In 2019 video accounts for 80% of all consumer internet traffic. If your business isn’t already using video as part of your marketing strategy, here are three reasons why you should.
1. Videos boost engagement!
Videos help boost engagement with your audience, sparking conversation. Furthermore, videos increase your reach organically because they are far more likely to be shared. In fact, videos generate 12x more shares than text and images combined. Don’t take our word for it; let’s look at how video content has performed for some of our local businesses…
Here are three posts from BCI about the exact same topic. The posts with images received 1 and 2 shares respectively, and an average of 43.5 likes and 2 comments per post, while the video received 42 shares, 185 likes and 18 comments. The video had 12x more shares than the image based posts, which massively increased its reach.
Here are two posts on Air Rarotonga’s Facebook page from roughly the same time. The first is a video post, while the second is a typical photo post. As you can see the video has 540 likes, 57 comments, and 97 shares, while the photo has only 88 likes, 9 comments and 4 shares.
These results are not ‘one-offs.’ According to renderforrest.com, 92% of mobile video consumers share online videos, which contributes to 135% video increase in organic reach when compared to text and images. I would encourage you to do your own research and have a look at how videos perform when compared with images and text.
2. Videos are an investment.
In the last section, we compared how videos can have a much greater reach than text and images, but you’re probably wondering,
“ how does this convert to sales?”
Although video costs more time and money upfront, 52% of marketing professionals worldwide name video as the media with the best return on investment. Why? Because videos do far more than boosting social media engagement. According to IMPACT, adding a video to a landing page can increase conversions by 80%. In fact, merely mentioning “video” in the subject line of an email, will increase click-through-rate by 13%.
3. Video’s build trust.
One of the most internationally recognised brands, co-founder, Steve Jobs once said,
“a brand is simply trust.”
Trust is the foundation of what a brand is, and is something all companies should strive to build with their customers in the long term. High-quality video is a powerful storytelling tool which can be used to ignite emotion in your customers. While consumers may skim-read blog posts or flick past images, videos are highly engaging because they are a multisensory experience. This may be why 95% of viewers retain information from a video when compared to only 10% from text.
Pro tips:
Keep it to the point - research shows that videos under 2mins perform the best.
85% of video consumed on Facebook is watched without sound; so create a visual impact and add captions.
Conclusion:
Video is more cost effective to produce and distribute than ever before, and its demand is expected to continue to grow in future. With a bit of creativity and knowledge of your customer's needs, video marketing could be what your business needs to take it to the next level in 2019.