In this blog, we are going to talk through some of the benefits of Video Content Marketing, and how you can create a plan that drives results at all stages of the marketing funnel.
Picture this; you’re scrolling through Facebook and your friend has shared a DIY campervan film.
You’ve got some time on your hands and give it a cheeky play. Before you know it, you’re hooked.
10 minutes later you’re sat thinking you could definitely build a camper yourself. You’re even thinking about how much fun it would be to have one.
That is the power of a good video. It’s convincing, it plays into your likes and dislikes, and it requires an emotional response.
Video can be an incredibly powerful tool to have in your content plan if it’s done right. Thanks to social media, video is now one of the primary influencing factors when it comes to a purchasing decision. In fact, one-third of all online activity is spent watching videos. Data from Nielsen, which analysed 500 FMCG campaigns in 2016 and 2017, shows creative is responsible for 47% of the sales uplift, ahead of reach (22%), brand (15%), and targeting (9%).
So, if you’re looking for a slice of the video pie, we don’t blame you.
Here’s why video content marketing is the key to your brand awareness…
Video content marketing is always one of the most successful ways of marketing a brand, business, product or service because it creates an emotional connection with an audience. Emotional engagement is the most important part of seeing sales uplift, brand recognition and raising brand awareness more generally. When your audience connects with you emotionally and becomes invested in what you are doing – they will always be more likely to buy from you.
HyperFine Media says that including a video on your landing page increases conversion rates by 80%. And it’s a similar story for ads, Databox found video doubled the number of clicks on Facebook ads compared to a single image.
So, whether you use a short 30-second clip on your ad or use your brand film on a landing page, video is a great way to grab attention and encourage those all-important conversions.
Though the type of video you may use across B2B/B2C businesses may differ – the connection you must make with your audience remains. You must capture their attention, answer questions, and most importantly, influence your buyer’s decision. If that’s what you are looking to do with your marketing – then video is the right creative for you!
The beauty of video is that if you do it right, you can repurpose footage for both your landing pages, ads, and campaigns.
The best way to do this is to create a content bank that you can keep coming back to. This may be using product video, corporate videos, or even brand video. Once you have a bank of video content to use, it can easily be re-edited and repurposed to fit a whole new narrative on a completely different channel. It means that video doesn’t always have to be expensive, and it can be more accessible to startups and SME’s to really get an impact from their marketing.
Whitemeadow is a great example of a client of ours who took the leap into the video world. They have invested time and time again on multiple projects across Brand and Product videos to better communicate their offering to their customers. They use these videos across social media, their website, and in communicating with customers. This meant when it came to creating a brand film for their website, we already had the footage we needed to show off their internal culture, saving time, and reducing costs.
Using high-quality video on your website will give you an upper hand when it comes to search engines. Video helps to boost SEO by increasing click-through rates and lowering bounce rates, making your site more engaging in Google’s eyes.
It’s important to make sure your videos are tagged properly and are related to the keyword you are targeting to ensure anyone who clicks on your page is interested in the content.
In 2021, Google will be making updates to its algorithm to take overall User Experience into account. So when planning to use video, make sure you bear in mind that pages must be crafted for user intent and user journeys. Because of the size of videos, it’s also important to make sure any video content you upload to your site is optimised so it doesn’t take too long to load. Page speed is another ranking factor, and you could see negative effects if you have files that are too large.
Now more than ever, it’s important to think of new ways to replace face to face contact. Video is a great way to connect with people in a personal way from a government-approved distance.
Whether you need a new way to sell your services or your product instructions are hard to explain over email – video might just be the answer.
If you’re thinking about changing up your approach and using video to boost your digital communication, give us a bell to see how our team can help you.
For more information about video and animation, please see here.