Why you should focus on video marketing

advantages of video marketing

Moving images are now part of everyday life in the digital sector - so it is not surprising that marketing has also discovered videos for itself. But is video marketing really worth it?  What are the benefits of this sort of advertising?  We'll tell you! 

A picture may say more than a thousand words - but in the age of YouTube, Facebook Live, Periscope and similar channels moving images overtake classic advertisements with a single image in many areas. Of course, the latter still have their place and purpose, but video content is playing an increasingly important role in content marketing. In the adhering to, we wish to show you what the term "video marketing" means, what possibilities it opens up for you - and why videos work so well in marketing.

What is Video Marketing?

Before looking at the benefits and advantages of video marketing, it makes sense to clarify what this term actually means. Basically, it is simple: The term "video marketing" summarizes all marketing measures in the digital sector in which moving images are used as the main feature. A spot that is only a few seconds long is just as much a part of video marketing as an image film lasting several minutes.

The idea of ​​using moving images for advertising is of course not new, after all, short films have been used for advertising products, brands and services in the cinema and on television for decades. But video marketing has been experiencing a huge boost in the last few years, which is mainly due to the ever-growing popularity of video platforms such as YouTube and social media such as Facebook and Instagram. YouTube alone has nearly two billion monthly active users, and almost two-thirds of all people now prefer online video platforms to traditional television - so the potential reach of video content that is distributed via these platforms is enormous, and that makes it natural very interesting for marketing.

What are the advantages of video marketing?

To produce a video sounds very complex and cost-intensive at first. This naturally elevates the inquiry of whether this effort is really worth it or whether - especially in the online area - you don't do just as well with classic image advertising? And of course, this form of marketing still has its raison d 'ĂȘtre, but you can achieve a lot more with a moving image than with a static representation.

It starts with the fact that you can convey a lot more information with a video. The human brain is primarily geared towards visual stimuli, so images are a good medium for conveying marketing content - but if these images also move, the potential increases many times over.

This can be illustrated very easily with an example. Let's assume a drill is to be advertised. With a picture, you can convey that the device is very powerful, but nothing more. This can be demonstrated much more impressively with a video, and you can also demonstrate the ease of use, the low operating noise, the versatile application possibilities and much more. Your product can thus be experienced by the customer; its advantages are clear and tangible, instead of just abstract.

In addition, videos can help build trust. If people present products, brands or services - and they may even address them directly to the viewer - this generates emotions and means that the content is much better remembered. In addition, you give your company such a face; it appears more human and approachable. This creates an emotional bond, which in turn increases the viewer's willingness to buy. Depending on the channel, video content can increase the probability of conversion by up to 64 percent (study by Tubular Insights). Video marketing thus offers a very high return on investment (RoI), which absolutely justifies the higher costs compared to classic image advertising.

In addition, videos improve the search engine optimization of your site. One of the reasons for this is that users who watch a video stay longer on a page - and this longer stay time signals to the search engines that the page is highly relevant to the relevant topic. In addition, video content has gained in importance as a ranking factor, as videos now play an important role in user behavior. Apart from that, YouTube is now the second-largest search engine in the world - but it only appears on it if you offer video content on your site.

What types of videos are used in video marketing?

Videos are a very versatile medium, so let's briefly cover the different types of videos that are used for marketing. The classic form is the real film, in which the product or brand is staged on film, usually with the help of actors. There is also an animation film, in which trick technology is used. Since animated films can be created very easily on the computer and can only be set to music by a speaker, they are very popular as an inexpensive and very effective variant of video marketing. In addition, there are so-called "stories" and live broadcasts on social media, which are becoming more and more important due to the growing popularity of social media. Also, inInfluencer marketing plays an important role in video content. Influencers like to stage the products and services of their clients using stories, InstagramTV (IGTV) or YouTube videos.

How can video marketing be used?

The possible uses of videos are just as varied as the types of videos. For example, it is possible to create an image film as part of video marketing, which is meant to bring the audience more detailed to the company and thus retain them. So-called how-to videos, which provide the viewer with instructions for something specific, are also very popular. Furthermore, product and advertising films are used in which a product is presented or advertised in more detail. In addition, recruiting videos, behind-the-scenes films and much more are conceivable.

Examples of good video marketing

All theory is gray, they say, so we have selected two examples for you that illustrate very well how video marketing works. On the one hand, there are the how-to videos from Apple, which show certain possibilities with Apple products in a simple way. Apple deliberately refrains from using speech, because such videos are often accessed on the go and therefore without sound - the music supports the effect of the video but is not absolutely necessary. In addition, the visual design of the video supports its message.

The recruiting and employer videos by  the Swiss retailer Coop are also very successful because they convey a warm and human image of the company that makes it appear very attractive as an employer. The warm colors and the slightly slower reproduction of the images also convey calm and a familiar, pleasant working atmosphere without stress.

Conclusion

Video marketing is definitely one of the most promising areas of marketing, as video content is ending up being an expanding number of important in daily life and corresponding advertising can, therefore, achieve an enormous reach. In addition, video marketing can address customers on an emotional level much more easily than other marketing measures, so that it is easier to get the advertising message across. In addition, this form of marketing is extremely versatile and can, therefore, be used for practically any purpose.

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