Using Video in your Online Marketing Strategy

According to Entrepreneur, it is predicted that, by 2019 80% of online content will be video. Such a forecast seems entirely likely considering the rise of video content online in recent years. With online video now accounting for over two-thirds of all internet traffic.

It’s no surprise to hear that Google is the most used search engine in the world, however what may be unexpected is that in second place for daily hits is YouTube, and these hits are increasing all the time. Just look at these YouTube statistics:

  • YouTube has over one billion users – almost a third of all people on the internet.
  • Everyday, people watch hundreds of millions of hours of YouTube videos and generate billions of views.
  • YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.

Along with YouTube, streaming sites such as Netflix, Amazon Video, TV catchup sites, as well as news channels means we are all watching online content more than we ever have before, making video a great opportunity to reach both existing and new audiences online.

In 2015, the average amount of time spent watching video was just under two hours, more than any other digital media, such as radio and social media! According to The Huffington Post, the prediction of 2016 being ‘the year of online video’ was spot on as we all started to watch more and more video content online.

When it comes to integrating video, social media has been really successful helping audiences to get their video fixes easily. Bear in mind the amount of videos available when you scroll through Facebook, nevermind the introduction of Facebook Live.

The use of video is growing on Snapchat and Instagram too, particularly with the implementation of ‘story’ functions, which allows people and businesses to post and share temporary online photos and videos with their followers.

This ability to use video on social media channels has now provided businesses like yours a fantastic opportunity to reach customers.

Why should you take advantage of video content for your business?

Online video content can have a significant effect on conversion rates, which could help your business to grow online.

According to Hubspot, 64% of users are more likely to buy a product online after watching a video, email click-throughs increase by 200-300% when a video is included, and conversion rates reach 80% when a landing page features a video, shows there are real opportunities to grow a business online through video and content creation. The way the customer landscape is heading, if you don’t use video yet, it’s time to seriously think about it as it’s becoming a big part of our online experience.

Why is video so effective?

Video is especially effective due to its engaging nature. Videos are often more noticeable and enticing, as well more memorable - 80% of people can recall a video advert that they have watched in the last 30 days. People tend to find it easier to watch content in comparison to having to read it. For example on news Facebook pages such as ITV, there has been an increase in illustrating stories through the use of video - people are more likely to become disengaged or click through to something else when reading a text article.

Video can be powerful in communicating a message to an audience too. Talking, listening and watching is a more natural way for people to communicate. Video content feels similar to a face to face encounter and people often trust video content a lot more. According to Hubspot, 36% of consumers trust video ads, and 90% of users say that product videos are helpful in their decision process.

Your audience is also more likely to share video content for others to see. 92% of mobile consumers share videos with others, so if you make excellent videos, they have the potential to reach thousands, even millions of different people depending on the quality. This could be a really effective method to grow your brand’s reach and awareness online.

How could you use video as part of your marketing strategy?

Be creative! You could provide interviews with staff explaining the quality service they provide, or you could show how your products are made. If you provide regular blogs for your website, could you recreate one as a video blog instead.

You no longer need a quality camera and film crew to make and upload video content. With the quality of video on mobile devices ever increasing, you can make video content quickly and easily. Facebook Live is a perfect example of how you can create video content that is cheap, easy, and instantly connects with your audience and customers.

By creating and using video content, there is a good chance you will see an increase in followers on social media, a growing number of website hits, improved bounce rates and even an increase in sales.

If you would like any advice or help with video content and how to use it to improve your business, our expert marketing team are here to do just that - please get in touch.

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Tags: Online Marketing

Posted by Beccy Gregory
on June 5, 2017