Any marketing communications professional knows that in order for a campaign to be successful, its content must resonate with the target audience. However, success isn’t about a one-time ability to captivate your audience’s interest. It’s about deepening the engagement between the target audience and your business over the long run. This is where video comes into play.
According to Cisco, about 59% of senior executives would rather watch an online video than read text. Perhaps it’s no surprise then that video is projected to account for 80% of all consumer internet traffic by 2019. By not incorporating video into your marketing campaign, you could be missing key opportunities to engage with your target audience.
Below are four reasons why you should use video as part of your marketing campaign:
1. Video Appeals to Your Audience’s Emotions
Video is a valuable marketing tool that allows you to present content in a more personal, compelling way. This helps to establish an emotional bond between a business and its audience, which ultimately builds brand loyalty and trust and boosts conversion rates. Bringing emotion into the mix can elicit a powerful response and prompt your audience to take meaningful action, whether that means purchasing a product, signing up for a service or visiting your website.
2. Video is Preferred by Time-Constrained Viewers
By one estimate, there are 2.5 quintillion bytes of data produced every day, much of which ends up online as stories, posts, tweets, images and other forms on online content. With all of this information bombarding us, it’s no wonder we’re overloaded. Not everyone has time to read a long article describing details of a new service offering or product launch. Video cuts through the noise and makes it easy for time-constrained viewers to consume and digest complex content in a significantly shorter amount of time. Goodyear Tire & Rubber Company is a good example of video marketing done right. The company supplemented its traditional news release with a video component to introduce two of its new concept tires at the 85th Geneva International Motor Show in spring 2015. The two-minute video helped engage attendees by providing a brief, entertaining visual of how Goodyear’s new tires will work – a concept that is not as easily conveyed through text or an image.
3. Video is Mobile Friendly
In a world where mobile reigns king and nearly everyone has a smartphone, video can be easily accessed with the click of a button. Increased use of electronic devices has also lead to higher demand for messages that are not only entertaining, but brief as well. People can view video on their mobile phones and tablets while they’re on the go. Online video gives you the unique opportunity to get your message into your audience’s hands (literally), have them understand what you offer and get your audience just one click away from the “buy” button, all at the same time.
4. Video Drives Customer Engagement and Boosts Online Sharing
In recent years, online video has grown to become the most engaging, compelling form of content. In fact, Hubspot reveals that 78% of people watch videos online every week and that 55% watch videos online every day. This rings particularly true for social media users, who view and share thousands of videos every minute. Every major social network, such as Facebook, Twitter and LinkedIn, has taken the hint and developed their own native video services and/or promoted video ads. By taking advantage of video as part of your marketing campaign, you can help drive customer engagement with your brand and boost online sharing of your content. Take email campaigns, for example. According to Hubspot, using the word “video” in your email subject line boosts open rates by 19%, increases click-through rates by 65% and reduces unsubscribes by 26%. Video can also help drive traffic to your website. Forrester Research reveals that videos are 53 times more likely than traditional web pages to receive an organic first-page ranking. Whatever your goals may be, video has become essential to the success of any marketing campaign.
Want to find out how video can benefit your marketing campaign?
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