Why you should be using video in your marketing

This is the time to be adding video to your website, your social media feed – all your internet outlets would benefit from video. According to Buffer’s State of Social Media 2016 Report, 83% of the marketers surveyed said that they would like to create more video content. But – and here’s the important bit – they felt like they didn’t have enough time or money.

Video doesn’t take a lot of time or money

Now, if you’ve read my book, you know that you can make decent-quality video with just your cell phone and a low-cost microphone for the audio. Your video doesn’t need to look like it was made in Hollywood – in fact it’s better if it doesn’t look too ‘professional’. A little roughness around the edges adds authenticity and makes it more convincing.

For a low outlay and a little effort you can jump ahead of the competition and enjoy the benefits of video.

Video attracts a larger audience

Adding video draws in customers no matter what channel you’re using. In email marketing, adding a video to the email increased click-through rates by 65% and reduced ‘unsubscribe’ rates by 26%. Open rates increased by 19% when the word ‘video’ was used in the subject line of the email, and it was found that including a video in your introductory email increased click-though rates by a staggering 96%!

Video increases traffic

A video catches the browser’s eye and raises interest. People stay longer on pages with video – an average of 2.6 times longer. A video on your landing page can increase conversion rates by as much as 80%. And when a video comes up in your search results it can boost traffic by a whopping 157%! On social media, posts with video are shared 1,200% more often than posts without.

That’s no surprise when you consider that 500 million people watch videos on Facebook every single day. It’s much the same on Twitter and Snapchat – people are gravitating towards enriched content featuring videos.

In general, short videos (under one minute) do better, and many people also watch videos on mute, so the sound is not as much of a factor.

Even in the B2B environment, 85% of corporate executives watch videos for work at least once per week. More than half prefer videos to text, which might be why they share work-related videos with colleagues every week. When it came to taking action in response to the videos they watch, 65% of the executives surveyed visited the marketers website, while 39% went on to call the vendor afterwards.

Customers use videos to learn about products

The vast majority of customers (80%) believe that demo videos are helpful in making buying decisions, and customers who watch those videos are 1.81 time more likely to make a purchase than those who didn’t.

Videos are fast becoming the first way customers interact with your product – 50% of customers look for videos of a product before they ever set foot in your store, and 4 times as many customers said they’d rather absorb product information by watching a video than reading a description.

Video can help take your business to the next level. In a marketing survey, 52% of marketers said that video has the best return on investment of all their marketing platforms, prompting a 49% faster growth rate than if they hadn’t used video.

I think the conclusion is clear – you need to add video to your online presence right now, if you haven’t already. If you’d like some pointers on how to get started, please don’t hesitate to get in touch.

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