With the rise of Youtube several years ago, video has now become a favorite in which to consume media. Not only are videos available on Youtube but Facebook has implemented video ads and Vine has become extremely popular. In fact, 100 million internet users are watching at least one video a day. In addition to that, the average user spends approximately 17 minutes watching online ads every month. If you do not have a video marketing campaign in place, you are missing out on a lot of internet traffic.
Video marketing can seem expensive and many people ask if it is even worth it. The answer to that question is a resounding yes! Video marketing is an essential element if you want your business to grow. Those that use video marketing are seeing great results because consumers want video. Approximately 60% of respondents said they would rather watch a video than sort through text when on a website. In addition, 22% said they preferred watching video over browsing text for information.
If you are still struggling with understanding the importance of video marketing, consider these additional statistics in terms of businesses. 3 out of 4 executives watch work-related videos on business websites at least once a week. In addition, visitors who view a video on a retail website are 64% more likely to purchase a product. This excerpt from videobrewery.com shows just how important video marketing can actually be in driving business growth.
“According to the Online Publishers Association, that’s the percentage [80%] of Internet users who recall watching a video ad on a website they visited in the past 30 days. It gets even better. Of that 80%, 46% took some action after viewing the ad. In fact:
- 26% looked for more information about the subject of the video
- 22% visited the website named in the ad
- 15% visited the company represented in the video ad
- 12% purchased the specific product featured in the ad”
There are a lot of statistics besides those above that illustrate the effectiveness of video marketing. However, besides the statistics there are other reasons that having videos on your website will drive business success.
Storytelling is the best way to sell products without appearing ‘salesy.” What better way is there to tell the story of your products than by using a video? In fact, some of the ads are the videos that tell a story. Think back to the Dove Real Beauty Sketches ad that was released in 2013. This was a powerful ad because it told an incredible story and was one of the most popular video ads of the last decade. The success that Dove gained from this ad was incredible. The video itself became the most viewed video ad ever with 163 million views globally and gained 4.6 billion media impressions. As can be seen, the storytelling power of video can be incredibly successful.
Higher Customer Engagement
Websites that contain short, informative videos keep customers engaged longer. In fact, websites that use these videos have a 60% longer “dwell time” over websites that do not. Think about it. If you are looking for a new product that you have never tried before, would you want to read a huge wall of text to understand it? Or would you rather watch a video that explains the product and demonstrates its uses? Because most people do not have time to read that huge wall of text, they are more likely to prefer watching a video instead. If you add a video to your website, your customers are more likely to be engaged longer and less likely to bounce.
When you create your video ad, you have complete control over how your product/ brand is presented. You can highlight the benefits of your product by showing them off and allowing your customers to actually see them. It is one thing to read a list of reasons why but when a consumer sees the product in use, they become much more likely to connect emotionally. Hearing and seeing are very powerful senses. Using video marketing will take advantage of those senses in emotionally connecting customers to your brand and company.
Video marketing is something that you can not ignore as it is a highly effective way of reaching your customers. Because video tells stories, engages customers, and gives a brand persuasive power, it has taken a prominent place in the marketing world. If you want your business to succeed and grow, make the decision to start using video marketing now.