Why your business needs video marketing

Over the last year we’ve seen a huge increase in requests for our animated video services and when we’re not working on them, we’re encouraging our other clients to embrace the age of video marketing and create engaging video content to promote their services and products. If you’re not doing it, you definitely should be because your competitors sure are! A short video can tell a thousand words! As videos are becoming more popular, the costs are declining and it might not be as expensive as you think to create something truly engaging and unique that will speak to your customers.

Our wonderful clients Project Aware based in Australia and America are all to aware (excuse the pun) of how important video marketing is becoming and are regularly commissioning videos to raise awareness and educate people on the effects of marine litter. Take a look at the video we created for them about The Ugly Journey of our Trash.

“Show the readers everything, tell them nothing.”
—Ernest Hemingway

Video is the most effective way to engage your target audience and tell a story and that tempting play button is an extremely effective call to action. It’s so important in the sea of competition to connect with people on an emotional level and video is a great way to do that. Facts tell, stories sell. Attracting customers is so much more than listing the benefits of a service or product. Customers respond to who we are as well as what we do and what our companies culture communicates. People buy from people.

A recent study from Ascend2 found that customer testimonials, demo videos, and explainer/tutorial videos were the most effective at helping convert leads. In 2016, more companies will produce videos for customer journeys and 91% of companies say they’re still seeing the effectiveness of marketing videos increase. 71% of those with successful video programs say they’ll increase investments in video production in the coming year. And why wouldn’t they when businesses that use video are seeing revenues grow almost 50% faster than their competitors who don’t use video. This makes it all pretty clear. If your business isn’t investing in video marketing, you definitely should be. Still not convinced? Take a look at some of the benefits.

Global Reach

Most companies are self hosting their videos and using YouTube as an accompaniment. This is wise. YouTube is now the 3rd most visited website in the world and almost 5 billion videos are watched on YouTube every single day. That’s incredible! (fortunelords) The number of hours people across the globe spend watching videos is increasing year after year and more importantly you can navigate YouTube in more than 76 languages which covers over 95% of the internet population. There’s no reason your business can’t go global!

Social Media Loves Video

It can be difficult to crack into the world of social media marketing and there’s no doubt it takes a huge amount of time and effort. Half the battle is ensuring you’re sharing engaging, relevant content. Recent statistics show that video is the way to engage. Between April 2015 and November 2015 the average daily views on Facebook doubled from 4 billion views to 8 billion views per day! (source) According to Wyzowl 87% of businesses who use video say they use it on social media. Of these businesses, 78% say they believe it to be an effective tactic. You might be thinking that your photos and written content are getting engagement so why do we need video? You should know that social video generates 1200% more shares than text and images combined! (source)

Measure Success Easier

Some (12%) businesses who don’t use video are less than enthusiastic about investing in video marketing because they can’t prove the ROI (return on investment). This is obviously an important issue when spending a possibly limited marketing budget especially if you’re a small business. The fact is however, that video allows businesses to measure success much easier than text based content. Being able to see what people watch, how long they watch for, if and when they take action or leave the process is key for businesses to be able to change techniques and distribution leading to more effective marketing. If it’s not working, you can see how to fix it. (source). Still not convinced? 93% of businesses who use video believe that it has increased user understanding of their product or service and 64% of businesses who use video believe that it has directly led to increased sales.

Customers Love Video

We know video is better for marketers to measure success but what about the customers? They love video marketing too! Four times as many consumers would rather watch a video about a product than read about it and shoppers who view a video are 1.81 times more likely to purchase than shoppers who don’t. (Source) This shouldn’t come as much of a shock these days. Consumer usage of View on Demand (VoD) video is expected to double by 2019.

Quality is Key

There are however ways that businesses get it wrong and it’s important to adopt the ‘you get what you pay for’ stance when commissioning. As much as it can be tempting to purchase a ready made video online for a small fee; it’s important to remember the fact that a bespoke video, tailored to your brand and your audience is going to be much more effective than an off the rack video. Your website intro/explainer video for instance should communicate your business story, ethos, personality and be consistent with your existing brand to be effective. Here’s an example of Sphere Solutions intro video created to communicate their business story.

You get what you pay for

Here is an example of a bad marketing video that doesn’t encourage any emotional attachment or engagement. Animating text doesn’t make a good video, you might as well just write it in a blog post. Moreover, consumers will notice. According to Wyzowl 61% of consumers have said they’ve been put off buying a product after watching a bad video. 25% said that a low quality video was discouraging. Bottom line, not all videos are created equal. It’s important to put a strategy together and effort into the creation of your video or it could damage your brand. The opposite effect of what you want it to have. You could risk losing customers rather than gaining.

If you’re not convinced yet about why your business needs video marketing there are hundreds of articles and statistics online that should help. I’ve outlined some here but the benefits of investing in video marketing are boundless. It’s definitely the future so don’t get left behind! So, if you’re not thinking about video marketing for your business, you should be but make sure you do it properly. Get advice, get a professional and don’t rush! It could be the different between gaining new customers or losing existing ones. If you’d like some more info get in touch via info@jessicadraws.com or drop us a line on twitter or facebook!

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