What is Video Marketing?
So that there’s no confusion about what I’m talking about, here is my definition of video marketing:
Video marketing incorporates videos into your marketing activities to promote your business, product or service.
This could include creating a video showcasing testimonials from satisfied customers, a demonstration on how a product or service works or a video telling the story of the business itself.
Many business owners have concerns about creating videos – I certainly did when I started out. I would like to understand what has stopped you from making a video so far so that I can help you work through it, but more on that later…
Let’s take a look at some of the compelling statistics and predictions around video marketing that may prompt you to look at this marketing strategy more closely.
- By 2017, video will account for 69% of all consumer internet traffic, according to Cisco.
- Video-on-demand (VoD) traffic alone will have almost trebled by 2017 and the amount of traffic will be equivalent to 6 billion DVDs per month. (Cisco) – Yikes!
- 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
- More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube).
- 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner)
And finally, another mind-blowing stat :
YouTube had 1 billion+ unique users per month in 2013 (and it’s the 2nd largest search engine in the world). Compare this to Facebook with 1.19 billion active users in 2013! See how huge video is?
Even if you take these statistics and reduce them by half, there’s still a good case for facing your fears and concerns and considering adding video to your marketing plan.
6 compelling reasons to engage in video marketing
Davina (my sister and co-owner of our company) and I stumbled over some of these advantages when we started to make videos. We actually had no idea how to make a video when we started, but, by trial and error (a lot of errors!), we’ve fumbled our way to 130+ videos and 2,000+ subscribers on YouTube.
If you’d like to see how ‘raw’ we were when we started and have a laugh at the same time, take a look at this, it should give you hope
1. Video is easily digestible
What would you rather do? Read a 2,000 word piece to find out the answer to your question, or watch a two minute video that does the same? People are hungry for information, but they don’t want to have to work too hard to get it, so content needs to be quickly and easily digestible. Video does this very well.
2. Videos help you to Show Rather Than Tell:
With video you can convey so much more than you can with words alone. If an image is worth a thousand words, then a video must be worth hundreds of thousands.
Think of “show don’t tell” as a way for you to use video slide presentations, to use gestures and display emotions and enthusiasms in your on camera scenes, and to add animations or images that convey your message.
3. Video puts you in favor with Google
These days it’s not just your audience that appreciates video, Google does too. Sites have to be dynamic and interactive to be heard above all the noise and video helps you do this.
Videos are often given preference over text and images on Google search results which means that you could earn a high ranking result for a keyword and ultimately this could mean you get more traffic to your site or page.
Amongst all the text results, your visually alluring video will really stand out and will catch the eye of most people who scroll through the results.
Plus, with Google integrating YouTube comments with Google+ this relationship has become even more powerful as it amplifies the social aspect even more.
4. Video is easily shareable across all platforms
Video thrives on any channel, whether it’s Twitter, Facebook, Google Plus, YouTube, or Instagram, because it’s so easy to share on these platforms.
5. Video expands your reach
Being visible on platforms like Twitter (using Vine), Youtube and Vimeo opens your business up to new audiences and, consequently, new potential customers.
6. Video marketing creates an experience
This is the fun part. Just like watching television can transport us to other places, so can a well done marketing video. You can use music, pacing, and visuals to craft the experience that you want your audience to be immersed in.
What do you want to know about video marketing?
We hope that you’ll agree that, whatever your business goals, video can help you get there, because:
- it reaches new audiences
- Google really likes it
- it adds another dimension to your content strategy, keeping things fresh, interesting, and memorable so that people keep returning
Now I’d like to ask you what aspects of video marketing you’d like to learn about.
Here are 3 multiple-choice questions that will help me craft future video marketing articles. If it takes you longer than 30 seconds to complete, you might be thinking about it a bit too much.
Have you already engaged in video marketing? Share your experience in the comments section!