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Why you should be using video in your marketing mix

Eighty-five percent of businesses use video as a marketing tool, and even more notable, 92% of marketers who use video say it’s an important part of their marketing strategy. Why? Video conversion rates outperform any other digital marketing platform.

According to Social Media Today, 81% of people have been convinced to buy a product or service by watching a brand’s video. If you want to rise above your competition, start incorporating video into your digital marketing mix. Video has the power to increase customer engagement on your brand’s digital channels, educate consumers, and reach your audience on additional platforms.

Why Use Video Marketing?

Video is a powerful way to strike up a conversation with potential customers or grow a relationship with your current customers. Video production can be incredibly cost-effective with a little planning. You can shoot a high-quality video using your phone and publish it to YouTube, Facebook, Instagram or LinkedIn. In addition, online video editing software is available for all skill levels.

These are just some of the reasons we love video marketing:

1. Your customers love videos.

Seventy-five million people in the U.S. watch videos online every day. Potential customers are spending hours watching videos on YouTube and Facebook, simply because video content is easily digestible and, well, entertaining. According to Hubspot, consumers prefer to see video content from the businesses they support – rather than emails, social content, blogs and downloadable PDFs. You have the opportunity to capitalize on this popular digital channel by feeding consumers what they want!

2. Spark brand engagement.

Visual content can have a powerful impact on consumers, immediately and effectively capturing their attention; video is no exception. Adding video to your marketing mix helps humanize your brand by sharing emotional stories that resonate with viewers. Video has the ability to connect with consumers on a deeper level and foster meaningful relationships with your current customers.

Videos receive a substantial amount of engagement on social media and blogs. On social media, consumers are 1,200% more likely to share video content than they are links and text combined. To encourage customers to continue engaging with your brand, include a call to action in your video content.

3. Improve your SEO.

Using digital video content can strongly influence your search engine ranking, and as a result, your website traffic. Search engines place significant value on videos because they see them as high-quality content. Research by Martech Zone revealed that an optimized video increases the chance of your brand being on the front page of a Google search engine result by 53 times.

Time spent on a website is another Google ranking factor that video affects positively. When users are invested in a video, they’re consequently spending more time on your website, showing Google that you are providing visitors with valuable content. Be sure to optimize your videos so search engines can understand your content by incorporating keywords, a descriptive meta and a strong title!

4. Boost your social performance.

Social media is probably the most effective and impactful use of video marketing, with video being the most shared content on social media. Social media platforms understand this too and they place a high priority on video content in your followers’ feeds. Live videos, Stories and video ads all provide ways for you to integrate video into your social strategy and connect with customers.

5. Reach mobile users.

People use their mobile device to watch video content most often. You can reach on-the-go mobile users more effectively by including video in your digital marketing efforts. It’s important that you optimize your video content for all screen sizes to ensure that all users are provided the best possible viewing experience.

6. Video is for all platforms.

Video complements your digital marketing mix well with wide-ranging versatility. Video is an engaging content format that’s shareable across multiple platforms, for any occasion. You can add a demonstration video to a new product listing on your website, interview a company employee for your monthly email newsletter, or share live footage of an event you’re hosting on social media. An effective video marketing campaign encompasses all digital channels.