This post covers the video marketing benefits, a video marketing strategy, 6 video marketing sectors, and 4 video marketing drawbacks and how to solve them.
In today’s day and age, videos are a great way for any business that wants to attract its audience and make a sale. From being an independent business person to an ad specialist in a big company, realizing the video marketing benefits that arise from using videos can change your perception of marketing goals.
Now it is evident that even small businesses and local brands, as well as international companies and corporations, get video marketing benefits from the active application of video marketing.
In this article, I will cover all the video marketing benefits in the process of promotion of services and goods, stressing its relevance in the contemporary world.
1. What is Video Marketing?
Video marketing is the strategy involved in using videos in an organization’s promotion of goods and services, interacting with the public, and increasing the company’s profile.
Hence with the increasing use of social media applications such as YouTube, TikTok, and Instagram among others, the use of videos as a content type has been made easier and more effective.
Read the post on the best Video Marketing Tools for Success.
1.1. Historical Context
It can be said that video marketing has roots in television advertisements in the early stage of the industry. Yet the internet has made this concept go far beyond the TV advertisement that it was originally related to.
This has brought about online video platforms where even small businesses can create content that can be viewed by a global audience and at a one-time cost which will be way cheaper than the cost of airing a commercial on television.
1.2. The Rise of Video Marketing Benefits
Other related research shows that the average internet user spends more than one hundred and twenty minutes daily watching online videos. Increased video consumption over the years means that today marketers have found video as a key weapon in their arsenal.
Several factors contribute to the rise of video marketing benefits :
- Growing Internet Capacity and Utilization of Mobile Devices
Thus, the availability and convenience of accessing and consuming videos came with the era of high-speed internet connection and with portable devices such as smartphones.
Smartphones and tablets, more than half of the world’s Web traffic, are designed for video consumption. This change has made marketers embrace video communication more than any other platform.
- Video Content Is Preferred on Social Media Platforms
Social media has taken a twist to video content whereas sites such as Facebook, Instagram, TikTok, and YouTube have favored video content. It means that videos are positioned more actively in the users’ feeds, and they get more engagement or interactions and shares.
This preference for video by social media giants has greatly impacted the marketing tactics of firms, forcing them to create more videos.
- The Preference of Consumers for Video Content
It has been proved by research that consumers prefer videos as compared to text content. In the Wyzowl poll, 84% of the respondents stated that the brand’s video made them decide to buy the specific product or service.
This consumer’s preference for video makes it an essential ingredient to any digital marketing mix.
2. Video Marketing Benefits: Unlock Your Marketing Success
2.1. Increasing Video Content Engagement
One of the most significant video marketing benefits is that it helps capture viewers’ attention. Video is always more engaging than plain text or images to read or even watch, which means that the audience’s attention can be easily caught and kept. Video marketing benefits from increasing video content engagement are:
To learn more, read also how to use YouTube to promote your business.
- a. The Aesthetics of Vision and Hearing
In the aspect that everyone has a specific type of learning, video formats, as they use both the vision and the hearing senses, are optimal. This engagement improves the experience of the viewer and increases the chances the content will be remembered by the viewers.
Imagining it, a good video will make people feel, to get emotionally driven, and be able to share a story that normal text cannot do.
- b. Higher Retention Rates
Statistics prove that when a message is delivered in video format, 95 percent is retained as opposed to only 10 percent if it is in a written format. For this reason, video has a very high retention rate, making it very effective in passing across a particular message or even the main point in a message.
- c. Increased Social Sharing
Videos are highly shareable. Namely, most recently, it is Facebook, Instagram, and less evidently Twitter, which give preference to video content.
Again, due to the explosive growth of networks, people are more willing to share videos with their friends and double the possibility of reaching others.
2.2. The issue of Brand recognition and Brand trust
Brand recognition and credibility are always considered priorities in any business, and video marketing is perfect for it. Through interesting videos, it becomes easy for a business to create its brand image and at the same time is in a position to reach out to its targeted audience in more than one way. Video marketing benefits from the issue of Brand recognition and Brand trust are:
- a. Humanizing the Brand
It also makes it possible for the business to express its personality, values, and culture audibly. Depending on the format it may include a creation process, words of the team members, or other people using a brand’s products – all of these aspects make a brand personal and credible.
- b. Exposing Products and Services
This is especially true when showing products and services in use; this is where video comes in handy. Customers, and in this sense, potential buyers can easily comprehend the entire operations of the product, its utility, and its value of purpose. It can largely dampen the risks associated with internet purchases hence desired conversions.
- c. Building Credibility
Examples such as testimonials, case studies, and expert interviews taken in your video marketing can increase the credibility of your brand. These videos are social proof in the sense that they influence the potential buyer by pointing to others who have done business with the particular brand.
2.3. Increasing Online Visibility and SEO
Optimization of websites (Search Engine Optimization) is a key factor in any online/offline marketing mix and video has been known to greatly help in the optimization process.
Read also YouTube Marketing Tools for a better understanding.
Currently, Google which is the largest search engine in the world has favored video content by placing high-ranking results at the top which has made it easier for business people to access high ratings than they used to do before. Video marketing benefits from increasing online visibility and SEO are:
- a. Increased SEO results
Other benefits of placing videos on your website include; one, enhancing the rankings of your website on the search engines. Sites that post videos are 53X more likely to rank on the first page of Google search engine results. Thus, increased visibility will result in more visitors initiating direct use of your site and perhaps more conversion rates.
- b. Increased Dwell Time
Staying time, or the time that a particular visitor spends on the Web site, is also one of the factors that influence the SEO process. Videos are perfect for keeping the visitors’ attention for longer, which communicates to the search engines that this is indeed quality content that is worthy of their attention.
This, in turn, can improve your rankings so this is also an advantage for bloggers who want to rank higher on search engines.
- c. Rich Snippets and Thumbnails
In case you have videos on your website, these are usually recognized by search engines resulting in rich snippets or videos in the search results. Such images help to improve the CTR because people would be encouraged to click on the links to the sites.
2.4. Driving Conversions and Sales
Let me remind you that the primary goal of video marketing is not only engagement and viewership; it is Sales. Whether you are dealing with a sale of a certain product, an advertisement for a service, or simply campaigning to get people to sign up for your example, a video can help your cause. However, 4 key video marketing benefits from driving conversions and sales are:
- a. Explainer Videos
Explainer videos are simple animated or voice-over videos that last for a few minutes and aim to explain products and services. Such videos can espouse complicated ideas and details in a more easily digestible form to your potential consumers for a better understanding of their worth. Thus, explainer videos can increase conversion rates which are seen in the following benefits.
- b. Product Demonstrations
Product demonstration videos increase the chances of a client buying a certain product especially if it is a new product in the market. These videos can be answered to frequently asked questions, to demonstrate major functions, or to explain the advantages of the product.
Thus, by offering such beneficial information, companies will earn the confidence of their customers and automatically sell more.
- c. Video Testimonials
To be more specific, customer testimonials belong to the most potent types of social proof. Video testimonials go even further into this by personalizing it. It is even more effective when actual people share good stories about your company because it will compel others to act.
- d. Interactive Videos
The innovation within the videos that are marketed is one of the reasons why interactive videos are a rising trend in the marketing platform. These videos make it possible for the viewer to interact with it in one way or the other such as clicking a link, answering a quiz, or making choices to affect a particular video.
Such engagement can result in increased conversion rates and relative interaction with the targeted individual in the advert.
2.5. Reaching Mobile Users
Given this social media mobile video consumption has easily gone up due to the existence of smartphones nowadays. Mobile devices account for more than fifty percent of video traffic, which means that video marketing is a great way to reach out to mobile users. Here are 3 Video marketing benefits of reaching mobile users:
- a. Mobile-Friendly Content
Videos are inherently mobile-friendly. They are easy to consume on small screens meaning they can be enjoyed even when on the go. Thus, making videos that are compressed for mobile devices allows to expand the company’s viewership and talk to customers at any time.
- b. Vertical Videos
Another type of video ad also referred to as vertical video is developed to be viewed on mobile devices. Hashtags such as #story, #IGStory, #snap, and #tiktok have placed this format at the forefront, and businesses that incorporate vertical videos reap from this trend.
Vertical videos are also more intrusive to the user since they occupy more screen space as compared to landscape videos which are most preferable on mobile devices.
- c. Short-Form Content
This is why it is important to note that mobile users tend to go for short-form content because it is easier for them to read. With the emergence of many mobile device users, it is possible to develop small videos like fast tutorials, product promos, and even behind-the-scenes shots.
2.6. Enhancing Customer Relationships
With Video marketing, it is easier to foster and sustain customer relationships as compared to any other form of marketing. By creating useful content that will meet customer needs and their questions, businesses will be able to retain clients and get more sales. Video marketing benefits by enhancing customer relationships are:
- a. Educational Content
Explainer videos of an informational nature like how-to videos, instructional, tutorials, or webcast videos have utility for customers in helping them overcome a difficulty or gain some knowledge. This category of content helps establish your brand within your niche market hence setting itself as a market authority.
- b. Personalized Video Messages
Video messages are quite personal and thus can be used to reach out to customers in a more friendly way. It can be a ‘thank you’ video, a recommendation for a particular product, a birthday message, or anything in between; customers feel the love.
- c. Customer Support Videos
On the side of customers, it is highly important always to have a point of contact to respond to their queries which is offered by customer support and here we see video being very relevant.
These include instructional videos commonly known as tutorials including tutorial videos that deal with problems that can be encountered by customers. It can also further the experience and relationship with the customer and lead to further business down the line.
2.7. Cost-Effective Marketing Strategy
Even if creating quality videos might seem costly at a glance, video marketing on its own is a relatively cheap method in the long run. Since videos can be reused, their effectiveness negates other mediums of advertising such as the Internet where the ROI may not always be guaranteed. Video marketing benefits from a cost-effective marketing strategy are:
- a. Long-Lasting Content
Videos are still not easily rendered obsolete like some content is likely to be very soon, for instance, an article that might become popular only to be eclipsed by new trending articles within a few days. One can agree that a high-quality video will attract viewers’ attention for weeks or even months after its release.
- b. Repurposing Content
Repurposing of content is one of the fundamental benefits that is associated with video marketing. Because a single video can be further divided into more segments, you can turn it into smaller clips, and posts or incorporate it into your social media promotions. This reusability can optimize the utilization of content while increasing its application and usage.
- c. Affordable Production Tools
As we have seen from this course, improved technology has boosted video production. The quality of videos was significantly higher, it can be created using a smartphone and affordable video editing software. Also, businesses can hire independent video makers or companies so that businesses can make high-quality videos without having to spend a lot of money.
2.8. Maintaining an Edge in the Web Environment
Since video marketing is becoming more popular year by year, companies that do not use this approach are lagging behind their competitors. Today, it is rather important to maintain competitiveness in the context of online marketing and combine video marketing with strategies. Video marketing benefits by maintaining an edge in the web environment are:
- a. Trends
Marketing through videos tends to adapt to changes in technology and new trends seem to surface now and then. These trends including live streaming, virtual reality, and interactive videos are very effective methods that any businessperson must ensure they embrace so that they can stand out from other business people and gain the attention of the audience.
- b. Adapting to the Changing Conduct of Consumers
Consumer behavior is changing and more and more customers are using video content to get information, be entertained or even to make purchases. With the help of videos, you can satisfy the evolving satisfaction of your audiences and make them engaged again.
- c. Emergence of a Competitor Advantage
These techniques of video marketing can enable businesses to have a competitive edge since they will differentiate themselves from other competitors. Being able to demonstrate products, capture a narrative, and make the consumer interact in a distinguished manner, makes video content beneficial to your brand.
2.9. Measuring Success and ROI
Another one of the top video marketing benefits is the fact that it is easy to know whether it is successful or not as well as its ROI. If implemented properly together with the right software and analytics, video marketing can also be measured to assess the success of the business’s videos. Video marketing benefits by measuring success and ROI are:
- a. Tracking Key Metrics
Specific information about video performance can be easily gleaned from video marketing platforms and even popular social media sites. These include the number of views received, the amount of time people spent consuming the video, the number of times a particular piece was engaged, click-through rates, conversion rates, etc.
These measures when assessed reveal possible fruitful areas and areas that are not fruitful hence making businesses adapt.
- b. A/B Testing
Another form of testing is the A/B testing also referred to as split testing whereby several versions of the video are made to compare their performance. This will aid businesses to get the best out of their videos, in terms of outcome and returns on their investment.
- c. Adapting Strategies concerning Information
The information gathered through the data collected above on video performance will be useful for the development of the next course of action in marketing. In this case, the patterns and trends enable businesses to adapt the content, target, and methods of distribution to deliver positive outcomes and achieve the goals of the business.
2.10. Encouraging Involvement and Community Building
Video marketing cannot be viewed only as a way of advertising new products or services; it is also about creating people’s interest groups and active participation. Video marketing benefits by encouraging involvement and community building are:
- a. The need to create a sense of belonging
By creating video content, businesses develop the viewers’ feeling that they belong to this community. This includes the use of behind-the-scenes videos, videos from your customers, and appointing community-related causes and missions to your product all aim at creating a strong community that will associate itself with your brand.
- b. Encouraging Interaction
In this case, interactivity can be incorporated through the use of features such as interactive videos, live streams, and video comments. Such communication forms can thus enhance interactivity between a brand and the customers hence enhancing customers’ loyalty and advocacy.
- c. Establishing a Striking and Effective Web Presence
With the regularity of generating and uploading videos, enterprises foster their brand’s presence in the Internet domains that target users are interested in. This presence can also assist in creating your brand’s authority in the market and continuously remind potential customers of the existence of your business.
2.11. Adapting to Future Trends
Video marketing is a promising trend for the future since it is developing fast and frequently new technologies and tendencies appear regularly. The companies that are ready and willing to accept such changes will be the ones to reap big in the future. Video marketing benefits by adapting to future trends are:
- a. Virtual Reality and Augmented Reality
VR and AR technologies return to video marketing as a popular tool in the present year. These forms of technologies make it possible to reach the client base in a completely different way, as well as deliver an interactive experience as opposed to simple videos.
- b. Live Streaming
Another of the trends that remains more alive to the present time is Live Streaming. Spaces like Facebook Live, Instagram Live, and YouTube Live help businesses to engage their audiences in live streams, thus giving it an element of straight-from-the-source.
- c. Shoppable Videos
Video with a shopping call to action or what is commonly known as shoppable videos are the future of e-commerce. Such videos can enable the viewers to click on specific products in the video and make purchases without needing to visit other pages making the buying process easier and more effective.
3. Video Marketing Sectors for the Use of Videos
For video marketing to work, it has to be well incorporated within any given company’s marketing mix and strategy. Here are some video marketing sectors where video marketing can be applied effectively:
View our post on the Importance of SEO in Digital Marketing to learn more.
3. 1. Product Launches and Demonstrations
In the case of a new product start-up, video content can help build up the ante and interest of the users. Product demonstration videos can be used to sell the product because they can capture the product in use and the value offered. This way does not only teach the potential customers but also expects them to buy its products.
3. 2. Customer Experiences
The use of customer testimonials and case study videos is an effective way of creating trust and credibility with the target market. People are always more convinced when they hear or read about it from potential customers, it is more convincing and convincing when the potential customer shows how a certain product helped them.
3. 3. To build up its Brand’s personality
From simple story-telling videos that relate to the journey of a brand or playing corporate culture clips, a powerful feeling is built. By posting their own experiences, beliefs, and goals, companies can build up their brand’s personality and attract clients’ trust and attention towards it.
3. 4. Educational Content and Tutorials
One of the major video marketing benefits of using educational videos is the ability of the brand to set itself as a reference in the market. This is how through such approaches as tutorials, how-to videos, or any similar content with which individuals will find solutions to their problems, businesses can offer value along with a cognizant call to attention to their services or products.
3. 5. Webinars and Live Streaming
Webinars and other live streaming are perfect means to show the audience something at the moment. These video marketing sectors enable one to directly engage with the customers less formally.
3. 6. Advertisement and Marketing Campaign on the Social Networks
Video marketing is most common in social media. One way of achieving this is through making short, short, and crisp clips which can then be used in social media marketing.
We can post video ads on social media platforms such as Facebook, Instagram, and YouTube and the targeting can be very specific, thus increasing the chances of the ad content reaching the right audience.
Considering these video marketing sectors, you can produce videos and enjoy the video marketing benefits.
4. Video Marketing Strategy to Get the Most of Video Marketing:
Even though the data proves video marketing to be effective, it is crucial to consider what video marketing strategy to take to engage in such a process. Here are some best practices to ensure the effectiveness of video marketing strategy:
4. 1. Define Clear Objectives
A video production must be pre-programmed to have a specific goal in mind. What is it that the author wants to convey to the viewers through this particular type of video? What is it for, is it for creating brand awareness, to gain more visitors to a website, or for sales?
Usually, having a clear goal for a particular content created will help in achieving the desired results by identifying the goals of the video about the video marketing strategy.
4. 2. Know Your Audience
Therefore, the target audience should be well understood to ensure that all the videos being produced are relevant. We should take into account the characteristics of the audience as well as its wants and needs or what can be called pain points.
This way, instead of the content being a general post, it will target the two’s needs and interests hence being more engaging and effective.
4. 3. Make it Brief and Interesting
The audience is rather captious, which is why videos must be compelling and short – within the first seconds of their view. Therefore, the first few seconds of the video should be attractive and make sure to capture the viewer’s concentration.
This means that the message should not take long to convey and must be said as directly as possible because ‘padding’ it out is not beneficial.
4. 4. Optimize for SEO
Therefore, for videos to reach a wider audience, they have to be SEO optimized. This covers such areas as using the right keywords in the title, description as well as tags and creating an interesting thumbnail.
Also, the inclusion of the video and the video description have been seen to enhance SEO while the words themselves make it possible to create a transcript for the video.
4.5. Make a Convincing Call to Action (CTA)
That is why every video should have an urgent CTA providing a viewer with clear instructions on the next step to take. Whether a user decides to subscribe to a channel, go to a website, or buy a product, the CTA needs to be apparent and persuasive.
4. 6. Leverage Analytics
To determine the impact of such videos in the promotional campaign being waged, analytics must be used. Other platforms such as YouTube, Facebook, and Google Analytics give information on the performance of the videos. The available metrics of view, watch time, engagement, and conversion rates can be used to fine-tune the video marketing strategy in creating better future content.
By following a video marketing strategy and the video marketing sectors, you will be able to get the video marketing benefits though it has some avoidable video marketing drawbacks.
5. Video marketing drawbacks and How to solve
There are several video marketing benefits but, as with any other marketing method, it has its drawbacks as well. It is, therefore, important to have an understanding of some of the most apparent video marketing drawbacks that need to be worked on to make video marketing work.
5. 1. High Production Costs
Shooting high-quality videos is not an easy thing and it can be very costly for the small business. Professional equipment, neat cutting splicing, and directly involved production teams are some of the factors that contribute to a high cost.
5. 2. Time-Consuming Process
There is normally time wastage in the process of producing videos which includes scripting, shooting, and editing. Unfortunately, this can at times be a challenge for businesses – especially those who are financially strapped.
5. 3. Keeping Up with Trends
The digital world is ever-evolving and keeping abreast with the trends of video marketing today is a little tricky. It can be overcome by companies researching trends in the industry, attending webinars or conferences, or just trying out new formats and platforms.
5. 4. Measuring ROI
It is always challenging to calculate ROI for the marketing strategy because there are usually many factors that need to be measured and analyzed and attribute the results to the videos. With the help of goal setting, tracking tools, and evaluation of ROI business organizations should be able to capture the real picture of their ROI picture.
By avoiding these video marketing drawbacks, you can enjoy the video marketing benefits easily.
Conclusion
Many video marketing benefits come with video marketing irrespective of the size and type of business. Better communication and customer loyalty, changes in conversion, and SEO – video content is one of the main powerful tools in marketing.
With the help of such videos, you can reach out to the audience, develop brand identity, and promote sales. As people keep interacting on the digital platform majorly using videos, marketing your business through videos has become a crucial aspect.
So by being able to correctly incorporate video marketing into your business strategy, you will be able to consume the video marketing benefits and ensure you get better results in the long run in this current society.
Thanks for keeping up with my post. Let it be until today. Some day in the future I will discuss the different marketing strategies of digital marketing. Until then dear audience, stay well, stay healthy for the future.
I am a professional SEO content writer, editor, copywriter, blogger, and an English educator with a master’s level education in English Language and Literature from a reputed university. Therefore, I have achieved DPEd and MEd as my professional degrees.