innovative, digital marketing solutions for optimal growth and brand awareness.