Move over text . . . “video content is King.”
Nope, it’s not another cliché meant to max out your advertising dollars.
Online video marketing really works! And people of all ages crave it.
Just ask 85% of all U.S. Internet users who watch online video content every week.
If you’re not already using marketing videos to promote your brand, your competitors are. You are at a disadvantage if you do not implement video marketing into your advertising strategy – and we’re here to tell you why.
So, why video?
Two words: Exposure and Conversions.
Video as a means of advertising is no longer a creative option – it’s a necessity.
But is it worth the time and money – not to mention the tech-savvy – to create marketing videos?
The short answer: Yes.
Video delivers a lot of information in a short amount of time. It also doesn’t hurt that the storytelling format is appealing to multiple senses.
As visual beings – video is more memorable and more engaging to humans than other content types.
Need proof? Just take a look at these online video marketing statistics:
- 6 out of 10 people would rather watch online videos than television. (Google)
- 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
- 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading text.
- 72% of customers would rather learn about a product or service by way of video. (HubSpot)
With that in mind, here are ten reasons to incorporate shoppable content, product videos, and brand advertising into your marketing strategy today.
10 Benefits of online video marketing your brand need now
1. It’s the ultimate conversation-starter.
It’s not always easy starting conversations with your potential clients, especially if you are still new. When you need to humanize and authenticate your brand, marketing videos is your ultimate tool.
High-quality video content helps you establish trust, spark emotions, and even move skeptics to genuine customers. In fact, more than 55% of consumers say that videos give them more confidence to make a purchase online.
Studies show that . . .
- 79% of consumers believe brand marketing videos influence their decision to buy.
- Not only that, but over half of consumers (53%) say that they engage with a brand after viewing one of their videos.
- When it comes to millennials, these numbers increase to 66%.
- As far as engagement, 20% reported that they visited the brand’s website, while another 20% said they did additional research into the brand.
- 23% of people (30% of millennials) state they want marketing videos to include a link that allows them to make a purchase.
2. It’s a powerful way to boost your conversions.
Marketing videos can generate some serious revenue.
In fact, over 90% of advertisers say they landed new customers after posting a video on social media. Additionally, marketers who use video grow revenue 49% faster than non-video users.
- Embedding a video on a campaign landing page can increase conversion rates by up to 80%.
- People that view video content via mobile are 92% more likely to share that content. (It’s easy to share things via mobile.)
- Consumers are 64% more likely to make a purchase after watching a video online.
- 80% of video consumers can recall the specifics of a video they’ve seen within the last 30 days.
3. It’s an effective tool for climbing Google’s ranks.
Video isn’t just great for increasing traffic and driving sales. It holds visitors’ attention as well.
80% of marketers say video has increased dwell time on their website.
More prolonged exposure works in two ways: raising trust for consumers and alerting search engines to good content.
It also helps that Google owns YouTube. Ever since the tech giant bought the video-sharing platform in 2006, video has played a significant role in search engine rankings.
So if you have any interest in improving search engine optimization, marketing videos might be your tool to get there!
4. Mobile devices love video.
Mobile Internet and video go together like peanut butter and jelly.
No, really . . . did you know that more than 90% of people watch videos from mobile devices?
On YouTube alone, more than 50% of viewers are mobile. When you consider that there are nearly 3 billion smartphone users worldwide – you could have a lot of opportunities to get the word out. As that number increases, audiences will only continue to grow.
Additionally, video advertisements increase purchase intent by 97% and brand association by 139%. It’s clear that when you provide your consumer audience with better choices in video content, your brand will be rewarded.
5. You work smarter, not harder.
New product or service launches are a breeze with marketing videos. In fact, 68% of people say they’d prefer to learn about a new product or service announcement by watching a short video.
This statistic means that video is by far more popular as a learning tool than text-based articles (15%), infographics (4%), presentations and pitches (4%), or ebooks and manuals (3%).
Posting is much more effective than a lengthy write-up. Mainly because people tend to retain information from a video longer than from a text-based ad. That’s why 94% of video marketers say video has helped increase customer understanding of their service or product.
Additionally, more brands are creating multi-step tutorials and self-help videos to help explain specific processes. 41% of marketers say that video has helped them reduce the need for support calls, which means that marketing videos can save your company time and effort.
6. It helps you engage unmotivated buyers.
Video isn’t just a great teaching tool. It’s also easily consumable!
People are busy – too busy to spend a lot of time searching for service descriptions or going over product details.
Seeing products in action can drive sales. This is one of the most important reasons to utilize marketing videos – to attract those buyers that no one else can!
If you truly want to motivate your consumers, focus on; entertainment value, quality information, and inspirational, brief content.
- A user spends 88% more time on a website with video than one without it.
- 74% of B2C marketers and 92% of B2B marketers use video in their marketing efforts.
- 64% of customers are more likely to buy a product online after watching a video about it.
- Video viewers are 1.7 times more likely to purchase than non-viewers.
7. Harness the “almighty” share button.
Social media is a power to be reckoned with.
Harnessing that power can take your marketing strategy to the next level. Of course, all social media marketing isn’t free – but that share button sure is. Your online video marketing tactics can only benefit from the Internet Age’s version of word-of-mouth referrals.
Nearly two-thirds of people polled said they would share an informative video. Over half would share an inspirational video. Google also reported that in the viewer age range 18-34, half said they’d stop what they were doing to watch video content from a favorite creator.
It’s clear; social media is prime territory for video advertising:
- Video ads have the highest click-through-rate (CTR) of all digital ad formats at 1.84%.
- YouTube, one of the most popular video ad platforms, has an ad completion rate of 92% on non-skippable ads, and 9% for skippable.
- Instagram users have created over 400 million video stories.
- Over 500 million people watch videos on Facebook daily.
- Views of branded video content increased 99% on YouTube and 258% on Facebook between 2016 and 2017 alone.
8. Stay one step ahead of your competitors.
By 2022, online videos will make up more than 82% of all consumer Internet traffic — 15 times higher than it was in 2017.
To stay competitive and increase brand engagement, video is critical. But don’t just take my word for it! More than 80 percent of businesses are using online video marketing tools. That’s up from 63% over the last year. (Hubspot)
Video is 53 times more likely to reach the coveted front page of Google — reaching the first page may be even easier if the site is mobile-friendly. Also, conversion rates are boosted by upwards of 80% if you include a video on your landing page.
These aren’t insignificant numbers, people. Marketing videos are a powerhouse you can’t afford to ignore.
It helps that teens and young adults are spending more time online. Consequently, video consumption should increase by a landslide in the coming years.
9. A killer ROI on your advertising spend.
Of course, there’s always a cost concern when it comes to the creation of high-quality video content.
We know that every effective marketing strategy comes down to ROI. Taking a look at the numbers, we see that 88% of marketers who utilize video are satisfied with their returns, especially when used on social media, where 93% of marketers say their marketing videos have earned a new customer.
Consumers are demanding to see more videos from brands. 85% of them, in fact. More than half of consumers want to view video of a product before visiting a physical or online store. When it comes to online video ads, your return on investment is all but guaranteed.
10. Enjoy the choice of dynamic ad types.
Different consumers are going to respond to different ad types. Advertisers should play with various video strategies to provide consumers with unique and engaging experiences.
Here are some of the most popular:
Pre-roll video ads
Pre-roll video ads are automatic advertisements that play immediately before a featured video. They’re compatible with desktop and mobile viewing. Pre-roll videos typically last either 15, 30, or 60 seconds.
Pre-roll video advertisements are an elegant solution to a common problem. Because they are generally short and the user is waiting for their video content to begin, it’s easier to grab their attention.
Not surprisingly, pre-roll ads are nearly three times more effective than the banner ad.
Because consumers can often skip through them, they are less likely to feel like pre-roll video ads are disruptive or annoying. A study discovered that brands with video pre-roll viewed for just one second enjoyed increased brand awareness and intent to purchase.
Outstream video advertising
Outstream video advertising is new. It’s gaining momentum. And it’s poised to be a significant factor for high-quality video advertising.
Outstream stands alone. As a completely self-contained advertisement, it doesn’t need to stream into another video player. Because it is the video player, it’s the actual content.
Outstream video ads hide within your content. As the viewer scrolls to a specific point in the text of a page, they reach a “trigger point.” At that page break, the outstream expands to form a video player. If you’re looking for 100% viewability, outstream is for you.
Because outstream is technically both content and advertisement, it is what is known as “native advertising.” It can interconnect with page material in a natural, non-disruptive way. Consequently, consumers have a hard time telling what is advertising and what is genuine content.
Getting started with video ad networks
First things first, a great video ad campaign begins with excellent video ad companies.
A video ad network, also known as a video ad exchange, is precisely what it sounds like. A video ad network facilitates the trade of video ad impressions or video ad units between publishers and advertisers on a pretty enormous scale.
However, not all video management platforms and video ad companies are created equal. Here’s what to keep in mind as you look for the best video ad tech and video advertising platform for your high-quality marketing videos.
What to look for in a great video ad network
Additional targeting options are especially beneficial, depending on your online video advertising goals. Finding a video ad network with a full menu of targeting options is an asset. Targeting to look for include:
- addressable geofencing
- behavioral targeting
- contextual targeting
- And proximity marketing.
A quality video advertising network should have the ability to deliver your ads across multiple device types. As mobile becomes more popular, your network must offer a high-quality display for smartphones and tablets, as well as local TV advertising and CTV video.
Although CTV is considered an emerging technology, connected TV’s have already surpassed 1 billion devices on a global level. If you’ve paid attention to the popularity of over-the-top (OTT) content across all ages lately, you’re going to need this powerhouse in your playbook.
Various ad formats
You don’t just want your ads available across multiple devices. You also need a variety of ad formats; for example, pre-roll video ads, outstream video advertising, or Soundcloud video advertising.
Different ad formats have different benefits, allowing you to experiment with what works best for your brand. You can test how customers receive your ads at various lengths and within diverse content.
They provide comprehensive analytics.
An excellent video advertising network should provide its advertisers with data and measurement tools. Without that, you can’t evaluate the performance of your ad campaigns. In that case, you might as well be back in the stone ages of advertising.
Programmatic video advertising
Nearly three-quarters of all video ad dollars are spent programmatically. But what is programmatic video advertising exactly?
Programmatic video advertising is a method of marketing that automates the purchasing of ad space. Video ad companies then purchase ad space specific to prerequisites set by you, the advertiser. All you have to do is define your target audience, provide access to your ads, and establish a budget.
In the time it takes to load a page, your programmatic video ads display to a user who is ideal for your brand. With improved customer targeting and video programmatic – conversion rates go up, and cost per conversion goes down, which means more money going to your bottom line.
The future of online video marketing
By 2020, there will be close to 1 million minutes of video crossing the Internet per second.
With video traffic expected to double by 2022, social media is taking advantage. Platforms like Instagram, Facebook, TikTok, and even SoundCloud advertising are becoming significant drivers of video ad distribution.
Think about the last time you tapped through your Insta/FaceBook stories. (Yes, they’re even more conveniently connected now.) You probably saw at least a few ads, right?
Marketing videos are more captivating than text and more striking than pure audio. The fact that social video gets shared 1200% more than text and images combined, we doubt the power of video will wane.
So, why aren’t more advertisers using video ads?
According to recent studies, marketers who aren’t currently using video gave the following reasons:
- 5% said they were not able to convince the key decision-makers in their business of the value of video.
- 9% said they didn’t feel they needed video content.
- 12% said they thought online video marketing was too expensive.
- 14% said they were unclear the ROI of marketing videos.
- 21% said they didn’t know where to start.
- 23% said they lack the time.
Before reading this article, you may have even fallen into one of these categories.
The truth is, yes, high-quality video ad content takes time and money, but it’s more than necessary to stand out in this digital age.
The good news is, 71% of marketers believe that marketing videos earn a better consumer response and have a better ROI than their text counterparts.
Is your business ready to take advantage of online video marketing?
Still with us? Great, we know we’ve given you a lot to think about. We’ll leave you with this one final statistic.
- 83% of marketers would boost their reliance on online video marketing as a strategy if they did not face obstacles like resources, time, and budget. (Buffer)
That’s where LiftIntent can help. We have the time, resources, and expertise to help you launch winning marketing videos that get you real results. It’s what we love and what we do every day.