Trends come and trends go. Today’s viral buzz can become yesterday’s cliché quicker than you think; and the face of digital marketing is never permanent. It’s constantly evolving, adapting to new deliveries and new habits. But if there’s one thing that remains constant, it’s video.
The impact of visual information isn’t the result of a shift towards digital communication. It’s largely hardwired into our brains. A 2014 MIT study found that humans are capable of identifying images seen for as little as 13 milliseconds and it’s no tremendous surprise why. Visuals are, by default, the single most immediate form of cognition we possess, with almost 50 percent of the human brain being devoted to processing visual information.
Consider the static image. It conveys a single moment in time. The expression on a face. Perhaps a memory. But ultimately? It’s singular. One-dimensional. But consider video. It’s dynamic. It conveys action. A broader emotional spectrum. Nuanced. And significantly richer in depth.
Is it any wonder that video constituted over two-thirds of all global internet traffic in 2017 alone?
Content Marketing And Video
The main appeal of content marketing has always been the lack of a hard sell. Unlike traditional marketing, content marketing manages to “persuade without persuasion.” It demonstrates. It conveys. It’s less about your product and more about a shared experience; one which customers from any walk of life can relate to.
Video augments this shared experience by providing a more in-depth look at brands. It can both demonstrate how a product is used in real life application as well as provide a back story, adding value to content by portraying your product in a much warmer and much more human light. Video isn’t about flash, gimmicks or even influencer outreach. It’s about establishing a sense of empathy—one of the most vital components to any successful marketing campaign.
The Impact Of Video Content
According to recent predictions from Cisco, video will account for over 80 percent of global internet traffic by 2021.
YouTube estimated in 2017 that over a billion hours—or 8.4 minutes per person—of social content video was viewed across the globe each day.
A recent forecast from Zenith Media predicts that the average person will spend almost 100 minutes per day viewing online video by 2021.
A 2019 survey from Kantar Media indicated that 56 percent of U.S. consumers prefer video ads relevant to content they’re viewing, as opposed to advertising based on browsing habits.
It’s been estimated that 90 percent of consumers have claimed video marketing made a direct impact on their purchasing decisions.
A recent survey from independent marketing agency Wyzowl revealed 87 percent of brands indicated a significant increase in traffic to their site as a result of video marketing campaigns.
A 2019 report from PwC estimates that spending on mobile video advertising in 2023 will be three times greater than non-video mobile advertising by 2023. The same report also predicts that online advertising will rise from $123.1 billion in 2019 to $160.8 billion by 2023. By comparison, only $70.6 billion was spent on traditional TV advertising in 2019.
Best Practices For Video Marketing
Be Cognizant Of Length
Approximately 66 percent of all online video ads in 2019 were at least 30 seconds long. But length will vary not only based on the information your ad contains but for each specific delivery channel. While 30 seconds is a sufficient benchmark for most Amazon sellers, you may find it insufficient to relate relevant product information. On the other hand, the optimal length for a YouTube campaign is roughly two minutes—which may be far more time than you actually need. Don’t pad your video with irrelevant selling points. Stick to the key features which make your product unique and try to explain them simply and concisely. Your video is supposed to be a second past which compels, not one which over elaborates.
Don’t Stick With One Type Of Video
Video marketing isn’t a traditional marketing campaign where repetition of images and slogans accounts for a driving factor in sales. Digital marketing demands diversity and fresh content. Perhaps you’re in pre-production and need to raise capital. Maybe an Amazon Sponsored Brands video will boost conversions. Maybe you want to put together a how-to gude for your customers. Don’t be limited to one category. Content marketing is about a value-added experience; and the more diverse the content, the greater the value for customers.
Integrate Testimonials Into Your Video
How strong are customer testimonials in marketing?
At close to 90 percent, customer testimonials are estimated to have the highest share of content marketing effectiveness.
Reputation can make up over 25 percent of a brand’s total market value.
Almost 70 percent of consumers will trust an online recommendation from someone they’ve never even met.
According to a 2019 Wyzowl survey, 77 percent of customers indicated video testimonials impacted their final decision on purchasing a product.
The power of peer recommendations may be nothing new. But integrating them into your marketing campaign is one of the primary strengths of video content. It lends credibility. It lends accountability. It lends relatability. And above all, it lends authenticity—perhaps the most reliable test of your brand’s strength.
Content may be king. But which format has the right to wear its crown demands constant evaluation and refinement. Anything less is just smoke and mirrors.
Is Your Content Living Up To Its Full Potential?
Color More Lines provides white glove, global account management of your ecommerce platforms so mission-driven companies can focus on new product development, branding and growth strategies. Find out more at Color More Lines.
