Why is video marketing so powerful?

If you’ve been thinking about using video as part of your marketing strategy – you’re not alone. In fact, if you’re not already doing it, you’re dragging your feet!

According to a 2020 survey of 694 marketers and small businesses by online video platform Biteable, 61% of businesses said that videos were a vital part of their marketing strategy.

So, why is video marketing so powerful? And how does it reach the people that matter to you – your customers?

How are Aussies shopping these days?

Before we jump into talking about video, let’s look at your customers, and how they’re shopping and making purchasing decisions.

Finder reports that excluding groceries, 75% of Australians now shop online. So, it’s safe to say that online shopping is a power to be reckoned with – and harnessed – for practically any type of business!

While Amazon continues to be the most popular port of call, the use of search engines comes close behind, followed by retailer websites. And the ecommerce social sites of choice for today’s consumers? Unsurprisingly, YouTube, Facebook and Instagram lead the way.

Look at me, look at me!

Since Facebook is such an important player in attracting consumer interest and engagement, let’s get to the point of our blog and look at why video is a more powerful marketing format than, for example, static ads.

According to marketers surveyed by Databox, videos on Facebook drive more ad clicks than images. And we’re talking videos 59.3%, vs images 29.6% (and the rest fell into the ‘meh, no difference’ camp).

As for using video on your website – it’s a big yes! Videos are not only more engaging than text for the visitor who wants easily digestible information about your business, products or service, but they help drive SEO and search engine page rankings.

The why and what of using video marketing

If you’re trying to make your marketing budget go further and work harder, the news is all good when you choose video. In fact, Biteable says that 66% of digital marketers reckon that video delivers them a better return on investment than Google ads!

So, what are smart marketers using videos for?

• 53% use them to raise brand and product awareness – think social media feeds
• 52% to build trust with prospective clients – for example, onsite ‘about us’ videos
• And 49% to drive consumer engagement – find out more and do it now!

Lastly, what makes a powerful video?

It’s fair to say that not all videos are created equal.

A powerful video leverages a combination of music, colour, and eye-catching movement. The messaging is well thought through and carefully scripted. It’s fun, immediate, moving, exciting and interesting. As well as being a joy to watch, it promotes active, positive audience engagement with your trusted brand, solutions, and products.

When done well, video marketing cuts through digital clutter, delivers your messaging in a more compelling and relevant format, and delivers a genuine return on investment.

Given that by the end of this year 82% of all consumer internet traffic is going to be video focused (see what we did there?), it’s a dead cert that video is a powerful digital marketing trend that’s here to stay.

So, can you afford to ignore it?

Want to know more about how you can create powerful video? Talk to us here!