In 2021, the average person is expected to watch 100 minutes of video a day.
In a world increasingly defined by communication on social media, the importance of video marketing can’t be underestimated. Video is dynamic, sharable, entertaining and of course — wildly popular.
That’s why video has become digital marketing’s most dominant force. And its influence that is only growing! With Google’s algorithms increasingly placing videos at the tippy top of their search results, and with platforms making videos easier to share every day, video is a vital tool for any organization.
In this article, we’ll talk about the importance of video marketing, break down why you should use it, and go over some video marketing statistics. By the end of the article you will have a greater understanding of approaches to video, and taste of what a video marketing strategy could like for your brand or organization.
So let’s get into it!
Why Use Video Marketing?
Social Media Loves Video Marketing
We all love sharing emotion-evoking videos. When was the last time you sent or received a funny, cute, strange, or interesting clip? Probably not too long ago. This isn’t just because people enjoy watching video content — it’s also because social media platforms make it extremely easy to share them.
Think of all the platforms that you can use to share video. Just one video can be posted on Facebook, LinkedIn, Instagram, Twitter, Reddit and more, without sacrificing an ounce of quality. And here’s the catch: because social media platforms know how effective video is at keeping users on their platforms, they make it as easy as possible for users to share them.
Videos Capture Viewers’ Attention Before They Click Away
Reading text (like this) requires you to stop and focus. (Sidenote, thanks for taking the time to stick around!). But the fact is, blogs like these only work when you, the reader, is super invested in learning about a topic.
With video, the barrier to entry is much lower, it requires less time and focus, and if you make the first few moments intriguing, a much higher percentage of visitors will stick around to hear you out.. It’s simple and low maintenance. Heck, it would almost be more effort to click away!
And the benefits of video don’t stop there.
Social media algorithms measure how long viewers stop to look at a post. If users dedicate a significant time to watching your video, the algorithm notices and in turn promotes your video more.
Another obvious benefit is that video marketing creates a rich environment to get your message across. This means you can make an elevator pitch, show a product, include a call to action, and make your case — all while you still have your viewers’ attention.
Have you ever opened a page on your phone, seen a wall of text and just wanted to groan out loud? Have you ever had to zoom in on a web page just so your brain could register the miniscule text? Text on webpages are often designed to live on desktops, and those pages sometimes need to be rewritten or re-designed for mobile later — just so that people can process what’s on screen.
Needless to say, videos do not have that problem. They adapt very well to both desktop and phones, without needing to be edited or re-produced. With more and more people using their phones to browse the internet rather than their computers, videos are the best bet for the future.
People Retain More Information through Video
Video engages more of our senses than written text, which makes the viewer much more likely to remember the information.
Studies have shown that when reading text, people retain only 10% of the information. And with video? People retain up to 95% of messaging! That is a staggering difference.
If you have a complex idea or a more abstract thought you want to convey, an animated video or a video with graphics will explain those ideas using symbols, and you will be able to share your idea with more people.
Video Drives Organic Traffic
You may have noticed a change on your Google search results page. When you Google something, the results aren’t always just webpages and ads anymore. Now, at the top of your search results page, you are likely to find several videos. This is especially true for specific genres of Google searches (try “tutorials,” for example). These intentional changes by Google executive further highlight the ever-growing importance of video marketing.
And those organic traffic search results aren’t exclusive to Google. Just a bit of SEO keyword research can get your YouTube video into the first page of search results, driving all sorts of traffic to your page.
Video Helps Conversion Rates
The reason so many successful organizations’ marketing efforts are increasingly video focused isn’t just because they get a lot of views: it’s also because videos can convert those views into sales.
When prospects end up on your landing page, what do you want them to see? A wall of text isn’t nearly as effective as a video testimonial from trusted clients. Let’s not get it twisted — text is great for Google searches, but it’s not nearly as impactful at turning interested viewers to customers or clients. Not even images are anywhere close to as effective as a video.
Videos increase trust between you and your followers, making them more likely to spend money on your products and services.
Should I use animated video, live action, or video with graphics?
The type of video you use should depend on your needs. There are too many cases to review here, but consider the following examples:
- If you want to explain an abstract concept, an animated video is your best bet by a long shot.
- If you want to create brand awareness around a product via a tutorial, you might consider a live action video. Viewers want to see how your product works, and seeing the product in the hands of a human may increase understanding and trust.
- If you are selling software or a product that is not physical, use a video with graphics, a screen grab, or a professionally animated video to explain how your product works. Combining the two methods is often an excellent option, especially for companies who really want to explain their program and mission statement in a fun way.
- If you need to explain to clients how your insurance program works, why your software is effective, or how donor fundraising dollars create tangible change, you’ll need the flexibility of animated video.
- If your goal is to create a personal feel and put a face to a brand, then a simple video of your CEO or employees speaking about the brand will likely be enough.
- If you have a low budget, you could theoretically simply record a live action video on your phone and upload it as is. But live action will get pricier if you want to hire actors and reserve a setting. An animated video might be more affordable than you think, especially if you make one with a trusted agency.
- It bears repeating — you could always combine various methods! For example, you could do your mission statement in an animated video then a follow up product review in live action. Or combine the two approaches within the same video.
Video Marketing Statistics
If you still aren’t sold on the importance of video marketing, check out some of these stats to get a sense of how effective video is as a marketing tool.
- Most video is watched on mobile. 75% of all video plays occur on mobile rather than desktop. What’s encouraging about this statistic is that it showcases just how easily video translates to different devices. Video is also very easy to pass from phone to phone. 92% of people who watch videos on mobile share those videos after watching. It’s almost automatic: a video makes you laugh, and you want to share it with your friends and family.
- Professionals understand the importance of video marketing. 87% — or the vast majority of online marketers — use video content. That number is only expected to grow. Marketers aren’t just using video because it’s on-trend, but because it works!
- Social media is all about video. That is largely because videos are so shareable. Videos on social media generate 1,200% more shares than text and video combined, and no that’s not a typo! In fact, a Facebook executive theorized in 2016 that the platform would be all video and no text. Even if that doesn’t happen completely, social media is certainly making a move towards prioritizing video content. Social media platforms will favor anything that gets more viewing time and more shares, and all signs point to users preferring video.
- People love video. According to Youtube, users watch more than 1 billion hours of video on YouTube every day. And now 6 out of 10 people say they prefer watching online videos to watching television. TV is on it’s way out, it appears, and Google estimates that by 2025, more than half of people under the age of 35 will no longer subscribe to cable television. And we don’t just watch video on YouTube. Snapchat, for example, reports 10 million videos opened or viewed per day.
Conclusion: The Importance of Video Marketing
The importance of video marketing can’t be overstated.
If you want people to pay attention to your brand, then make it easy for them! There are many types of videos that can draw traffic to your account or even just create brand awareness.
An animated explainer video is powerful for any abstract concepts you want to explain, and also good for making complicated products more easily digestible. A customer testimonial or case study will give some personal credibility to your claims, and put a trusted face to your brand name.
So what are you waiting for? Start building your video marketing campaign today.