The Benefits of Video Marketing

The Benefits of Video Marketing

Today’s high speed internet rates make it easy to watch videos online, whether it’s on your website, social media, or you’re looking up a how-to video to help you fix something. That's why the benefits of video marketing are so important.

Think about how many videos you watch in a day (not counting your Netflix binge). Now think about if you watch that many videos, how you can take advantage of video in your marketing efforts. We’ve put together some statistics that may convince you or your boss that it’s time to invest in that video marketing project.

51% of marketing professionals worldwide name video as the type of content with the best ROI. That’s because video marketing can lead to increased web traffic, increased conversion rates, increased click-throughs on emails and more.

Benefits Of Video Marketing on Your Website

Video on Your Social Media Channels

  • The 25-34 (millennial) age group watches the most online videos and men spend 40% more time watching videos on the internet than women.
  • 92 percent of mobile video viewers share videos with others.
  • As of June 2017, views of branded video content have increased 258% on Facebook and 99% on YouTube.

Videos in Email Marketing

  • An initial email with a video receives an increase in click-through rate by 96%.
  • Using the word ‘video’ in an email subject line boosts the open rates by 19%

Types of Marketing Videos

So there are a lot more statistics out there showing the benefits of video marketing, but if you’ve been paying attention, you’re probably asking yourself how you can get started with video marketing, what types of marketing videos would work best for your company, and whether to put videos on your website, your social marketing channels or both. The answer to that last one is both.

Getting Started With Video Marketing

The best way to get started is to work with a branding and creative services company that will make an effort to find out as much about your brand as they can before recommending a video marketing strategy. The tone of your videos has to match the overall goal of your brand – that’s not to say they all have to be stodgy and serious, but  your videos have to be helpful, informative and engaging.

Keep in mind that a vast majority of people watch videos with the sound off, so you’ll want to make sure there are captions. And avoid having a video play automatically, because many people find that annoying, and will close out of your website, blog or social media post.

Types of Marketing Videos

There are several types of marketing videos. If you spend any time online, you’ve probably seen examples of all of them. They include:

  • Brand videos – who you are as a company
  • Customer testimonial videos
  • How-to videos (how to do just about anything)
  • Demonstration videos (how a product or service works)
  • Webinars – longer videos of a seminar that people can attend remotely, or watch after the fact

According to Curata, the pop three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%)

While a brand video may be good for your About Us page, customer testimonials are the most effective type of marketing video there is, so you should try and take advantage of that by placing a customer testimonial video on your Home page, or a landing page for a particular product or service.

How-to videos and demonstration videos are also good options. The optimal video length is about two minutes or less. If you’re making marketing videos about a complex topic, consider doing a series of videos that break things down.

Webinars are good for email marketing, and allow you to show yourself as a Thought Leader. Webinars are obviously longer, but they can also be split up into smaller, easier to digest chunks.

The bottom line here is that if you aren’t already taking advantage of the benefits of video marketing in your marketing strategy, you really should consider looking into it. The benefits are tremendous as far as engaging customers, increasing your web traffic and click-through rate, and in turn, increasing your conversion rate. Video is growing, and your company can grow with it.