Video content is starting to become especially effective in the world of digital marketing. There are several reasons why the current and future trends of digital marketing all point towards video content. In this article, I am going to be focusing specifically on video marketing in digital marketing which covers the use of video promotion on social media and the use of YouTube as well as other video platforms. I am also going to be discussing the impact of video marketing on several different types of digital marketing strategies including SEO (“Search Engine Optimization”), email marketing and content marketing. The first point about a modern digital strategy full stop is that people are far more likely to watch a video about something than they are to sit and read about it. This means that video marketing has a far wider reach than most other forms of advertising. This is backed up by a study by Forrester Research Group, who found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages. As video marketing combines visual and sound, people are far more likely to remember the call to action and the message than they are from an image or a piece of text. In fact, a planning and strategy survey in 2011 has shown that people are up to sixty percent more likely to take up a call to action after seeing a video ad. Also, videos don’t have to involve big money productions with actors and celebrity endorsements to be seen as effective. Many people are more likely to trust a video that gives an honest view of what a product looks like or how it works. Consumers are far more likely to pick up about the products or services that a company is offering if their experience is placed in context. Videos showing how a product works, how a customer can use a service in the real world and different ways to get the best out of the product can be incredibly useful for the consumer and help build a form of trusting consumer-provider relationship. On top of that, the videos on the internet can be easily accessed from all sorts of smart technology from mobile phones to smart TVs and because these videos are shared so widely across the internet they are easily found on multiple platforms from YouTube to a company’s own business page. As digital marketing trends suggest modern consumers are looking for a more authentic approach from the businesses that are trying to sell them something. So as skippable adverts and ad-block software begins to become more popular as customers want more control over the advertising, something that’s slower and more engaging like video adverts could become even more successful. Due to being able to tell a story and show the customer the best bits of a company from the word go. Video marketing can be used and is successful at helping promote a wide range of different products and services in a wide range of different markets. From not-for-profit initiatives encouraging donators to part with their cash, to cosmetics providers showing why their products are the best on the market, all sorts of industries are seeing the benefits of video marketing. From giving businesses a more human and personal image rather than just a corporate facade, to providing a great customer relationship building tool, the list of benefits that video marketing can offer a company is really quite astounding. And the fact that cost-effective solutions such as mobile and digital marketing in the form of video that can provide a higher return on investment compared to more traditional marketing styles is the most compelling reason to start using and developing a video marketing strategy for any business today. Videos can be used in a variety of different ways to help in marketing campaigns and the end goals of any campaign should always determine the type of video to be used. From creating an emotional response to tapping into the recent surge of visual technology that’s never been available before to marketers, video marketing strategies are growing in their diversity and reach year on year.

The Power of Video Marketing

By 2019, video marketing had already become an essential part of a business’s marketing strategy. Now, even here in 2022, it is still only increasing in popularity. And it is for good reason. First and foremost, every major platform that allows for the sharing of video content (think social media platforms such as YouTube, Instagram, and Facebook as well as business platforms such as LinkedIn) now favors video content over other forms of media. This means that if there is a video and an alternative form of media on a particular topic, the video will show up first in a search of related content, even if the video has fewer views or interactions than the alternative. This is because, as the data shows, the majority of people (71%) find online video content not only more relevant but also they are far more likely to engage with that than they are with print material. This is what is known as ‘inbound marketing’. Inbound marketing is simply “the methodology that focuses on creating quality content that pulls people towards your company and product, where they naturally want to be”, to quote HubSpot, the marketing, sales, and service software provider. And what company or business wouldn’t want that? It has also been found that online video content captures people’s attention far longer than something such as an image or a well-thought-out slogan. By modern standards, attention spans can be extremely short. In fact, those trying to capture and hold the attention of others in 2022 are said to have an attention span which falls well below that of a goldfish, said to be around 9 seconds. Now, the data for this, conducted by the National Center for Biotechnology Information, could be argued to be a little dated as it was published back in 2015 and you may feel that people’s attention spans have worsened since then.

Types of Video Content

The article emphasizes that video marketing can continue to focus on engaging the viewers emotionally as well. For that, the article advocates the strategy for using video content as an emotional tool in digital marketing. The potential of such strategy to increase conversion rates is highlighted.

Customer testimonial videos – ‘Social proof’ in the form of customer testimonials is a powerful tool for digital marketing success and a customer testimonial video is the perfect way to demonstrate the positive experiences and thoughts that clients have of a particular product or service. Making them achievable to the brand and the power of the service or product. These types of videos are often used throughout the customer journey. Not to mention the video content is more likely to be shared than other forms of content in this type, which can help to spread the brand and satisfy marketing goals.

Tutorial videos – How-to videos could also be called tutorials, guide videos, or instructional videos. Tutorial videos are used to show the user how to complete a task and guide them through the process. These types of videos can build trust and loyalty by encouraging users to take an action or shape a behavior. Such types of videos can also be effective at the early stages of the marketing and sales funnel.

Demonstrational videos – Also known as product videos, these types of videos are used in order to demonstrate and show off products. Viewer types are able to see a product in action helping them make an informed purchasing decision. These types of videos are often utilized in the last stages of the marketing and sales funnel. They can also be distributed on social media, in emails, on product pages, and in advertisements.

Explainer videos – These types of videos are used to explain a product or service, and keep in mind that explainer videos are usually placed on a landing page, your website’s homepage, or a prominent product page.

Finally, the time has come to discuss the types of video content. A variety of video content can be used in a video marketing campaign. Here are the most common types:

Increasing Conversion Rates with Video Content

As stated previously, a big percentage of online shoppers will research for a product and read reviews before making a purchase, and this is where leveraging the power of video content in digital marketing can assist in increasing the chance of these visitors to act and become customers. There are many types of video content that can be used in video marketing, and this includes explainer videos, demonstration videos, animated videos, case studies, testimonial videos, and many more. No matter what type of video is being used, the main thing to note is that using video on landing pages or website home pages will definitely increase conversion rates. This is also supported by the research done by Marketing Sherpa, which states that placing a good video on the landing page can increase the conversion rate by 80%. Big online companies such as Amazon also prove that by incorporating videos on their product pages, they have increased the sales for that particular product. Additionally, according to Cyber Alert, video in email marketing has been shown to increase click-through rates by over 96%. This is supported by the fact that most of us do not have the time to read a long email, and we will just normally skip it. But by having a good and interesting video in the email, it will definitely catch the attention of the receivers and encourage them to click on the main page of the website.

The Impact of Watching a Video on Conversion

In fact, according to a study by “Internet Retailer”, viewers who chose to view video on a website stayed an average of 2 minutes longer and were 64% more likely to purchase compared to other viewers. The data revealed that viewers who watched a product video were much more likely to make a purchase than non-viewers. For the sale of expensive or complex products where the customers needs more persuading, the impact of video on the consumers’ decision-making process is a huge advantage. Businesses are keenly aware of these behaviors as video adoption grows. The same study found that 51.9% of marketing professionals worldwide are naming video as the type of content with the best ROI. Helped by these statistics, the idea of video marketing has no longer been the future it is the present. The 2019 Video In Business Benchmark Report has been published by Vidyard. This report analyzed video data from over 250,000 videos, over 600,000 video viewers and over 11 million video minutes and over 4,000 businesses using video on their website. The report found that not only a growing number of businesses are using videos on their landing pages, the videos are proving to be working effectively too. On average, businesses using video on landing pages see an increase of 86% in their conversion rate.

Building Trust and Credibility

While online shoppers are becoming increasingly savvy, it is rare to find a merchant that provides full product specification and sufficient information about how their products would best be used. With video, marketers can prepare the consumer with all the information they may possibly need about a product or service. First and foremost, video content helps in building initial interest. When a consumer first sees the product, the more information that the customer can obtain, the more likely they will go on to the next stage and make a purchase. Secondly, video significantly increases the perceived value of a product or service. It gives the impression that the product is of a high standard and much sought after because there is a great deal of information to relay. Videos informing about a product or service tend to be much longer and more in depth than their print and image counterparts. This means that a large amount of structured data can be conveyed, which in turn builds up the product in the eyes of the shopper. Such data can be used not only in the video itself but also in the organic search results, allowing links to videos to be displayed under the product listing. This helps increase the click-through rate and the chance of the shopper then making that all-important purchase. And in addition to all of that, video content can provide a very persuasive argument. Naturally, the success of using video content in digital marketing to increase the conversion rate very much depends on the quality, relevancy, and the interest that the video generates. So once the consumer is fully interested and starts to desire that product, it is also the video content that can help in converting the desire into action. Whenever a consumer views a video online and takes an action (for example, signing up to an event or making a purchase), this is tracked by most major sites. The statistical info shows that in the UK during 2014, 35% of the people have taken action after viewing a marketing video. And to stress the value of video in digital marketing further, the 35% jumps to 46% within the 24 to 35 age range. However, many people have the desire to men, so when a consumer watches a video, it is very easy for them to not trust it and this can then culminate in them not advancing to the next stage in the sales funnel, whether that is signing up to a newsletter or making a purchase. Videos that are very obviously pushy or trying to sell something will not really help to increase that trust value. It is the informational videos that really help to build up the trust. Videos showing how something is done or explaining the benefits of a particular product or service will help to provide the shopper with the information that they are after and then in turn they will feel that that information is genuine and objective. This taps into a psychological thinking pattern called reciprocity. When a company’s video has been combined with an article, then this has been shown to increase the average recall of those articles by 28% and it has also been shown to increase the likelihood of the consumer visiting a company’s website by up to 55%. Building trust and providing information is crucial when any company explores into digital marketing strategies. And video can be used to strengthen the trust level with the consumer in a number of ways; visually aiding them in finding the product the consumer is researching, offering a more subjective view of a product’s value, and most importantly, engaging and bringing the shopper closer to making that all-important purchase. Online shoppers have less and less time to go from initial product or service research to the point of the purchase, and without the aid of good video, merchants are less likely to be successful in converting these potential consumers into actual consumers. So when a technology such as video is expanding so rapidly, bringing with it opportunities to increase sales conversion rate, meanwhile bringing a cost-effective way of providing worthwhile information to the shopper, it is a surprise to see that not all merchants have embraced the potential of video marketing.

Incorporating Call to Action in Videos

When it comes to digital marketing, the main goal is to convert an audience into potential customers. This can be achieved using strong call to actions in marketing content. When it comes to video content, the same principle applies. By incorporating call to actions in the video, you are encouraging the viewers to engage with the video content and take action. This can lead to a more interactive session and at the end of the video, the call to action can be something that makes the viewer engage with the product or service straight away. For example, a video may simply end with a shot of the product, a website URL and a message to say something like “click today for more information” or “try product now for free”. Every video you produce should have a specific aim in mind. Think about what you want the viewer to do after they have watched the video. This will help you decide what the main focus of the video will be and what the call to action at the end of the video will be. If the video is to promote a brand for example, then you want (if the viewer is interested) them to visit the website. This means the call to action should be the company web address or a specific page on the website. However, it’s important not to mislead the viewer. If the aim of the video is to promote a product, then make sure the video is a product video and the content and call to action align with it. If the viewer then takes the action and it is not relevant to what has been shown, they are likely just to leave the site. Videos should be short, punchy and have that entertainment factor to keep the consumer’s attention. This doesn’t mean that you cannot have a longer video but it does mean that if you do produce a longer film, you need to make sure that the viewer is kept interested for the duration. The attention span for a viewer varies on what the subject matter is. However, it is fair to say that people are quite impatient on the whole so the start of any video needs to be impactful. Secondly, for longer videos, change the camera angle or what is in the shot. This slight change resets the viewer’s attention. Using effects and sound as well can also help maintain the attention. It would be all too easy for a viewer to click off your video to another Internet page – the aim is to keep the clicks on the video and engage the viewer for the whole duration. With annotation features and now with the option to click on a moving object in videos, the scope for interactive content is massive. A call to action doesn’t just have to be at the end of the video; it’s possible to provide interactive content throughout. For example, a video could be made to have different endings based on what the viewer has clicked on during the video. This level of engagement would mean the consumer is more likely to go on and explore the product further. Using such techniques will provide additional benefits – such as being able to measure how popular the content is and at what point the viewer lost interest and did not continue. This sort of information can then be used to refine video content for the future.

Enhancing Brand Awareness through Video Marketing

Another effective way to enhance brand awareness through video marketing is by leveraging social media platforms. Social media marketing can help you increase your brand’s presence, get more traffic, and also promote your brand for a long time. And when you use video in your social media strategy, you have the means to enhance your brand’s reach and visibility. Many popular social media platforms like Facebook, Instagram, and Twitter already have built-in features that allow sharing of video content. The rule of thumb for video content across all social platforms is to inform and engage, not to interrupt. On top of that, your choice of target audience group is crucial. Other alternative choices like geographic location, age, gender, and the customer’s online behavior are also important factors to build up successful social media video marketing strategies that will increase brand awareness and recognition. Always remember to put a catchy caption on the video which contains the targeted keyword. The keywords used in the captions should not only describe the content in the video but should also be what people type in the search bar when they are looking for this content. Also, it is important to put all the vital content upfront in the video. Keep in mind that you have just a couple of seconds to grip the audience, and if they aren’t interested in these first few seconds, they are likely going to scroll on to other things. Every video needs a powerful beginning. With the hectic pace and the information-filled display of social media, the attention span of average humans nowadays has dropped significantly. Just like choosing the right movie or television show to watch, making sure that we enjoy the first few seconds of the show is extremely important. The same idea goes towards making videos in order to capture the short attention spans of social media surfers.

Leveraging Social Media Platforms

Many marketers believe that the strong marketing power of video content can only be achieved by a large budget. At the exact same time, online marketers aren’t specific. They think that many consumers lose their interest after seeing the very first video and work out less interesting videos. This is real. However, when you have a good social media content like video, you will leave a memorable mark on your customer’s mind. Video marketing feature of the social media remains in a raising state. This is especially the reason that there is extremely little cost for the YouTube in addition to increasing views daily. With over 60 hours of video being posted in every hour, something for you to think of when marketing your video. YouTube, this platform has a very big audience with 1,000,000 special monthly visitors. This is definitely the most convenient way for video marketing. Facebook now has actually overtaken this in video feature. Exactly what are we missing on Facebook as marketers, the age is about 30, 2 third of the users are women and 67% of users are non Caucasians. What you are losing out here. It is better for online marketers to publish on public and remain however personal views are still up to you. This helps the video to be viewed by non good friends. The potential customer of video marketing on social media is immense and continually growing. Creative content engagement and video marketing can not just capture a consumer’s attention, it can also direct them into a marketing funnel. This quality content can lead to track record building, likewise affecting in purchase choice. These are crucial elements related to the basic advertising. Videos can build trust very quickly. If the video has a genuine content, it can make the brand for which you are looking for. Customers are extremely content to discover newer products through video marketing and the majority of them choose to have a brief video about the products. Also most of the sellers these days are trying to reach consumers through video marketing and they want to establish themselves in addition to their brands. Social media marketing today is among the pillars of modern-day service marketing. This consistency look for the very best ways for promoting business throughout both little and huge environments. Video marketing through social media is among the very best techniques that can be put into practice for the improvement of business environment. It stands apart from other standard methods and it provides an indirect opportunity for the service providers to expand their service or products. But still people have the problem in choice and upload of social media in conducing video marketing. It is apparent that nowadays social networks are ending up being the embodiment of marketing standards and the most successful platform to promote and market specific items and services. Social media marketing today is one of the pillars of modern organisation marketing. Video marketing through social media is one of the best methods that can be put into practice for the enhancement of service environment. But still people have the issue in choice and upload of social media in conducing video marketing. It is obvious that nowadays social media are becoming the embodiment of marketing norms and the most successful platform to promote and market specific items and services.

Capturing Short Attention Spans

One major benefit of video marketing is capturing and retaining the attention of consumers with short attention spans. Video is the most popular form of online content and is much more effective than text or audio because it grabs the viewer’s attention so much better. An average internet user’s attention span is absurdly short, with studies suggesting that it is getting increasingly shorter and is currently about 8 seconds. Users form an opinion on a website within just 0.05 seconds of landing on it and 94% of that first impression will be related to the site’s design. For example, if a potential customer finds a video on your website and watches it all the way through, it sends a strong message to search engines like Google that the customer is engaged – the longer the better. This will then lead to the search engines giving the web page a better ranking. This is primarily because the search engines are programmed to deliver the best quality content that provides value to the user and keeps them engaged and on the page. One of the most effective ways to capture a viewer’s attention in a video is to evoke strong emotions within the first 2-3 seconds. These could be positive, like happiness and excitement, personal like empowerment and belonging or social, like understanding and friendliness. The human brain is hardwired to detect and respond to emotions and graphic imagery, so when a viewer sees a powerful image or video within the first few seconds, the brain will automatically pay more attention. Also, it is essential that you front-load your content; your most important information should appear in the first few seconds. For example, your video should lead with key points and main ideas that you want your viewer to take away. This is because nearly 20% of viewers will click away from a video in the first 10 seconds if it has not provided them a clear reason to stay. Not only does video marketing capture attention and focus but it also is a great way for your brand to cultivate trust and credibility to quietly and subtly market your product or service. High quality videos can easily position your brand as an expert in the market and in the mind of consumers.

At Sotavento Medios, we understand the importance of creating an effective video marketing campaign. We have the expertise and resources to help you create engaging videos that will help you reach more customers and generate more leads. Contact us today to learn more about how we can help you leverage the power of video marketing.