Engagement is one of the most important metrics for qualifying marketing success.  So, it’s no wonder video usage has skyrocketed in the last few years.  It has cross-platform reach AND engaging content.  Video is no longer a nice to have, but a need to have in today’s marketing mix. According to the Aberdeen group, 95% of best-in-class marketers are using video as a content marketing tactic.  Yet, some companies haven’t integrated it into their marketing strategy because either they don’t know enough about it, don’t think it works, or don’t know where to start.

Let’s break it down to get a better understanding of video content marketing:

“Video reaches: it’s where your audience spends their time”

Video accounts for one-third of all online activity.  In 2013, 86.9 percent of the U.S. Internet audience viewed online video. Every day 100 million internet users watch at least one online video. And in one month alone, Americans spent an average of almost 18 hours watching online video – consuming nearly 50 billion online content videos and 25 billion video ads in total. Consumers love video content, and so do professionals. Every week 75% of executives watch at least one work-related video.

Not only is video reach growing, it is also a top pull strategy, next to search.  Consumers are pulling or looking for video content, instead of marketers pushing it to them. Every month, YouTube processes more than 3 billion searches, making it the number two search engine in the world.  Consumers are looking for compelling stories that move them, stir their emotions, encourages them to act, or simply provides them the information they seek.

“Video works: more engagement, better recall, higher conversions”

As media has become more fragmented, it becomes harder to stretch those precious marketing dollars. Where do you spend your money and why? Will video content give you the ROI you desire?  Consider this:

– Viewers spend 100% more time on pages with video on them

– 80% of online visitors will watch a video in its entirety, while only 20% will read content all the way through

– Video increased consumers’ understanding of a company’s product or service by 74%

– Website visitors are 64% more inclined to purchase a product on an online retail site after watching a video

– 82% of marketers who have tried video marketing have found success in reaching their campaign goals

The reason video continually receives high marks is because it is the most engaging content marketing tactic out there. For the viewer, it’s easy to consume and provides entertainment or educational value. While for the marketer, it provides better recall, is more persuasive and improves conversion and interaction rates.

“Video development: where to start”

Start with your goal. Why are you creating a video, for whom are you making it for, and what is your call to action? Next, you will need a compelling story. One that will bring the viewer in and encourage him/her to take action. There are several types of video that attract eyeballs, you just have to find the one that works for you: explainer/tutorial, product demo/review, cultural, interviews, testimonials, event, presentation, and animation.

The facts are all there. Video usage is growing, video drives conversion rates, video boosts SEO, video provides better recall, and most importantly video increases audience engagement.  And if by engaging your audience, you also make it enjoyable, than you’ll have already separated yourself from your competition. 

Need help? Check out the top five things to look for when hiring a video production company.

Sources:

16 Video Marketing Statistics to Inform Your Q4 Strategy

Americans Spent Almost 18 Hours in February Watching Online Video

comScore Releases December 2013 U.S. Online Video Rankings

Demand Metric B2B Video Marketing Benchmark and Best Practices Report