Why Video Content Is a Marketing Must in 2017

Vimeo. YouTube. Snapchat. Upworthy.

Just a few years ago, if you were to casually drop the names of these platforms in conversation, many people would think you were speaking another language.

These brands simply weren’t recognized by the average person.

Now, it’s almost impossible to go through the day without hearing mention of video content and the related platforms–from a funny cat video your child saw on YouTube to an inspirational Upworthy clip your coworker sent around the office.

For better or for worse, there is increasing evidence that consumers are abandoning consumption of traditional print media and turning to digital video–not only for entertainment purposes, but product and service discovery as well.

Video is one of the most digestible forms of content that provides the value, relevance, and flexibility that consumers desire in their on-the-go lifestyle.

The evidence is in the numbers.

Consider the following…

  • 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. (Source)
  • Video is projected to claim more than 80% of all web traffic by 2019. (Source)
  • U.S. adults spend an average one hour and 16 minutes each day watching digital video. (Source)

The saying goes, a picture is worth a thousand words. Video takes that comparison to another level.

According to digital marketing expert James McQuivey, a single minute of video content is estimated to be the equivalent of 1.8 million words.

It’s clear that video content is becoming the preferable option for consumers.

Below are a few reasons your organization should be using video marketing this year to expand your reach, attract new prospects, and grow your revenue.

Let’s dive in, shall we?

Video promotes brand recall.

You’ve put effort into delivering content and educating your audience about what you have to offer them–it would be a shame for them to simply forget your brand once clicking away.

Vision trumps all other senses, and video content can ensure that your consumers remember your message and offerings.

When people consume text-based information, they’re likely to remember only 10% of that information three days later.

However, if a relevant image is paired with that same information, people retained 65% of the information three days later. (Source)

If that’s what an image can do, imagine how much more effective a video could be.

HubSpot found that 80% of customers remember a video they’ve watched in the last month.

Video is shareable.

The evolution of Facebook feeds reveals what type of content is deemed “shareable” by the general population (or at least, what your friends consider to be shareable).

You’ve probably noticed a rapid increase of video content in your feed. According to Simply Measured, video is shared 1,200% more than both links and text combined.

The point: people are more receptive to marketing content when it’s shared by their peers via social media.

It doesn’t have to originate organically to be successful either–HubSpot has found that two-thirds of Twitter users feel it’s worth watching videos tweeted by brands.

If you produce compelling video content that showcases your brand in a subtle way, you’ll be more likely to achieve this scale of proliferation and spread of content.

Video drives traffic and boosts SEO rankings.

Video can be a great traffic driver to your website, especially if it’s being shared organically across social channels.

This increase in organic and non-organic traffic helps significantly with SEO and boosts your position in search results.

Forrester Research found that the chances of getting a page one listing on Google increases 53 times with video.

This fact alone clearly demonstrates how excluding video from your content plan would be a huge missed opportunity.

Video increases conversion.

When it comes to conversions, video is yet again extremely effective. This can be attributed to the fact that video has the ability to generate emotion-driven sales.

Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.

4 out of 5 consumers believe that demo videos are helpful (source), and 64% of customers are more likely to buy a product online after watching a video about it (source).

Video is highly responsive.

We consume media and content on a variety of devices–phones, tablets, laptops, and desktops–that each have their own formatting requirements affected by screen sizes, browser, and more.

If content doesn’t perform or function well on a device or browser…people won’t stick around to figure out why it’s not working.

Oh, the horror!

Fear not. Video is highly responsive, an industry buzzword that refers to content optimized for a range of devices.

Most video (hosted on sites like YouTube or Vimeo) performs well on all devices–even mobile.

This responsiveness increases the likelihood that content will be consumed.

It also greatly influences the shareability of the content. HubSpot found that an estimated 92% of people who consume mobile videos share them with other people.

Video is a powerful way to communicate your brand story, spell out your value proposition, and build a closer connection with your prospects and customers.

87% of online marketers are currently using video content in their digital marketing strategies. Don’t be part of the 13% left in the dust.

Found this post to be helpful? Share it on LinkedIn!


    14 Jun

    3 Ways to Turn Social Media Interactions into Valuable Marketing Material

      Social media—depending on whom you ask, it’s a love/hate relationship. No matter how you feel about it, it’s here to stay. And that means it’s vital for you...

    29 Dec

    Memorable Digital Marketing for an Anti-Advertising World

    Memorable digital marketing is a staple of American culture. From the Coca Cola Polar Bears to the Busch’s Beans Talking Dog, audiences love marketing—whether or not they realize it....

    31 Jan

    Content Marketing Success: Mirror the Latest TV Revival Trends

    “Whatever happened to predictability. The milkman, the paperboy, evening tv?” If you didn’t just sing that sentence to the tune of the infamous Full House theme song, you clearly...

    12 Nov

    14 Email Marketing Strategies for Success

    Email marketing is here to stay. In fact 73% of online businesses claim email marketing as their chief mode of communication—this according to Pardot. (Source: http://www.pardot.com/blog/the-2015-email-marketing-landscape/) While email marketing...

    27 Jun

    5 Ways to Encourage and Repurpose User-Generated Content

    From Instagram to Twitter, customers are showing their love for brands, products, and services daily with their social media accounts. This provides brands an amazing opportunity to utilize the...

    11 Aug

    3 Brand Storytelling Questions You Need to Answer

    Brand storytelling works on your behalf to create the personality, image, reputation, and success of your business. When you share your brand story in your marketing content and website...

    24 Jan

    How to Nail Marketing Content Tone on the First Try

    It’s easy to research facts, design beautiful graphics, and put together a strategy for your client. But when it comes time to write marketing content, it’s not always easy...

    17 Jan

    How to Craft Marketing Content for Multicultural Audiences

    Between universal adapters and stretchy leggings, we live in a society that clearly values a one-size-fits all philosophy. The problem: One size does not always fit all…especially when it...

    07 Jul

    Why Direct Sellers Need Optimized Web Content

    Direct sellers for large companies such as Avon and Thirty One need to properly invest in websites with blog functionality. Often, these direct sales companies offer preconfigured websites that...

    15 Dec

    Post-Holiday Marketing Tips

    Holiday marketing has potential to generate major profits in the fourth quarter. After you’ve set up your holiday-centric nurture sequences, offers, and discounts, you’ll feel as if you need...

    Leave a Reply

    Your email address will not be published. Required fields are marked *


    Jalen Davenport 5 hours ago / Reply

    Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Jorny Alnordussen 6 hours ago / Reply

    Gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Marcus Farrell 7 hours ago / Reply

    Nam viverra euismod odio, gravida pellentesque urna varius vitae, gravida pellentesque urna varius vitae. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam viverra euismod..

    Post a Comment

    Your comment was successfully posted!

    Search This Blog


    Latest Tweets

    Follow @writtenbysumer on twitter.

    We Recommend

    [wp_social_sharing social_options='facebook,twitter,googleplus,linkedin,pinterest,xing' twitter_username='arjun077' facebook_text='Share on Facebook' twitter_text='Share on Twitter' googleplus_text='Share on Google+' linkedin_text='Share on Linkedin' pinterest_text="Share on Pinterest" xing_text="Share on Xing" icon_order='f,t,g,l,p,x' show_icons='0' before_button_text='' text_position='' social_image=''] Close