Why Videos Are Important in Marketing
Over the years video has cemented a place for itself in marketing. That much is clear, based on the statistics that show that:
- 86% of businesses use videos on websites and 77% use them on social media (Impact).
- Video is projected to make up 82% of all web traffic by 2022 (Cisco).
Based on that it is clear that videos are not only important in marketing, but likely to become all the more important. But the question is: Why?
Increased Conversions and Sales
Arguably the main reason why videos have become so widely-used by marketers is because of how effectively they can increase conversions and sales.
Numerous studies have shown that videos can increase conversions across the board. For example a product video on a landing page can increase conversions by 80%, or an explainer video can increase sales by 74%.
It all boils down to the fact that video can engage viewers and spur them into taking advantage more effectively than other mediums.
Delivers Information Efficiently
Part of what makes videos unique is that they are able to deliver information efficiently. Videos can ‘show’ viewers the message and explain concepts to them in a way that is easier to understand and absorb.
For marketers it is possible to benefit from this trait in many ways. It can be used to simplify complicated concepts in explainer videos, show the steps that need to be taken in video tutorials, or display the features in a product demonstration.
The same information would be far more difficult to put across in a text-based article, even with images thrown in.
Excellent Return on Investment (ROI)
Marketers have gradually realized that despite the investment required to create videos, the returns often more than justify it.
The investment that is required has been getting lower as well, mainly due to:
- Higher quality cameras that are more readily available.
- Affordable and user-friendly editing tools.
- Greater focus on content than production-value alone.
In short as long as the realistic budget required to create videos for marketing isn’t as large as you might think – and the returns that it can provide will let it pay for itself, and then some.
Encourages Shares and Boosts SEO
People tend to share videos that they find interesting or entertaining, which provides them with a much larger reach than you’d typically expect. Over 76% of users reportedly would share branded videos that they find entertaining.
That reach is definitely important to marketing, but its impact extends to another key area as well: SEO.
Simply put videos have proven to have a positive impact on SEO and websites that have videos embedded in them consistently rank higher than those that do not. The presence of video can increase your odds of appearing on Google’s front page by 53 times.
The reason why videos are so beneficial to SEO is because they increase click-through rates, reduce bounce rates, and create backlinks when they are shared.
Appeals to Mobile Device Users
With every passing year the number of viewers watching videos on mobile devices keeps increasing.
Few other types of content are as convenient to consume as videos on mobile devices. They require less interaction, can deliver information visually, and are readily accessible via online streaming.
The only caveat is that videos need to be in the right format for mobile devices, but the web-based Online Video Converter can help in that regard. If you need to you can use it as an AVCHD to MP4 converter, to make sure your videos can be viewed on mobile devices without any issues.
By now it should be clear why videos are important in marketing, and are likely to continue to play a critical role in the future.
The fact of the matter is that the benefits of using videos in marketing are impossible to ignore, and you should start to consider not only using videos – but integrating them into your marketing campaigns more extensively.