Ian Allenden/123RF

Video Marketing: The Future of Content Marketing

  • 26 July 2017
  • Jermaine Wright

In today’s fast-paced world a lot has changed and will continue to change. The landscape of content marketing is one.

The pendulum has shifted – the power now rests with the customer/consumer. Gone are the days when the media and marketers dictate what is consumed.

Today, content only succeeds if it delivers what, when and how consumers want it.

So for marketers to be effective they have to keep up with the changing landscape by investing in cutting-edge forms of content, such as video marketing.

Video marketing is one of the few aspects of digital marketing which fuses value with a flexibility that suits the on-the-go lifestyle of the nowadays consumer.

They say that a picture is worth a thousand words, and video is like a picture on steroids.

Forrester analyst Dr. James McQuivey estimates that a single minute of video is equal to a staggering 1.8 million words – or a paperback book that’s around 6,000 pages long.

The Power of Video as a Sales Tool

Video marketing is an incredible way to create content that is personal and has a real impact on an audience.

Ask a good salesperson and they will tell you buying is largely emotion driven. Buyers want to feel good about their choice and video has an incomparable ability to, when done correctly, create emotion driven sales.

Much more effective at forcing action

Video content boosts conversions when used in emails and landing pages. 59% of busy executives say that they’d rather watch a video than reading the text.

Increases Brand Recall

The reason video marketing is more effective in email campaigns is that it’s highly visual and auditory, which makes it easier for most to remember than text-based content.

According to HubSpot, 80% of customers remember a video they’ve watched in the last month. When customers remember video marketing content, they also remember the associated brand, which usually translates to more sales and leads.

Strengths of Video Marketing

Viral Nature

With the increasing power social media platforms like Facebook, Instagram and Snapchat, it’s easier than ever before for regular people to take and share a video

It is estimated that 92% of people who consume mobile videos share them with other people. Simply Measured discovered that video is shared 1,200% more than both links and text combined.

According to Diode Digital, 60% of viewers will engage in a video posted before a text post. Video content is a powerful tool for any brand that wants to expand its reach.

Boosts Conversion Rates

To marketers and companies alike, there is nothing like conversion. Video content enhances marketing conversion rates.

According to HubSpot, 39% of business decision-makers contact a vendor after viewing a branded video.

Boost SEO

Quality and relevant video marketing content can dramatically improve a website’s SEO by driving traffic to it. HubSpot reports 65% of business decision-makers visit a marketer’s website after viewing a branded video.

By adding video to landing pages, websites, it increases a company’s SEO value increasing click-through rates right across the board.

Still not convinced video marketing is the way of the future? Check out these HubSpot statistics that demonstrate how popular video marketing has become in recent years:

  • Video is projected to claim more than 80% of all web traffic by 2019
  • Adding a video to marketing emails can boost click-through rates by 200-300%
  • Embedding videos on landing pages can increase conversion rates by 80%
  • 90% of customers report that product videos help them make purchasing decisions
  • According to YouTube, mobile video consumption grows by 100% every year
  • 64% of customers are more likely to buy a product online after watching a video about it
  • 87% of online marketers are currently using video content in their digital marketing strategies.
  • A third of all the time people spend online is dedicated to watching videos.
  • Video ads now account for more than 35% of all ad spending online.
  • 59% of company decision makers would rather watch a video than read an article or blog post.

Thanks to its viral nature, simple accessibility and built-in value, there’s no doubt that video is here to stay. Therefore, video marketing is the smartest course of action for content marketing for the future.

About Jermaine Wright