Why Videos are Outperforming Pictures in Regards to Online Marketing
Videos have always been a high-demand medium for those who are looking to promote their product or service through online channels such as YouTube. However, you may have noticed the growing trend of embedding videos within a website. The same holds true for social media platforms such as Facebook. Why are videos taking the world of digital marketing by storm and what can we expect to see in the months ahead?
Information and Entertainment
It could be argued that the days of static SEO-rich text are fading away. Still, we all know that quality content can ultimately make the difference between a sale and a missed opportunity. Videos are set to bridge the gap between success and a lack thereof. A recent study by Cisco highlighted that videos are slated to account for no less than 69% of all consumer traffic by 2017 (1). The fact of the matter is that we live in a visually oriented society. Failing to capitalize on this trend could have negative consequences upon your business plan.
The Smartphone Influence
Another factor that is impossible to deny is the fact that we all use our smartphones on a daily basis. From downloading the latest games to watching a streaming broadcast, the days of 4G are now upon us. Very few consumers are willing to enlarge a block of text and read it from beginning to end in order to get a handle on what is being offered. Videos can accommodate this need in a fraction of the time. Any small business that fails to take advantage of this opportunity could soon find itself playing a game of catch-up for years into the future.
Content marketing can be a tricky arena. It is difficult to understand what an audience may want and if static text or info graphics are boring, there is no doubt that your sales will suffer as a result. These concerns can be (partially) addressed through the use of video. For example, were you aware that YouTube receives more than 1 billion visitors each month (2)? In the same respect, the average consumer within the United States views at least one video each week. The fact of the matter is that videos can provide access to a massive pool of potential buyers.
The Personal Touch
We should never forget that videos enable us to connect with an audience in ways that would simply be impossible through a static website. Let's imagine that customer has a complaint about a product that they recently purchased. As opposed to sending a lengthy (and formal) email or simply replying to a post, imagine the impact that a personalized video response would have upon the future buying decisions. Additionally, other clients are likely to be very impressed with your ability to go “above and beyond” the norm.
Another great aspect of videos is that they can be embedded across multiple sites. So, you could very well provide an outbound link to your Facebook page, a specific blog or even to YouTube itself. Not only is this a great way to increase your brand recognition, but Google looks favorably upon these actions.
Videos are without a doubt here to stay. Although well-written text and flashy graphics are always good ideas, we can't deny the fact that consumers want to be entertained, engaged and informed. Videos are the best ways to promote your product in a way that is appealing to your growing audience.