Believe it or not,
What’s more exciting, if someone told you about a high-speed chase or if you saw it for yourself? Would you rather read about how the car was weaving in and out of traffic and then there was a police barricade set up OR would you rather watch the video of it?
I’m guessing that you would rather watch it. I would!
That’s the basic principle behind everything video.
Today, I’m going to share my top 5 reasons that video should be part of your marketing plan.
It builds trust
We have all heard that people buy from businesses they know, like, and trust. What better way to build that trust than through video? People don’t like to be sold to. They want you to educate them on your field and industry, then they will come to you when they are ready and TRUST that you are what they are looking for.
57% of consumers said that video is what made them more confident in the buying process.
If you aren’t in the business of serving before selling, then you won’t get very far. One of the best ways to show people you care and build that trust is by taking the time to teach them about your service.
Video is great for that because your emotions are more easily shared through the camera than if someone is just reading the written word. It’s one of the reasons we repurpose these blog posts into our weekly Facebook Live Video!
It’s a much more engaging medium
Following the classic rule of “show, don’t tell” makes it easy to give your message some emotional weight or to keep it shorter and snappier.
Video is also the perfect medium for those who need to communicate a large amount of information with a short window of time. For instance, if you want to explain the ins-and-outs of your product, you can just show it off rather than trying to explain it.
Live video on social media marketing platforms (such as Facebook and Instagram) show time and time again how powerful multimedia marketing is. Photos do better than text alone, and video does much better than both of them.
One more thing – people love to engage with your video. They want to be recognized and connect with you. When you have people commenting on your video, it also ranks better with the algorithm so even more people will want to watch too.
It’s super mobile friendly
Your audience and current technology is pretty much demanding that we embrace video. And more and more consumers are making use of mobile devices like smartphones and tablets to engage with brands.
Here are a few statistics for you to show that video is essential:
- 90% of consumers watch videos on their mobile.
- From Q3 of 2013, mobile video views have grown more than 233 percent.
- YouTube reports mobile video consumption rises 100% every year.
So since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps growing too.
People on mobile devices are much less likely to give your well-written 500 words even a glance. The screen is too small for that to be comfortable. However, mobile users are even more likely to watch short videos than desktop users.
It’s simple to share
When you see something you really like, you’re a lot more likely to share it with someone.
Video marketing should be used to simply deliver information efficiently and convincingly. You can make use of visuals, humor, and emotional appeal to make it all the more impactful. (My favorite part of video is that my sarcasm shows through better than text!) As a result, more people are likely to not only to watch it to the end but to share it to others who might be interested, too.
Video posts get shared much more often on social media. Google’s doing the sharing, too. It’s crazy effective for SEO. And above all, it’s been shown to drive more conversions.
It’s important remember that people share emotions, not facts. 76% of users say they would share a branded video with their friends IF it was entertaining. So the answer to creating videos that people want to share? Make sure they are fun and entertaining. Emotions are not exactly ROI – but social shares can increase traffic to your site, which is also a good thing.
It offers an analytic advantage
Marketers are a navel-gazing lot. When they’re not making content to spread far and wide, they’re looking at how far and wide that content travelled. Analytics allow you to see exactly how your messaging is doing, so you can figure out what you’ve done right and what could use some improvement.
Videos offer a lot more analytic value. You can see not just who clicked on it, who watched it, and where they watched it, but how much of it they watched and where they stop engaging with the product and even what part of the video caused them to convert. All of this means a lot more insight into the minds of your customers, which can make for even greater marketing efforts in the future.
So for example, if you see that people stop watching your video around the 1 minute mark, you know that you need to make that first minute more engaging and attention capturing. Maybe you need to be more energetic or maybe your script just needs to be updated. When you know where people are stopping, then you have a better idea of what needs to change.
Really though, videos don’t have to be perfect these days. It’s the content that matters! Research actually shows that people are most put off by videos that don’t explain the product very well. So it’s not that the video is poor quality, it’s that they want their questions answered or to learn something new.
Really though, if I haven’t convinced you enough that video is more engaging, more trackable, and can make your brand much more visible, then tune in the rest of this month on Facebook Live as I talk about why video is so important. I’ll be there every Monday at