Video marketing is arguably the most effective form of digital marketing available to a business.
Video is the most engaging online medium and is an excellent way of letting people know what your business is all about, showcasing your products or services, and engaging with people.
Marketing videos are seeing a great deal of success in social media, such as Facebook, Twitter, Instagram and Snapchat. They can be used on your website and LinkedIn, and also in video advertising on YouTube or embedded in emails, newsletters and blogs.
Video Marketing & ROI
When businesses contemplate investing in video marketing, one of the most frequently asked questions asked is, “How can we measure the return on investment?”
To prove the return on investment (ROI) for video you need clear goals and define what metrics you will be analysing. These metrics could be engagement with the video (e.g. Views, Likes, Favourites, Shares, Retweets, Mentions and Comments), increase in the number of visitors to your website, increase in time spent on your website, length of time spent watching the video, increase in the number of followers and action taken by the audience after viewing.
There are some interesting statistics about video:
- 90% of users say that product videos are helpful in the decision process.
- After watching a video, 64% of users are more likely to buy a product online.
- Enjoyment of video ads increase purchase intent by 97% and brand association by 139%.
- 73% of B2B organisations who use video in their marketing report positive results to their ROI.
- Video in an email leads to a 200-300% increase in click-through rate.
Facebook is arguably the most popular social media platform with an estimated 33.9 million users in the UK. It is also estimated that over 83% of those users will access Facebook through a mobile phone (eMarketeer).
In 2016, Facebook reported that 85% of Facebook videos are viewed without sound and advised that showing captions, logos and products can help communicate your message, even in silence.
Square videos are becoming popular on Facebook. On most smartphones, a square video results in the entire screen being taken up by a single post. View rates and click-through rates are all higher with square videos.
In the screenshots below, it can be seen that the square video post had more Views, Likes and Shares than when the same video had been posted in horizontal (16:9) format.
YouTube is owned by Google and so using video content can help improve your SEO efforts. YouTube videos sometimes feature in Google search results and businesses using video see more organic web traffic than those who don’t.
In July 2016 a Google/Ipsos Connect survey found that one of the most popular categories watched by YouTube users is the “how to” videos. Google has also reported that the most popular “how-to” educational searches range from:
68% of YouTube users watched YouTube to help make a purchase decision. It is therefore important that your YouTube videos are optimised for Titles, Descriptions and Tags to increase the chances of it appearing in search results.
The image below shows how the GemPort Jewellery video appears on the first page of results for a search carried out on YouTube for the relevant key words.
Different Types of Videos
A video allows you to get your message across whilst also giving potential customers the opportunity to see you in action. You can add powerful visuals and branding elements to your video content and this can result in more sales.
There are many different types of videos that can be used to influence your audience.
The graphic shows different stages of the sales funnel:
- awareness (some kind of introductory video about you and your business)
- consideration (videos explaining why your product or service is the best)
- decision (videos analysing and comparing other products and services)
- action (videos backing up what you say as proof)
- retention (videos giving further support about the product or service)
and lists some examples of videos that can be used at each stage.