Content marketing has been a buzz term for many years now, but a spin-off of it has gained a great deal of traction over recent years – and that’s video marketing. It goes without saying that the success of YouTube and TikTok prove an interest in video content, but to use it successfully as a marketer takes a deeper look, solid strategies, and a keen understanding of your target audience. Keep in mind, not every business should do it, as it could be just a waste of time and money (ie: if you don’t have fun products or visuals to sell, you don’t really need video).
Let’s look at some stats. According to Oberlo, there are over 240 million digital video viewers in the U.S. as of 2020. The same report states that 54% of consumers want to see more videos from brands they support. Lastly, 86% of marketers are using video as a marketing tool today.
Still skeptical? Here are 10 benefits video marketing gives that you can’t get from any other kind of promotion.
- More engaging than print
- Easily shareable
- Easy to cross-promote
- Simple to share on multiple platforms (YouTube, Vimeo, etc.)
- Makes the buyer decision-making process easier
- Helps with SEO
- Builds trust and credibility
- Improves conversion rates
- Shows professionalism your competitors may not have
- The future shows continued interest
Another advantage of using video for your business is the ability to repurpose the content. Instagram has “Stories” and “Reels” that are great for shorter form pieces. Is there a way to edit down something you’ve already produced into smaller, more digestible content?
And for those of you who may have already tried a few videos and didn’t feel like you got the return on your investment, it could simply be that you weren’t dialed into your audience. Did you spend a lot of time in your promotion talking about your company, or did you spend time talking about how you can solve your customers’ problems? Sometimes a simple shift in mindset can resuscitate a failing video campaign.
So, whether you’re a newbie to the idea or maybe have tried with limited success, depending on your industry and type of business, this is an avenue worth pursuing and staying on. Sometimes an outside agency’s perspective is all you need to move in the right direction. So be open to outside help as well, and you just may move the needle sooner than you thought.