What is Video Content Marketing?
Video marketing is a type of digital marketing where brands create videos to enhance their online presence. It is usually uploaded on websites or published on social media channels such as YouTube, Facebook, TikTok, and Instagram.
Content videos can be used for live videos, animated videos, webinars, and screen recordings. A recent survey done by Hubspot of effective marketing trends in 2024 have shown how much the following methods generated strong results:
- 56% of marketers planned to invest in short-form video, the top trend in 2024 (HubSpot State of Marketing Report, 2024). (Source: https://www.hubspot.com/marketing-statistics)
- 73% of consumers prefer to watch a short-form video to learn about a product or service (The Leap, 2023). (Source: https://www.hubspot.com/marketing-statistics)
In a recent survey by Wyzowl, 92% of marketers said that video content gives them positive ROI. Digital marketing videos are so popular because they enable small business brands to:
- advertise their product affordably.
- deliver information or explain complex information quickly.
- easily create content with video editing software that marketers can use to edit and publish videos
With all these advantages, it’s easy to see why marketers prefer video to other forms of content and why it's so important for small businesses that want to grow.
Let’s examine the importance of marketing with video content and why you should get started with it immediately.
Why video marketing is so powerful:
1. Video Content Simplifies Customer Education About your Products or Services
When you launch a new product or service, there’s no better way to educate your potential customer about it than through an explainer video. You can present your product with a product manual or write an informative blog post, but potential customers want to see your product on a high-quality marketing video.
The Wyzowl study mentioned that 73% of customers prefer to watch a short video to learn about a product. This is compared to 11% who would rather read a text-based post, 4% who would rather view an infographic, and 3% who would rather download an ebook.
As you can see, nothing compares to marketing videos informing potential customers about a product. Since customers only buy a product after understanding how it will help them, adding video content to your social media marketing strategy is advisable.
2. Video Content Builds Credibility
Video content helps brands boost their credibility. Whether you’re a small business or an established brand, credibility is one of the crucial elements for growth. Without it, you will struggle to convince potential customers to purchase.
Social media influencers create short videos to increase brand awareness and boost sales. This shows potential customers your credibility, which can greatly impact their buying decisions. When customers see someone they know or someone with similar needs recommend a product, they are likelier to buy it.
A great way to demonstrate your credibility is by sharing the testimonials of real customers who have purchased your products or services. Video testimonials allow you to capture the joy and sheer delight of customers who are happy with the purchase. By sharing the video testimonials of happy customers on your website or using the Google review widget, you can establish yourself as a credible brand that new customers can trust. This will draw more people to your brand and help you generate greater sales.
3. People Love Watching Video
Another reason to use video marketing is that people simply love video. Modern consumers don’t want to spend much time and effort consuming information. They’re busy and don’t have the time to read long posts like this one on lead generation software. Instead, they’d be happy with a video on the same topic explaining all the information in a few minutes. That’s why a great video marketing strategy would be repurposing a blog post into video content. This can help you make the best of both worlds.
There are many stats to illustrate just how much people love video:
- Internet users watch more than 1 billion hours of YouTube videos every day
- Twitter recently revealed that they receive 2 billion video views on the platform every day
- Facebook users watch more than 100 million hours of video every day
As you can see, people can’t get enough of video and you risk missing out on the most popular way people consume content if you’re not creating video content.
4. It’s Good for SEO
Creating YouTube videos targeting the common search terms in your niche is a great way to increase the search rankings while bringing in more traffic to your website. Since Google ranks videos in the SERPs, using common search terms is a great way to move up the search rankings mainly because you can show up on the video search page on Google as well.
For example, the search term “How to edit videos” shows several videos below the top-ranking post on the search results.
Moreover, the top-ranking YouTube video by Justin Brown guides viewers on how to edit and enhance a video using different software.
In its blog on "How to Start a Garden in 8 Simple Steps" Growing In The Garden has embedded a YouTube video. The 8-minute video summarizes the post and increases the time visitors spend on the site.
Besides improving your visibility on Google, video content marketing also increases the time visitors spend on your website watching your videos. This dwell time helps establish your credibility and improve your ranking on Google.
5. Video Appeals to Mobile Users
Did you know that users are more likely to watch videos on their mobile phones than desktops?
Well, in 2024, there were 2.33 billion mobile device video viewers, and that number has risen steadily. This statistic demonstrates the importance of video marketing strategy in generating traffic and that there will be more of a demand for entertaining video content. Brands can appeal to mobile users by creating short-form video content like Instagram Reels, TikTok videos, and Facebook Stories.
6. Importance of video content on social media
Video content is so easily shareable that it presents brands with a powerful way to spread their message in a manner that’s easily accessible to large audiences. Brands that want to go viral online should prioritize video content since users are twice as likely to share video content than any other type, as per the Wyzowl study cited earlier.
Brands are now creating shoppable videos and sharing them on live-streaming video shopping events to sell their products and services through social sharing of videos. Social sharing will improve your online visibility and drive more website traffic. This will help make more people aware of your brand and generate greater sales through strategic product promotion.
7. Helps convert your emails
Email is a powerful marketing tool that can boost sales and website traffic while generating a list of leads but it can be difficult to get potential customers to open your email. Before starting an email marketing campaign review these numbers from an article by Hubspot:
- The number of global email users is projected to grow to 4.74 billion by 2026 (Statista, 2022).
- 59% of Americans say that most incoming emails are not useful (Edison Mail, 2023).
- Receiving too many emails is why consumers unsubscribe (Gartner, 2022)
- 40% of email users have at least 50 unread messages (MailButler, 2023).
- 22% of marketers send two or three marketing emails per day, and 21% send daily emails (HubSpot Research, 2023).
These statistics show that any email you send needs to be different. Video content is a great way to send your message across in a creative and captivating way. According to Hubspot's 2024 Marketing Survey short-form video is the most popular format that will increase brand growth in 2024. Including video content in your marketing emails will set it apart from others as well as creativity in getting your message across in a way that will show results.
FAQ
- Why does video marketing improve brand awareness?
A brand’s success in today’s oversaturated marketplace depends on its ability to gain attention and build an audience.
- What types of video content are most popular?
Short-form video is the most popular type of video that offers an increase in investment. Such videos are often used on TikTok, Instagram and YouTube.
- How to create content for my video?
Creating a clear and convincing script is key to a polished video. Having a script helps you organize your thoughts and stay focused on the camera.
- What is SEO?
SEO is an acronym for search engine optimization which helps search engines understand your content and helps users find your site. How to Create an SEO Strategy for 2024 [Template Included]
- How can I show my brand is credible and trustworthy?
Including video testimonials can help you a great deal when a new potential customer is considering whether to trust you or not. 92% of consumers have claimed that online reviews and testimonials heavily impact their purchasing decisions.
Conclusion
When used correctly, video content is an effective medium that allows brands to communicate with their customers that’s impossible with other forms of content. I hope you now understand the importance of marketing with video content and are ready to use it in your next campaigns.
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Author Bio - Gaurav Sharma
Gaurav Sharma is the founder and CEO of Attrock, a results-driven digital marketing company. Grew an agency from 5-figure to 7-figure revenue in just two years | 10X leads | 2.8X conversions | 300K organic monthly traffic. He also contributes to top publications like HuffPost, Adweek, Business 2 Community, TechCrunch, and more.
Gravatar Email: gauravs@attrock.com
