Channeling the Power of Video
In an ever-changing digital landscape, video content marketing is quickly becoming one of, if not the most effective ways to engage consumers. Thanks to the prevalence of social media apps which integrate video technology and big investments from digital powerhouses, video is now at the forefront of leading content and marketing strategies. As attention spans decrease, video is largely the most compelling way to catch your customer’s attention, and hold it. Video shouldn’t be an afterthought, but should rather play a dominant role in your content marketing plan. Here’s a look at some of the top reasons why video reigns supreme.
The presence of video does wonders for your SEO; according to Comscore, adding a video to your website can increase the chance of a front-page Google result by 53 times. Video also provides more opportunities to optimize your content. Unlike blogs, which yields minimal user-data, video feedback loops measure click-through rates, number of times watched and drop-off points. Equipped with these invaluable insights, content creators can then optimize future video posts according to what resonates best with your target audience. Further, your audience is more likely to engage with video, resulting in higher retention rates. In fact, 65% of viewers watch more than ¾ of a video, making video one of the more effective ways to communicate valuable information.
Video is also a great way to supplement product information, from digital spec sheets to product reviews. Animoto’s research says that 96% of consumers find videos helpful when they are making purchase decisions online. Moreover, 58% of them consider companies that produce videos to be more trustworthy. Studies show that using the word “video” in the subject line of an email can increase open rates by 19%, click-through rates by 65% and reduce un-subscribers by 26%. According to Twitter, unsurprisingly, videos and photos get the most retweets. This is likely because video creates a more powerful emotional connection than pure text. It’s this emotional connection that is paramount. The most successful content marketers design campaigns that create an emotional connection with consumers.
Here are some of our favourite video marketing campaigns. Notice how they all succeed in creating an emotional connection, create a compelling narrative and manage to keep our attention from start to finish.
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