Yes, Video is Imperative to Your Marketing Mix

Travis Wade

With YouTube taking the lead as the world’s second largest search engine—and processing over 3 billion searches per month—it’s clear that video is maintaining its role as a key part of any brand’s marketing plan. So, why are some brands still not putting an emphasis on this?

Video is Key for a Successful Marketing Plan 

If your brand is still debating the importance of video in marketing, take a look at the below. 

  • A third of all the time people spend online is dedicated to watching videos (HubSpot Research).

  • Video is projected to claim more than 80% of all web traffic by 2019 (Inc). 

  • 54% of consumers want to see videos from brands they support (HubSpot Research). 

  • 39% of business decision-makers contact a vendor after viewing a brand video (HubSpot Research).

What’s more, video can play a significant role in conversion rates for your website. Forbes notes that embedding videos in landing pages can increase conversion rates by 80%—which can hugely improve the impact of your website. And, visitors tend to spend 88% more time on a website that includes video. A high-quality, relevant video can help drive people to your website homepage, improving search rankings. 

Plus, if your brand provides video content that is informative and engaging, your audience may be more inclined to share this video content with their social media followers and friends. That means an increase in reach of your content organically. Quality video content can make your audience in to brand advocates who further push your message into the social world—without added budget or work for you.

Creating Quality Video Content 

Naturally, the next step is determining how to create successful video content. Taking the time to understand how your audience engages with video content is an imperative step for creating successful content. One key way to improve your content? Add compelling captions on all of your social videos. Due to the default viewing setting, 85% of Facebook users watch video without sound, meaning captions can help ensure that your message is shared—even if the volume is off. 

And captions aren’t just important on Facebook videos, either. YouTube videos that have captions or subtitles can see up to 40% more views. Integrating copy into your video can help improve your engagement and ensure your audience is aware of your message. 

Always make sure when producing a video that the first few seconds are used wisely. As the average attention span of viewers declines, you need to help people understand what the video is about and why it’s important upfront. Use an interesting, attention-grabbing hook or share an important stat that gives your content credibility. Get your audience interested in the first few seconds, and you’ll increase the odds they’ll continue watching.

It’s also important to stay up-to-date on the latest changes on all of the social platforms. For instance, Facebook has started putting more emphasis on its Live feature, making it an integral part of a brand’s marketing plan. Live broadcasts should be considered whenever it is possible or applicable to the topic. While video can help maintain strong News Feed rankings, Facebook users are also 10X more likely to comment on Live videos than they do on regular videos, improving your brand’s engagement. 

Remember, though, that any Live videos should be planned for. You want to avoid pushing messages out at random that may not resonate well with your audience—or display well, either. Live videos, coupled with produced videos, can help keep your brand top-of-mind on social channels.

Adding Video to Your Brand's Marketing Mix

Are you ready to add more video to your brand’s marketing mix? Let the team at Concentrek Group help you. We offer in-house video services that can help better visually market your brand. Contact us today!  

Contact Concentrek Group

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