Why video content marketing is important for your brand

Table of contents

Are you already deep into content marketing and create high-quality content that successfully achieves your marketing goals? Very good! But maybe you're missing an important building block that will make your Brand even more so - video content marketing.

It is known that Content marketing is an effective way to build your brand and reach your target audience. An increasingly important form of content marketing is the Video Content Marketing. According to a report by Demand Metric 83 per cent of marketers say that videos are more important than ever.

This is reflected in the WYZOwl statistics reflecting that 87 percent of businesses use video as a marketing tool. In this article we take a look at what video content marketing is all about, why it's essential and give you some great ideas for video production.

You can read that in this text:

  1. What is Video Content Marketing?
  2. Why video content marketing is so important?
  3. How can you use video content marketing successfully?

What is Video Content Marketing?

In video content marketing, brands produce video content to raise their profile online. Videos are usually published either on YouTube or on a social network, but can also take the form of Webinars, courseslive videos or self-hosted videos.

Well-produced video can be an effective way for a brand to get its message out in a way that is easily accessible to a large audience. It works with both B2C and B2B content strategies.

The great thing about video content marketing is that it is becoming easier and more effective. The number of options available to marketers means that there really is something for every business, even those without traditional video recording or editing capabilities.

Why video content marketing is so important?

1. video content marketing increase conversions and sales

First things first: you can make serious money with videos. Adding a product video to your landing page can increase conversions by 80 percent increase.

Videos can also lead directly to sales. Studies show that 74 percent of users who have watched a video explaining a product or service have subsequently bought it. So you'd better start creating your exciting product videos now!

When you think about it, the effectiveness of videos is not even that surprising. After all, vision is our most dominant sense. Most of the information transmitted to our brain is visual. So if images can already massively increase engagement, imagine what moving images can do for your business.

2. videos have a great ROI

If you are not yet convinced - 83 percent of companies said that videos offer a good return on investment. Even if video production is not yet the easiest and cheapest task, it pays off. Plus, online video editing tools are constantly improving and becoming more affordable. And even your smartphone can already record pretty decent videos.

Another piece of good news is that your videos don't have to be perfect. It's the content that counts! Recent research shows that users are mostly put off by videos that don't explain the product or service clearly enough. Low quality and poor design were not nearly as important. So you could say that videos are comparable to pizza - even if it's bad, it's still pretty good!

3. videos create trust

Trust is the foundation for conversions and sales. But building trust should be a goal in itself. The whole concept of the Content marketing is based on trust and building long-term relationships. Stop selling and let people come to you by providing them with interesting and useful information.

Promotional videos can also build trust. Some consumers are still sceptical about buying products and services online because they fear fraud and deception. But effective marketing videos present your products in a conversational way. This creates a sense of individual approach, which is why 57 percent of consumers feel that videos have given them more confidence when buying online.

4. google loves videos

With videos you can increase the time visitors spend on your website. A longer presence builds trust and signals to search engines that your website has good content.

Moovly provides us with impressive statistics on this: You are 53 times more likely to appear first on Google if you have a video embedded on your website. Since Google's takeover of YouTube, the influence of videos on your search engine rank has increased significantly.

Make sure you optimise your videos on YouTube for SEO. Write interesting titles and descriptions. Add a link back to your website, products and services. Give potential customers the instructions for the next step. And explore the world of interactive videos to drive even more action.

5. video calls to mobile users:inside

Videos and mobile phones go hand in hand. 90 percent of consumers watch videos on their mobile phones. Since the third quarter 2013 mobile video views have increased by more than 233 per cent. YouTube reports that mobile video consumption is growing each year by 100 percent rises. As the number of smartphone users is growing steadily and they like to consume videos on the go, your video audience is getting bigger and bigger.

6. videos are a great way to explain your product

Video content is a useful tool when it comes to helping potential buyers learn about a product. In fact, according to WYZOwl 94 per cent of marketers said that the use of video content helped to improve users' understanding of a product or service.

Customers will only buy your product if they understand what it does and how it helps them. Not surprisingly, video content is such an effective tool for this, as the visual element helps companies explain product features, for example.

7. videos appeal to even the laziest buyers.

Video content is a great tool for learning, but it is also super easy to consume. Today's lives are very hectic, and there is usually not enough time to devote to long product descriptions or to delve into services. Video preference is one of the key drivers for using video in your content marketing.

Video marketing can reach a wide audience and works on many levels. Therefore, make sure that you appeal not only to the eyes but also to the ears of potential customers. Your competitive advantage will be doubly powerful!

8. videos encourage sharing on social networks

Social media channels are also promoting video content with their new features. Facebook launched 3600 Video, Live Video and Lifestage (a video-centric app for teenagers). Instagram has set up 60-second videos and Instagram stories, Twitter has Periscope. And YouTube is the second most popular social network in the world.

However, in a social media context, video marketers need to remember that people share emotions, not facts. 76% of users say they would share a brand video with their friends if it was entertaining.

So create fun, entertaining videos to encourage sharing on social networks. Emotions are not exactly ROI, but social shares can increase traffic to your website.

Video is a great way for marketers to reach a lot of people. It's easier than ever for businesses to create and share high-quality video content. If video is not yet part of your content strategy, you might want to think about experimenting with a few projects.

How can you use video content marketing successfully?

Contrary to popular belief, with today's technology it is very possible to produce videos without professional equipment. Almost all mobile phone models (regardless of brand) have an HD camera that provides good resolution and quality. In addition, there are numerous free tools for editing video material on the internet that are quite user-friendly and uncomplicated.

However, if you have no experience with video production, you will need to set aside a lot of time in your calendar for this. Because finding a suitable tool and handling it requires a lot of time and patience.

If you don't have the time or simply don't dare to start on your own with this powerful digital marketing tactic, we can help you with our expertise. See for yourself on our website about our 80 square metre studio with the most modern green box and equipment and let us knowhow we can support you.

Written by

Picture of Dusica Pavlovic
Dusica Pavlovic
Project Management Content Marketing & Social Media - Content marketing is Dusica's passion. With customised campaigns, she builds bridges to different target groups on the most diverse platforms. She transforms customer wishes into wonderful projects. Dusica.Pavlovic@b2impact.com
Share contribution:

This might also interest you

en_GBEnglish (UK)