If you haven’t started video marketing yet, now is the time. With the effectiveness of traditional marketing dwindling and the popularity of video skyrocketing, video marketing has become a must-have for every business.
In this in-depth guide, we’ll explain all the key concepts you need to become an expert, regardless of your skills and background.
If you’re new to video marketing, start at the beginning and work your way through to the end. If you’re here to hone your skills, pick and choose the sections that are right for you.
Why every business needs to market with video
The internet is littered with video marketing stats that all point to the same thing: video is the future of marketing.
Hubspot found that 78% of people watch online videos every week, while 54% watch videos every day.
Google’s research shows that 6 out of 10 people would rather watch online videos than television.
YouTube states that its users view more than 1 billion hours of video each day on the platform.
To meet this growing demand, Facebook, Instagram, Twitter, and LinkedIn have all become ‘video first’ and created new video-friendly placements like ‘live’ broadcasting, and ‘stories’. At the same time, the popularity of video-based platforms like YouTube, Snapchat, and Tik Tok have exploded and become staples of online video consumption.
In combination, these developments mean that video is now easier to make than ever and is more popular to watch than ever. But do people want to watch video marketing? Turns out they do.
Hubspot found that 72% of customers would rather learn about a product or service by way of video.
They also discovered that nearly 50% of internet users look for videos related to a product or service before visiting a store.
Unbounce found that a video on your landing page can boost your conversion rate by up to 80%.
Benefits of Video Marketing
The benefits of video marketing are many. Let’s begin with the easily quantifiable: statistics, numbers, and data – oh my! Of note:
Video helps you connect with your audience. Today, so much of a company’s marketing efforts are designed to help build trust. Video is the bridge that links what you say to who you really are, allowing customers to peer behind the curtain and get to know your brand.
Video is an SEO gold mine, helping build backlinks to your site, boosting likes and shares (which can effect search rankings), and driving traffic to your site. And let’s not forget that YouTube is owned by Google, so be sure to post your videos to YT and tag, tag, tag with keywords/key phrases!
Videos boost information retention. If your customers hear something only, they’re likely to retain about 10% of that information three days later; by contrast, if what they hear is accompanied by relevant imagery, they’ll retain an average 65% of that information three days later.
In 2017, video content will account for an estimated 74% of all online traffic. Your customers love video. Would-be customers also love video, which means good video marketing can attract new visitors.
Email subject lines that include the word “video” see a 19% increase in open rates, and a 65% boost in click-throughs.
Four times as many customers would prefer to watch a product video, than read a product description.
Do you like money? Then consider this: after watching a video, customers are 64-85% more likely to make a purchase.
