When we talk about online content, and its importance for SEO, most people only think about written copy. And while it’s essential that you have engaging copy, there are benefits to branching out too. Video marketing is on the rise, and it certainly seems to be getting impressive results.
According to findings from Demand Metric, between 2019 and 2020, the percentage of companies creating more than 50 videos a year has increased by 254%. The same report also found that 83% of marketers believe video content to be more important than ever. So why is such content so effective? We’ve explored a few reasons why you should consider making video content for your business below!
If what you’re offering is a bit complicated, video content can be a great way to show how it works. Data from Wyzowl found that 98% of users had watched at least one video explaining a product or service, to learn more about it. Animation in particular can be a fantastic tool to bring complicated concepts to life.
Presenting your products through video is also likely to inspire trust. Certain consumers remain hesitant to buy products online because they fear it may be a scam, but videos can clearly demonstrate what a product is and how it works. This should give users much more confidence to purchase your products online.
You don’t need to just use video to market your products, though that’s a great place to start. You can use video content in a variety of ways, depending on the marketing goals of your business. For instance, most social media sites allow you to post stories, which disappear after a certain amount of time. The appeal of these videos is that they’re quick and cheap to make, and will speak directly to your audience.
Live videos are additionally becoming more popular, as are webinars. Live streaming can build up hype, while webinars are a great way to directly interact with consumers, answering any questions they may have or teaching them something new about your industry. You’ll also be establishing yourself as an authority within your field.
To put it simply, people love video content. On Facebook, for instance, more than 4 billion video views take place each day. Interestingly, a lot of people on Facebook watch videos without sound, so keep that in mind when creating content.
Another thing to remember is that mobile viewers are overtaking desktop viewers. So you want to create content that appeals to mobile users, which video definitely does. Around 90% of consumers watch video content on their mobile, and the audience keeps getting bigger.
In terms of an easy to consume medium, we’re not saying that a younger audience is more lazy than an older one, but they don’t tend to like reading long stretches of text. Modern customers generally prefer easily consumable content, where they can see something in action. So rather than reading about all the features of the latest smartphone, they’d generally prefer to watch a video taking them through each function and find out how it works.
Videos can make your business a lot of money, with a fairly low investment. Including a video about your product on your homepage could increase your conversion rate by up to 80%. While it can be more pricey to commission a high quality video than to just take photos of your product, the statistics speak for themselves. And online video editing tools have come a long way over the years, not to mention become more affordable.
Your videos don’t even have to be of exceptional quality. Research shows that users are more likely to be put off by a video that poorly explains a product than a low quality video. The success of videos on TikTok, which have usually been filmed on a phone, demonstrates that content is much more important than camera quality.
VIDEO CONTENT IS GOOD FOR SEO
If you upload your videos to YouTube, and they target common search terms, they could be at the top of Google’s search results. Google’s algorithms mean that YouTube videos are featured right at the top of the page for lots of search terms, particularly if it’s a ‘how to’ question.
In terms of social shares, video comes out top too. Research from Hootsuite shows that video gets more engagement than any other medium, on Facebook, Instagram and Twitter. With Twitter in particular, the difference is huge – tweets with video content get ten times the engagement than tweets without videos. TikTok is also fast becoming one of the primary social media platforms, with almost 690 million active users per month, and their focus is completely on video.
You do need to ensure that your videos are not just adverts though. People will share videos they find amusing or particularly engaging, but are unlikely to share anything that is a blatant marketing ploy. Around 76% of users said that if a video was entertaining, they’d share it, even if it was posted by a brand not an individual. So try and use emotions in your videos, not just facts.