Why Video Plays a Crucial Role in Your Digital Marketing Strategy
Video marketing is nothing new. It’s been around for years – before YouTube even got started. However, it’s playing an increasingly central role in digital marketing, and if you’re not using it to its full advantage, you’re leaving money on the table. Consider the fact that by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (source). Can you afford to miss out on that?
“By 2022, online videos will make up more than 82% of all consumer internet traffic
— 15 times higher than it was in 2017.”
Video Influences Engagement and Conversion
On the fence about creating a video marketing strategy, or the need to include video in your marketing content at all? Consider the fact that video can dramatically improve audience engagement and conversion.
Video Tells More, Faster
How much time does your audience spend trying to understand your product, or your company’s offerings through text-based pages? Video can dramatically reduce that time, and improve the impact of your message. It can also educate, entertain and persuade.
A Facebook executive predicted that their platform will be all video and no text by 2021. (Quartz)
Creating a video that informs and educates about a problem and how your product or service can solve the issue can be a crucial top of the funnel lead. Video that entertains can not only inform, but also reinforce brand values in the minds of viewers. Finally, video can be used to persuade your audience that you have what it takes to solve their problem or address their pain point.
“ Video is a mega trend, in a decade, video will look like as big a shift in the way we share and communicate as mobile has been.”
Mark Zuckerberg, Co-founder & CEO of Facebook
Video Marketing Strategy and Search
Google is the largest search engine in the world. What would you say is the second? Yahoo? Maybe Bing? It’s neither of those.
Interestingly enough, YouTube is the world’s second largest search engine. While uploading your videos to YouTube is a step in the right direction, it’s only one. You also need to ensure that your videos are optimized for Google search. This requires creating an optimized title, using optimized, relevant tags, creating a compelling video description, and even possibly uploading a transcript with keywords integrated so that search spiders can index the content accurately.
“50% of your content should be video. Stop looking for that blogger, start looking for that video (partner).”
Video Marketing Strategy and Brand Image and Influence
Creating a video marketing strategy is not just about audience engagement. Video content can have powerful effects on brand image, and can even influence consumer trust and the perception that your firm is an authority with expertise in your field. It can also be an integral part of brand response marketing, which helps to cement your company in the minds of the video’s viewers. At Noble Digital, we offer powerful video production and storytelling solutions to help encapsulate the essence of your brand and communicate your message.
Incorporating Social Media and Mobile into Your Video Marketing Strategy
Social media is a vital marketing tool, and video has a major role to play here. 82% of Twitter users watch video on Twitter-a level of engagement all marketers crave . 45% of users watch at least an hour of video on Facebook per week. Savvy marketers know that native Facebook videos offer 135% greater reach than posting a link to Facebook from YouTube, and create their content accordingly.
Video ads over indexed on brand association around gifting, specifically: finding gifts for all, finding great deals, and finding small gifts. (Walgreens/Pintrest case study)
It’s important to remember that most social videos are watched on mobile devices. This means a couple of things. First, your videos should be shorter when used on social networks. Most consumers prefer all videos they watch online to be two minutes or shorter. Also, while the mobile-first strategy is still alive and well, it’s crucial to remember that this is the first touch point of many.
While your video marketing strategy should include mobile and social media, you must expand beyond those channels to experience the best results.
At the end of the day, why video marketing is important is because it is a growing medium and all businesses, small and large, can have a video marketing strategy to capitalize on its growing popularity. The most important aspect to all of this is the actual narrative around your product market fit and how it fits into your customer’s journey. Once you begin to empathize with your users, they will connect with your content like never before.
Noble Digital is a creative-performance partner that helps growth companies translate their vision into an integrated marketing strategy that performs. Noble has help growth companies like: Telesign, Plated and Fundrise, and BiohmHealth to scale and hit business goals and exit goals as well as helping mid-tiers and Fortune 500s optimize their outward facing communications for maximum performance around business goals.See our talk at INBOUND on video marketing.