The fact that video content serves as an excellent marketing strategy isn’t new. What is, however, is the increasing relevance of video content among marketers and consumers alike. CEOs are more comfortable now getting in front of the lens to humanise the brand.
Marketers are increasingly turning to videos for promoting their products and services on YouTube, emails, landing pages and other platforms. Marketing videos help to introduce potential customers to brands and build long-standing relationships with existing clients.

According to this study, businesses — on an average — publish 18 marketing videos in a month. This data point is testimony to the significance of videos and the great value they bring to the marketing stables. What does this hint at? The reality that now is the time to include videos in your digital marketing arsenal.

After all, you don’t want to risk being sidelined by the competition.

From proven ROIs to personalisation, stated below are the top five reasons why marketers should make the shift to video content in 2020. Read on:

Easy engagement

According to this data, video content provides a fillip to consumer engagement. Users spend about 88 per cent more time on a website with videos. While one reason for this is that users prefer watching videos over online catalogues or reading long-form copy, another is that video content makes it easy to retain information for a longer period.

To easily engage the audience of a brand, marketers should integrate a Call-to-Action (CTA) in their content. This should ideally answer the question of what you’d want the viewer to do now? Should they follow you on Facebook or other social media platforms? The idea is to lead your consumer to where you want him to go once the video is over.

Easy track of results

Imagine the content that your consumers are exposed to regularly – a Facebook post or status. How many read that post? Did people re-read any specific post or portion of a blog? Was there any post that failed to garner the desired attention?

These metrics are challenging to measure should you use the more traditional forms of content.

However, video content lets marketers know the number of times a video has been watched, the count of partial or full views and business (if any) that it has been able to generate. Tracking individualised results with video is revolutionary vis-à-vis text. With software to track consumer journey, users can measure the efficiency of content on their websites.

Better SEO

A study conducted by HubSpot revealed that 65 per cent of executives visited a marketer’s website after watching their brand’s video. This tells you that top-quality videos that can successfully engage consumers and pique interest can generate increased traffic to your website. 

This is important, considering click-through rates and traffic are crucial Google ranking parameters. Therefore, more the number of clicks and traffic your videos get, higher the chances of your website ranking in the SERPs (Search Engine Result Pages).

Another reason behind improved SEO is that videos are responsive across various devices. Look at YouTube or Vimeo, for that matter — they are optimised for mobile devices and can fit multiple screen sizes and shapes. This indeed helps you reach out to a storied audience.

More conversions

According to this report, including video content on a landing page can increase chances of conversion by as much as 80 per cent or more! Why does substituting an image with a video improve conversions? That is because with videos, consumers can get a more detailed description of the products and services on offer.

With more engagement comes the ability to retain the core message. More importantly, users tend to repose faith in a brand after viewing a smart marketing video. And it isn’t surprising that trust does lead to more conversions. Simple!

All-weather content

Videos are, arguably, the most versatile form of content out there. Have come up with a new product? Create an explainer or a ‘how-to’ video focusing on its features and the value it can bring to your consumers. Left wanting for credibility? Make an interview video with an expert. Want to personalise? Include a consumer’s story as a case study that can help others connect on a more personal level.

There’s never a situation that cannot do with a good, compelling video.

While thinking about including video content in your digital marketing strategy, make sure to loop in your marketing team and discuss the budget and desired ROI. Importantly, to maximise the benefits, think about the kind of videos that will work for your brand personality.

Do not Forget

Transcribe the video script – Google bots can search content more accurately that has been transcribed in text from audio.

Optimise the videos- Add relevant titles, meta tags, subtexts and descriptions.