As a marketer or business owner, it’s natural to doubt the effectiveness of video advertising, overlook it among other marketing channels with easier-to-produce assets, or maybe you have successfully acquired customers without ever getting into video ad production.
But the world has dramatically changed over the last few years. From the periphery, video advertising has now become the mainstay of marketing communications. The brands that successfully engage with customers are those that use the power of video storytelling for their businesses.
The numbers tell the story:
- About 78 percent of people watch videos every week out of which around 55 percent watch them every day
- YouTube is the world’s second-largest search engine
- Watching videos is 1/3 of all internet activity
- On Instagram, videos are more engaging than any other kind of content
- Close to 40 percent of people contact a vendor after watching their video
Video’s surge in popularity is not a fad but here to stay. Brand managers and small business owners across categories are focusing on how to market with video because it provides demonstrable results. Here are six reasons that explain the power of video storytelling for businesses.
6 reasons why video ads are effective
Video ads attract customers
Around 80 percent of people can remember a video they have seen in the previous month. That’s not surprising since professionally shot video advertising can easily attract customers. While static visuals are interesting, they become predictable beyond a point. Short or long-form articles are too tedious to read. But videos? They are effortless to watch.
You don’t have to set aside time to watch a video, unlike an article or an infographic. Users can watch it while on a coffee break or during a commercial break on television. Secondly, a video can tell a story. Sure, an article can also do that, but the onus would be on the reader. Professionally shot videos can convert any brief into an interesting story form that will keep the viewers hooked.
Videos are sharable
If you liked an article and share it with your friends, they know that it will take some time to read it. They may have to scroll through the text or open a link. Those entry barriers could prevent them from accessing the content. But a video requires little effort. If you like it, you can immediately forward it and correctly assume that the receiver would watch it in a matter of minutes.
Ease of sharing gives creative videos an organic reach without the help of the producer or the brand. If the video is captivating, users will do the rest. They will share it with friends and on their social media feeds, which exponentially amplifies your marketing reach.
Videos can be about anything
As several of our partners have found out, you can make a video about anything. Do you want to launch a brand, announce a new line of products or services, give out instructional content, or tour your offices to interest vendors and future hires? Video can deliver all that.
Content variety is also why viewers don’t get tired of videos. What they see on their social media feed, browsing online, television and messaging platforms are a variety of videos, from unboxing to frequently asked questions.
Videos are creative expressions
A creatively shot video is a form of art. You can use video advertising to tell a heartfelt story about your brand’s origins. You can use them to demonstrate how to use your product. You can use them to introduce your employees and humanize your organization.
You can use videos to elicit empathy, wonder, or laughter. Few forms of content can deliver that in a matter of minutes.
This high degree of engagement is what differentiates video from non-video content. You can use video storytelling for businesses to craft brand stories that can be a reusable asset for years. In other words, good creative equals great marketing.
Videos are mobile-friendly
Just think about the last time you saw a short video and you will know that the format is designed for mobile phones. With an article or image, you may have to adjust the screen size or zoom in to read on your smartphone. But with videos, you don’t have to do anything.
That’s why people spend around 3.7 hours on their mobile devices every day, with an average ½ hour of that time spent watching videos. Since e-commerce is mostly done through mobile phones now, videos are also a compelling last-minute communication tool. They can persuade customers with a call to action to buy your products or services when it’s most relevant.
Videos help in SEO
You want users to find your website and social media posts. Videos are a great way to get that organic traffic. Search engine algorithms love videos as they connote credibility and authority. When you post a video on the landing page of your website, you can increase conversion by a whopping 80 percent!
An official channel for your brand on YouTube will dramatically amplify your presence. Facebook, Twitter, Instagram, and other social media platforms are also increasingly preferring videos over other forms of content. Without video advertising, you are conceding space to your competitors.
Where to use video in your marketing plan
- Produce: 15 or 30-second commercials to use in Connected TV or Cable/Broadcast
- Social media: Use short-form or long-form videos to connect with your target audience
- YouTube: Use YouTube to showcase your brand from customer testimonials to how-to tutorials
- Pre-roll video ads: Show your video advertisements in ad placements across the internet as consumers browse content, watch the news, play games, and more
In short It’s clear that video will be the primary form of content for brands across categories. Video advertising has the power to elevate your user engagement and make it easy for you to acquire and retain customers. So, as a small business owner or brand manager, how to market with video should be a top priority for you.