Why Utilize Video Marketing?

By: Gerald Johnson

“The attention economy is not growing, which means we have to grab the attention that someone else has today.”

– Brent Leary Co-founder, CRM Essentials

In today’s fast changing world, it can be difficult to adapt if businesses are not flexible with an online presence. Although, if businesses dig a little deeper they will find that video marketing is very beneficial and use of video content is on the rise. In a digital landscape, many consumers are leaving behind bulky desktops for more efficient smart phones and tablets to search the web and interact with content (Bowman).

There are a great number of reasons to start using video marketing along with other marketing strategies such as affiliate programs, social media, email, search engine optimization, and blogging. Video marketing is cheap on costs, easy to implement, and proven to work. Today, YouTube used by many businesses to get their message, product, or service across to large audiences. This makes YouTube the second largest search engine in the world, right behind Google. After making cost efficient videos, firms can upload them to their website and social media. Many businesses have relied on this method to get off the ground and boost outreach. Businesses can utilize platforms such as Instagram, Facebook, Snap chat, or Twitter to reach out to current or potential customers who are looking for solutions, products, or services (Adams).

Meanwhile, video marketing is often an afterthought; its value demands a front-runner position in any business-marketing plan. Using video content can boost search engine optimization by 53 times in Google and its proven to demand consumer attention than any other medium. Using video content lets audiences 10 times more likely to engage, like, comment, and share with others. Furthermore, video content is becoming increasing cheaper and more accessible than in the past. It also converts more customers and research shows 71% of marketers say video conversion rates outperform other marketing content. Therefore, video marketing has earned its place in any businesses marketing plan and proves to outperform most strategies (MacMaster).

Personally, I've spent more time than I'd like scrolling through my social media feed whether it is Facebook, Instagram, Twitter, or Snap Chat. When I reflect on this and I've realized it was not articles, news, or photos keeping me on the app. Instead, I was getting stuck on videos and that would lead me elsewhere on social media. For example, I tend to spend summer weekends camping and I would see a video on my feed about a camping product. It was a small portable non-electric washer, which was powered by a pedal. This would take me to the product's other social media pages and lead me to the company's website.

Furthermore, I can say that when I go through my social media feed and others around me, we naturally get drawn to videos over other content such as articles. I think this is due the way videos summarize and display their service or product to gain the potential consumers attention. Also, I believe marketing falls into the workplace category of being fast-paced and constantly changing. This means each day brings new trends and challenges that businesses need to quickly adapt to. The video below also shows how much as changed in the first quarter of 2018.

References:

Bowman, M. (2017). “Video Marketing: The Future of Content Marketing”. Retrieved April 4, 2018 from the World Wide Web: https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/#679d858d6b53

Adams, R.L. (2017). “10 Marketing Strategies to Fuel Your Business Growth”. Retrieved April 4, 2018 from the World Wide Web: https://www.entrepreneur.com/article/299335

MacMaster, K. (2015). “Top 10 Reasons Why Video Should Take a Leading Role in Your Content Marketing Plan”. Retrieved from the World Wide Web: https://www.vidyard.com/blog/importance-of-video-content-marketing/

Image Source: https://www.forbes.com/sites/forbesagencycouncil/2017/02/03/video-marketing-the-future-of-content-marketing/#6a7e4c036b53
Video Source: https://www.youtube.com/watch?v=vDmLwIX3ZbM