L The love story between content and video has been forged little by little. It is more than obvious that the content maintains an affair with the video that will last (we do not know if forever) at least many years. And Internet users like this relationship so much that audiovisual material already represents the 84% of all the content consumed on the Internet. Something that brands cannot continue to ignore.
But if you still have any doubts about the need to use Video Marketing in your digital strategy - or you are dying of laziness because you don't know where to start -, here are some reasons that will give you the push you need.
1. THE NUMBERS
100 million Internet users consume video daily. 9 out of 10 watch the videos of the brands they follow and 65% of them end up visiting the website after doing so. Almost half of Internet users between 25 and 54 years old share online videos, which now occupy 50% of all mobile traffic.
2. THEY ARE EASY TO CONSUME
Consuming video does not require any type of effort on the part of the user (which, let's face it, is lazy by nature). Just press play and watch. Audiovisual content is infinitely more entertaining than reading text and attracts the user's attention for much longer.
3. THEY ARE SHAREABLE
Videos are more likely to be shared than any other content. Especially those with emotional content and humor. But be careful! Never tell an agency “I want a viral.” Virals are not born, they are made. What matters is knowing your audience enough to give them exactly what they want. And they will be the ones to decide if they share it and how much. But to start working, keep one fact in mind: 90% of the videos that are shared contain stories that appeal to emotions (whether positive or negative).
4. CONVERSION RATES INCREASE
The 90% of online buyers say that video helps them in the purchasing decision and the 85% is willing to buy on pages where there are videos because the audiovisual content makes the product more attractive and helps them understand it. In an Email Marketing strategy, the inclusion of video is almost magic: it increases the opening rate by 5.6%, the CTR by more than 96% (according to Implix), and decreases unsubscribes by 75% (according to Forrester Marketing). In the case of landing pages, conversions increase by 80% when they include videos.
5. THEY PROMOTE ENGAGEMENT
One minute of video contains the same information as 1.8 million words. Video allows you to explain your message with many more resources and in a much more creative and emotional way. Images, sounds, editing and voice-over are much more effective in telling your story. Furthermore, it has been shown that users' 80% remembers a brand much better after having consumed videos of it.
6. THEY CONTRIBUTE TO SEO
As videos capture attention – increasing the time spent on our page – and are shared, they benefit natural positioning. Specifically, they are 50 times more likely to appear on the first page of Google than any other content (according to Forrester Research). A user can spend 5 minutes consuming videos on a brand's site from their tablet (it is the device where they are consumed the most) and three minutes on a smartphone.
7. THEY COMPETE WITH MASS MEDIA LIKE TELEVISION
Surely you have noticed that you yourself - or many people you know - watch television less and less to consume series and online content. Well, this perception already has figures. The 62% of online video users admits that they watch less television than before. Furthermore, the prime time of both audiovisual contents coincide - from 2:30 p.m. to 3:30 p.m. and from 9:00 p.m. to 11:00 p.m. -, which confirms that this trend has become an unprecedented medium.
8. THEY DO NOT HAVE TO BE EXPENSIVE
When we talk about Video Marketing, we are not necessarily referring to large audiovisual productions. Doing Video Marketing is not about posting the television spot on YouTube or making a display with it. Audiovisual pieces must be designed specifically for digital. And although a campaign video requires professional production to carry it out, the video content on your blog or social networks can be as homemade as that of your users. From uploading a product tutorial to YouTube recorded with a mobile phone - of course, with a tripod and some grace - to small fun or explanatory audiovisual pills with any of the dozens of mobile applications (Vine, Instagram, Cameo, MixBit, etc.) Very easy to use and allows you to edit, add filters and add music and texts from your smartphone.
9. USERS AND SOCIAL PLATFORMS HAVE ALREADY JOINED
Users are already consuming video (whether you get on the bandwagon or not). And social platforms know this and act accordingly. Twitter opened the possibility of recording, editing and sharing 30-second videos from its app.
Snapchat, for example, is enjoying great success (with more than 100 million users) thanks, in large part, to its video functionality that self-destructs a few seconds after being viewed. It even allows you to broadcast live within a chat. Facebook, also aware of the importance of online video, has bought the startup QuickFire Networks, which compresses videos to reduce the data consumption of its users.
Instagram offers the possibility of publishing live videos, high-circulation content channels such as Instagram TV, Reels and not to mention Tik Tok where viewers can discover millions of personalized short videos – TikTok allows you to create, edit and upload 1-minute music video selfies , being able to apply various effects and add a musical background. It also has some AI features, and includes eye-catching special effects, filters, and augmented reality features.
Online video – and consequently using it for our marketing strategies – is a revolution underway and in 2021, it represents 84% of Internet traffic. A revolution that connects you with your audience, speaking the same language as them, creating the content that interests them and in the format they like. You join?
