When a visionary like Mark Zuckerberg predicted something is going to happen in the future, you better believe it. In 2017, after successfully predicting that mobile ads were going to be huge, Mark said that video is the next big thing. He even planned to make Facebook mostly about videos in the next five years.
If we look at the trend for the past few years, it’s hard to argue against Mark. Before YouTube was founded a decade ago, watching online video was nonexistent. People mostly watched TV, rented a DVD, or went to cinemas.
Today, after the emergence of smartphones and the rise of YouTube as the second biggest website in the world, watching online videos have become a part of our lifestyle. A study by Insivia shows that the number of mobile video consumption rises by 100% each year.
How many of you subscribe to Netflix or other streaming apps? What about Instagram stories, Instagram TV, Snapchat, or even Facebook Live? I’m 100% sure that most of you have used them frequently or at least once.
As marketers, now is the best time for you to start investing more in creating videos as a part of your marketing strategy. If you’re still unsure, here are 10 reasons why video marketing is the future of content marketing.
1. The Rise of YouTube
In only 10 years, YouTube has managed to become the biggest video platform and the second largest search engine on the internet. One-third of the internet, around 1.9 billion people, are currently active YouTube users. 65% of those people use YouTube to solve their problems like how to cook pasta or how to gain side income.
This suits your duty as a marketer perfectly, which is to offer a solution to the audience’s problems. So, find out what your products can do to solve your customers’ problem, create a video about it, and then upload it on YouTube.
2. Digital Advertising Takes Over
Once the king of advertising, television slowly loses its crown to digital marketing. For the first time, marketers spend more money on digital ads than on traditional ads like TV commercials and print ads. According to eMarketer, more than half of U.S. ad spending, around $130 billion, goes to digital ads. Two-thirds of that amount will be spent on mobile ads.
Furthermore, a survey by Google indicates that 6 out of 10 people prefer watching online videos than television. These facts indicate that online videos are gaining the upper hand over television.
3. The Shift Towards Mobile Devices
Smartphones have become a part of the modern lifestyle. Of all the videos that are being played in the world, 75% are on mobile devices. People are becoming busier and have less time, so the idea to carry the compatible version of a computer in your pocket is tempting.
Almost everything that we can do on a computer, is available on smartphones, including watching online videos. The flexibility of watching a video while on a train to work, in a cafe with friends, or in the workplace during a break is hard to resist. A survey by Facebook shows that people are 1.5 times more likely to watch videos daily on a smartphone than on a computer.
4. More Likely to be Shared
Going viral is one of the biggest goals of smaller businesses because it gives them more exposure― meaning that more people will be aware of the brand. In social media marketing, the more users share your content, the more chance it gets to go viral. The thing is, video content is 12 times more likely to be shared than both text and images combined.
Make sure that your video is mobile-friendly, as 92% of users who watch videos on their mobile devices share the video with others.
5. Easier to Remember Than Text
Humans are visual creatures. We understand and remember information better from watching a video than reading a text. In fact, the gap between video and text is quite big. According to Insivia, we’ll remember 95% of the information that we see in a video, and only remember 10% when reading it in a text.
I’m not saying that you should completely neglect your text content and focus solely on videos because text still has some values. It’s better to combine your text-based content with videos for two reasons. Firstly, there are still people out there that prefer reading over watching videos and secondly, the text will enhance your SEO optimization.
6. Drive More Traffic and Engagement
Multiple studies have been conducted to see how well videos attract traffic and drive engagement compared to other types of content. Here are some of the results:
- Video posts attract 48% more views than other content types on social media.
- Video campaigns on LinkedIn have 50% view rates.
- Having a video on “email marketing” increase click rates by 300%.
- Videos boost a 157% increase in organic traffic.
- Almost half of the internet users will watch videos about a particular product before visiting the store.
Those studies show that adding videos in your digital marketing campaign pays off really well, especially when 52% of marketers consider video as the type of content that gives the best ROI.
7. Explain Products Better
If you want to learn about a product, would you rather watch a 1-minute video or read a 2000-word article? I’m sure that most, if not all, of you, prefer video. As mentioned before, people process visuals better than text, so a video about your product will stick better and longer in your consumers’ mind.
According to a survey by Wyzowl, 68% of consumers feel that short videos are the best way to learn new products or services, followed by articles (15%), presentation (4%), infographics (4%), and e-books (3%). Moreover, 97% of marketers believe that videos help users understand their products better.
8. Boost SEO Optimization
Ever since Google purchased YouTube, it seems that the Search Engine gives more priority to videos. When you search for “how to do something” on Google, the results will likely include videos. For example, I test using the keyword “how to draw anime,” and this is what I’ve got:
This little experiment shows that creating video content increases your chance of being found by consumers. In fact, a website with video content is 53 times more likely to appear on the first page of Google. So, put a clear keyword-based description in your videos to boost your searchability.
9. Make Users Stay Longer on Your Site
Research by Wistia found that people generally will stay 2.6 times longer on a website that includes a video in it. The average time spent on pages with a video is 7 minutes and 21 seconds, while the average time spent on pages that don’t include a video is only 2 minutes and 48 seconds.
Of course, a longer time spent on your website doesn’t always translate into useful things. But, at least your bounce rate will decrease, and your website will have more credibility in the eyes of Google, making it more likely to rank higher.
10. Increase Conversion Rates
What’s better for marketers and business owners than to witness their conversion rates go up? Not many things come to mind. One of the best ways to boost your conversion rates is by putting videos on your website. It is proven that putting a video on landing pages can increase conversion by 80%.
Furthermore, some studies found that videos help businesses drive more sales. Here are a few examples of the studies:
- After watching a video marketing, 65% of executives go directly to the seller’s website, and 39% immediately call them. (Forbes)
- After watching a video from a brand on social media, 64% of consumers will make a purchase. (Tubular Insights)
- 62% of Facebook users said that they become more interested in a product after seeing it in a Facebook Story. (Marketing Land)
Video Marketing Tools
The majority of marketers (83%) realize the importance of video marketing and are willing to use it as one of their marketing strategies, but they feel that they lack the time, resources, and budget to do so.
Luckily, you don’t have to be one of those marketers, because Breadnbeyond has just compiled a complete list of video marketing tools. The list consists of 121 tools and platforms for making video marketing, such as:
- DIY Animation Tools
- Video Marketing Platforms
- Live Streaming Platforms
- Video Editing Tools
- Interactive Videos
- Sound Effects Library
- Stock Video Library
- Sound Recording Tools
- Scriptwriting Utilities