There are several reasons why video content marketing has become so important. It’s estimated that by 2021 people will be watching 100 minutes’ worth of online videos a day. 93% of companies also claim they got a new customer because of their video content on social media. (Single Grain). Other interesting statistics by Social Media Today tell us that:
- Users spend 88% more time on browsing websites that have videos
- 72% of people prefer watching a video to learn about a product or service
- Video consumption through mobile devices rises by 100% every year
- Companies that use video achieved a growing revenue of 49% faster compared to non-video users
- Viewers retain 95% of a message when they watch it through a video
- 54% of consumers are demanding more video content
- 88% of marketers who use video content are satisfied with their ROI
In this blog, we look at what video content marketing is exactly, the type of video content people want to consume and how video content can impact how your website performs online.
Table of Contents
- What is video content marketing?
- What type of video content do people want to watch?
- Can video content impact your website’s performance?
1. What is video content marketing?
Video content marketing is the use of video content to market something. This could be your business, your product or service offering, an achievement, etc. It is a marketing strategy that can be implemented across several platforms including email, website, social media channels (YouTube, Instagram, Facebook, LinkedIn, TikTok), etc.
2. What type of video content do people want to watch?
There are many hundreds of types of videos that people enjoy watching. In this blog we bring you some of the most popular video content that consumers are looking to consume:
Tutorial or How To videos
According to some stats from True Focus Media, 30% of people searching on YouTube are looking for ‘How To’ type videos. This is a massive number of people globally that are using the second largest search engine after Google to find tutorial style videos. 73% of consumers are also more likely to make a purchase after watching ‘How To’ videos explaining a product or service.
The take-away? Start leveraging these statistics. Produce video content that showcases your product or service offering. Walk your audience through the steps of what your product does or what your service delivers. People are more inclined to watch a video than read an instruction manual.
Company culture videos
As Vidyard explains, “culture videos are all about highlighting your brand’s culture and personality for prospects, customers, and potential employees. They help tell your brand story, so people get excited about doing business with you—as a customer, partner, or employee.”
The take-away? People buy from people. Regardless of the move to all things online, the human factor still plays an integral role in purchasing decisions. A company culture video adds the emotive factor that connects people to the human spirit of your brand.
A personalized video is one that integrates personal details of the viewer like name, job title, job title, etc. But just how important is personalization to a customer? Here’s what Instapage has to say:
- Some brands have recorded an 8x improvement on click-through rates with a personalized video versus standard outbound email campaigns.
- Seventy-eight percent of U.S. internet users said personally relevant content from brands increases their purchase intent.
- 87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.
Some other interesting stats from Vidyard indicate that:
- personalizing an offer increases click-throughs by 202%
- in an experiment from SalesLoft, 75% of late-stage prospects who received a personalized video became closed won deals before quarter’s end.
- an insurance company found that customers who watched personalized videos renewed at a rate 12% higher than those who didn’t.
The take-away? Producing personalised videos are impactful and a great way to get the attention of prospects and customers. The human aspect creates a feeling of direct engagement between brand and viewer. The use of the person’s name establishes a personal connection.
Video ideas as suggested by SproutSocial also include:
- Interviews: With guest speakers, interviews are a great way of introducing your audience to a new influencer and vice versa. Handing the virtual mic over to a guest can be fun and provide a little more authenticity to your brand.
- Entertaining: These include jokes, cute puppies and even pranks. They serve solely to entertain the audience but can be a great way of emphasizing your brand voice and building a sense of community among your audience.
- Testimonials: In marketing, these videos look like customer highlights and help to create social proof for your brand. Videos that showcase how a customer uses your product or service and their satisfaction with it operate on a connection level: ideally, a potential customer will see themselves in that video and be persuaded to purchase.
3. How does video content impact your website’s performance?
Aside from the obvious ROI benefits, video content on your website also influences how your website performs online. Below are 3 of the ways that this happens.
The general rule of thumb when creating content for your website is that it needs to be helpful, offer value, and answer the questions that your audience is asking. In doing so, search engines will be more inclined to rank it higher, enabling your website to perform better on SERPs.
Today, video is by far one of the most popular visual mediums to deliver the type of information that visitors to your site are seeking. It’s also definitely one worth using if one considers that viewers retain 95% of your message when consuming it via this mode of communication. By delivering content in the format that prospects want to consume it in, they’ll be more likely to convert to buying customers.
Better user experience
“As well as being entertaining, videos can form an important part of a consumer’s decision-making process. However, in order to get a customer to convert after watching a video, you need to ensure you are meeting their expectations.” (SmartInsights)
Videos are a great way to keep people on your website more engaged, ensuring a more enjoyable user experience than if faced with just rows of text. Increased engagement also means more time spent on your site, a crucial factor in ranking well on SERPs. Invest your energy into creating video content that will meet your audience’s expectations so that they want to want to stay on your site, thereby reducing high bounce rate. Consequently, search engines will rank you more favourably.
“Links have long been one of the primary factors used by Google and other major search engines to rank websites and pages. Which means, if you want to rank in search, you’re going to have to build links.” (Ahrefs)
Backlinks influence how your site ranks significantly, depending on the number and quality of those backlinks. According to a study by Ahrefs, 90.63% of all pages in our index get zero traffic from Google and that this can be largely attributed to a lack of backlinks. So, spend some time in acquiring the backlinks you need for your site to perform better on SERPs.
It’s clear that video content marketing offers many benefits to a business in regard to boosting brand awareness, improved customer engagement and boosted ROI and sales. Look for ways to incorporate video content across your platforms to help you promote your product or service offering and to grow your enterprise.