We've all heard the phrase: "TikTok made me buy it." Whether it's a new sweatshirt or new food, there is no doubt that users are influenced by video. Besides the fact that TikTok currently has over one billion active users and over 200 million downloads in the United States alone, video is an influential, impactful, and valuable tool for advertising. Videos tend to captivate users because of their audio and visual components. Videos give users a personal connection to what they're watching, which is why FifthColor creates compelling video content for your business' marketing campaigns. To help you understand the importance of videography in your marketing and digital content, here are six benefits of using video:
Video Is Easier to Track.
Before platforms like YouTube and TikTok, the typical content consumers were exposed to on social media was primarily written content like blogs, notes, and status updates. Still, it is challenging to track how much of the material was read through and absorbed. Google Analytics will enable you to track how your video is performing across your different media channels. These metrics become much easier to analyze for video, allowing you to track how long your content engaged your viewers, where they paused or stopped, and if the video led to a sale. Monitoring data from your video content interaction is an invaluable tool for future marketing and advertising endeavors.
Today's consumer is more on the go than ever. Eighty percent of digital media engagement occurs across mobile platforms (Mohsin). Nearly everyone you see has a phone or other mobile device with them, and with that comes a form of intimacy, so businesses have direct, personal access to their consumers. Video allows creators to open their business up to the consumer to establish trust and create a ripple effect of shares. Live video feeds are even more engaging as masses of viewers can comment and discuss with each other in real-time while an event occurs right before their eyes. The end of a video is also the perfect time to place a call to action like "Visit Our Website" or "Follow Us for More" with just the click of a button. Video is easily the most accessible avenue for consumers to receive your brand.
In a targeted advertising campaign to a world-class cheese manufacturer, our video ad accounted for 70% of clicks to the landing page, versus only 30% from the image and text-based ads.
Visibility and Versatility.
On some days, consumer's social media timelines can be filled to the brim with stale, uninteresting content. For this reason, 54% of customers prefer to see creative video content from their favorite brands online over other forms of posts (Mawhinney). Since video is 12x more likely to be shared than any other content, providing a face, voice, and engaging video presence on their timelines will not only compel your consumer to view your post but also share it with their social circles (Mawhinney). Video is the most versatile, universal form of content creation. A video tells a story and on quicker, more engaging terms. Video also allows businesses to branch out from their headquarters. Product demonstrations, expert interviews, and customer stories are innovative forms of marketing and advertising that can be conveyed through engaging video content. Nearly 70% of YouTube viewers watch videos when they "need help with a problem" (Mawhinney). Video opens gateways that allow a business to be more personable, interactive, and approachable to its consumers – the steppingstones to successful branding.
To help get your brand's message across, Amazon introduced sponsored brand videos, which take up more space on the search results page and increase clickthrough rate and conversions. The 15-30 second videos are embedded around related products and allow potential buyers to understand your product and how it works before clicking into the listing. This is important because viewers retain 95% of the information they receive from video versus 10% when seen in text form (Stafford). Simply put, video offers more stimuli through sight and sound than reading does and is easier for consumers to absorb.
Video Boosts Sales.
As Amazon quickly figured out, complimenting your products with a presentation or demonstration video is a highly effective way to convert views to sales. A product video can increase conversions by up to 80% (Horner), and video is excellent for ROI (return on investment), which every business owner is after. 93% of those who do comparison shopping use videos to help with their decision (Gonzalez). Businesses stand to profit from many types of videos, including product videos, explainer videos, frequently asked question videos, and more.
Search Engines Love Video!
At FifthColor, we take SEO (search engine optimization) very seriously, and so should you! Since videos require time to view, a video on your main website means that visitors spend more time on your page, which sends sparks up to search engines. A business is 53x more likely to show up at the top of a Google search query if a video is embedded on their website (Kakkar). Additionally, YouTube is the second largest search engine behind Google, with over 3 billion searches per month (Wagner). Since Google owns YouTube, video content posted on YouTube usually ranks high on Google. Taking advantage of video content will push you to the front of SEO, ensuring that more consumers engage your brand over competitors.
As video becomes more widespread, it will demand more of its creators. Businesses and their creative agencies or departments must utilize the medium by assembling engaging video content for their consumers on many platforms. Video is vital for all marketing and branding content, and market analyses have unveiled all the facts that point to video as positively engaging, providing great ROI, and raising conversion rates.
To beat out the competition and gain more conversions, it’s smart to work with an experienced media agency. If you struggle with content creation, campaign management, or obtaining ROI from video, working with FifthColor is the perfect answer. Our expert team can provide you with a comprehensive list of creative services to help meet goals and improve performance.
To learn more about best practices for video in marketing and advertising, connect with FifthColor today to take your campaigns to new heights.