In the era of technology, online content marketing is the fastest way to promote business and personal brands.
Besides email marketing, blogs, podcasts, or social media posts, one of the most competent content marketing tools is video.
According to Demand Metric, in partnership with Vidyard, 83% of survey respondents said that video is increasing in importance.
Then, according to Wyzowl's State of Video Marketing Survey, 68% of people say they’d like to learn about a new product or service by watching a short video; when 86% of businesses use video as a marketing tool.
So why is video marketing one of such vital tools? Look at this article to find out the importance of videos and its role in businesses and individuals.
What is video marketing?
Video marketing is a business, organization or personal brand promotion activity. They can play their videos on any platform such as Youtube, social networks, or in online seminars, courses, etc.
As long as videos are seriously produced, they can be a practical way to promote your brand image to target viewers, thanks to its power of reaching a large audience group.
The best thing about video is that we can apply it to both B2C and B2B markets.
Not only do videos bring great efficiency, they are also a simple and low-cost branding method. As you can see, a lot of bloggers choose video as one of their primary ways to appear in front of their target audience.
Their videos may not be sophisticatedly designed, but they get good engagement, because the information in the videos is helpful and new to their audience.
Therefore, video content is a popular and favourite advertising tool that businesses and individuals use everyday.
The importance of video marketing
1. Videos help to engage the audience
The first thing that makes videos stand out from the crowd is their great engagement with the audience.
Since our brain is hard to save and memorize text stories, video is a better way to stick messages to the brain.
Good communicators are usually good storytellers. They know how to connect with others through their stories.
Many of them have taken advantage of this godly ability to make storytelling videos and capture millions of views.
Unlike long prose, watching a video helps the brain consume information easier. Video allows you to shorten your content and engage your audience within the first few seconds.
All you have to do is cutting down on long texts into short, memorable and receptive messages. That’s why you need to set up a detailed outline, script before you start filming.
LEGO is a great example of success in video storytelling. While its competitors choose to promote their products via movies, LEGO created their own short film and released it in 2017.
The movie tells how a dangerous slime threatens LEGO City, and the players need to choose how to save their city.
Another example of a storytelling video comes from Airbnb. It’s a deep, touching personal story told in a warm, gentle tone.
Because Airbnb understands personal stories can create empathy for anyone, this video appeals to a large audience. It’s even nominated for many different awards.
2. Video marketing touches viewers' emotions
Video gives businesses and individuals more opportunities to connect emotionally with customers.
Instead of the long and boring paragraphs, videos are the faster and more active way to connect with viewers. They create different emotions in the audience's mind that words sometimes can’t do.
Videos also bring a genuine experience to the audience.
Don't just regularly write blog, social media posts. You should produce videos to directly and frequently interact with your target audience.
It helps increase your trust and feelings to your audience. Instead of imagining you through prose lines, your audience can see you, hear you and share common stories, same experience with you.
Even if it's a voice recording, it offers good value that text can't provide.
Videos’ emotional connection make it become quite popular, the following numbers prove that:
In 2017, the Youtube blog reported that people watch over a billion hours of YouTube videos everyday.
In early 2020, Twitter also revealed it had 2 billion video views per day. Besides, video tweets received 10 times more engagement than regular tweets.
According to Digiday, Facebook has more than 8 billion video views per day, and up to 85% of these watch videos in no-sound mode.
My wife Quit her job, or Nia Shanks are two typical bloggers who regularly have engaging videos touching audience feelings.
3. Video is a great educational tool
According to Hubspot research, our brain processes images faster than text. As a result, video has become a valuable and easy educational tool.
Because of that, many businesses have chosen video to provide core information and training to employees.
According to Forrester Research, 75% of employees are more likely to watch videos than read documents, emails, or web articles.
Another study from Forbes said, viewers remember 95% of a message they saw on video compared to mere 10% when reading it in a text.
If you want to convey information or new knowledge to your employees, video is a wise choice.
In teaching and learning, video not only benefits students, but it also brings values to teachers.
A study conducted by Kaltura found that 93% of teachers said, using educational video improves students’ learning experience.
Video is also a way to break down traditional educational barriers, bringing new and interesting lessons to students.
4. Video creates empathy
As mentioned in section 2, videos can create very authentic experiences. It delivers higher empathy when you bring a real person on camera to communicate, connect with your audience.
Not only do videos show your good investment in work, but it also shows your interest in your viewers, your attention to their problem, and your effort to help them solve that problem.
The more authentic you are, the more your audience wants to see you as a trusted guide and mentor. And you will find it’s easier to convey your message to your audience. They are also likely to listen and follow what you say.
5. Video helps your customers to understand your product better
Besides emotional connections, video is a helpful tool to make customers well understand your products. According to research conducted by Wyzowl, 94% of marketers say that using video has helped users better understand business products and services.
As another report from Wyzowl, 43% of video marketers claim that video reduces customers' support calls.
You need to keep in mind that customers only make purchases when they truly know what benefits they can get from that product.
Good marketing campaigns, good articles are sometimes not as powerful as videos and visual descriptions cause they let customers see how to use products, what benefits they bring to their life.
You can find and watch a good video from Dropbox. They created a great video explaining all the strengths of their product.
6. Videos bring a good return on investment
Although Return on Investment depends on factors, including your marketing campaign, your content engagement, overall, video delivers better ROI.
Up to 83% of Wyzowl's survey respondents said that video gives them a higher ROI.
In addition, video is a helpful tool to boost sales. According to a Wyzowl survey, 84% of people say that they’ve been convinced to buy a product or service by watching a brand's video.
Back to 10 years ago, it might take your time to create a quality video. Nowadays, convenient modern technologies, fast video-making applications can help you do all kinds of video, and you only need to prepare a good script.
Typical video creations like Subblink are one of the ideal options for making subtitle videos with low cost.
7. You can create videos on different platforms
Professional marketers have tons of options for creating engaging videos. So, it won't be too difficult to find a method that fits your marketing goals.
Besides Youtube, you can consider other platforms like Snapchat, Facebook, Instagram. These are all super fast and cheap video creation methods that anyone can adopt.
Using Snapchat, Facebook, or Instagram, you should build a target customer file to create videos focusing on this audience.
In recent years, live videos have been popular among large, small businesses and individuals.
According to a report from Facebook, Livestream videos have 6 times more engagement than regular videos.
Online seminars (Webinar) are another smart way to apply video to the interacting process with the audience or customers.
During these seminars, you can answer questions from your audience or train them about your industry. GoToWebinar or Livestorm are two of such online conferencing platforms.
8. Video is an effective SEO tool
Unlike text, video is a popular technique to do SEO, bringing personal and business brands to the top of the Google search page cause Google often prioritizes videos.
Do you know that you are 53 times more likely to be on the top page of the Google search page if you post an optimized video on your website? This is not too shock because Google owns YouTube.
What you need to do is optimize your video to SEO it. Create attractive titles and descriptions, insert quality keywords, and put links back to your website and product pages.
Do whatever it takes to retain and convince customers to take the following steps.
For example, when you type: "How to make video on iPhone 12" to Google search bar, you will see the priority result shown first is a tutorial video teaching you how to create a video on iPhone 12.
You might lose access to one of the most effective ways to SEO your content on top, if you are not familiar with making videos.
9. Videos attract social users and social shares
Video and smartphones are inseparable. As an earlier study from Forbe says, 90% of users watch videos on their phones.
This number doesn’t bring too much surprise because in the current technology age, when most of us use smartphones, it is understandable that it’s the main gadget to grab everything, including videos.
According to a Google statistic, mobile users are 1.4 times more likely to watch advertisements than those who use phones or televisions. And these mobile users also tend to share the ads they've seen.
So, what hesitation prevents you from creating videos online?
10. Videos boost up email marketing results
Apart from the benefits of social media, videos can improve email marketing campaigns’ results.
When you insert a video link in an email, the click-through rate (CTR) can grow to 200-300%.
Emails that included the word "video" in the subject line can increase the open rates by 19%.
What does this number say? It proves that your target public prefers to watch videos rather than read text, even though they open email everyday.
In short, an effective video will help you go a long way and move closer to your goals.
You don't want to make videos? it's okay, that's your personal choice. Whether you are a large, small business, or even an individual who wants to build your personal brand, you are completely free to choose whatever you want to promote yourself.
However, be smart and wise with your decisions. You can write a blog, make podcasts or create custom fanpages. But your work efficiency will increase many times if you know how to take advantage of videos to develop credibility and brand, personal image.
Indeed, video offers so many benefits that we may not have thought of yet. In the end, video is the best tool you can use to make you stronger than rivals.
Remember, video is an essential way to get closer to the public. Don't set profits as your forever priority goal; think about the other benefits you can get from videos. Instead, sharing valuable information and positive points of view to win trust, interest, and loyalty from your audience and customers.
So now, are you ready to start making videos?