If you’ve spent anytime browsing the web over the last year you’ve probably noticed a dramatic increase in the amount of video content across blogs, ecommerce stores, and social media advertising. It’s not hard to see why video is becoming so popular, it is by far the easiest format to digest and it gives consumers a well deserved rest from the overabundance of textual information online.
For organizations in the digital space, this shift in formats means that it’s more important than ever to have a thorough understanding of video as a marketing tool. This week we’re highlight 4 reasons why your organization should start including video in your 2019 content marketing plans.
1. Improved SEO
One of the first reasons to consider incorporating video into your organization’s marketing plan is that utilizing video in content marketing efforts has been shown to have a considerable impact on your website’s SEO. In fact, according to Cisco, by 2021 80% of all website traffic will be related to video content.
One of the major reasons search engines love videos is because they generally see them as high-quality content that have a high probability of answering a user’s search query. Of course having videos alone won’t rocket your site to the top of the search results. Make sure your videos include the right keywords, a solid meta description, as well as a clear title.
2. More Effective Use of Consumer Attention
When compared with written text, photos, and audio, videos have proven to be the most effective way to capture consumer attention. Given the current state of advertising, where we sit in the midst of a content overload, capturing and keeping attention is key. In a study carried out by HubSpot, researchers found that 97% of marketers claim that video helps their target customers find and understand their products.
To stand out from the crowd, businesses need to approach their audience with a strong value-based offer and videos are by far the best way to give customers a close-up view of your a product or service.
3. Higher Engagement Through Live Video and Personalization
We’ve heard over and over that personalized content is the key to great engagement and video is no exception. So when you’re considering what types of video content would be right for you organization, make sure you consider live video as a option. With the rise of streaming services like Twitch and new features like Instagram’s IGTV and Facebook Live Video, it is expected that 13% of web traffic will be related to live video content by 2021.
With that said however, you don’t necessarily need to be live to be personal. While connecting with followers live does add an extra layer of authenticity, non live options such as Instagram Stories and Snapchat are also a great way to offer an intimate look at what you business is all about.
4. Increased Conversions
Our final reason why your organization should consider using video in your content marketing plans is a simple one; video converts more customers. Recent research from Vidyard shows that 71% of marketers experienced higher conversion rates with video compared to other marketing content and according to Social Media Today, 90% of consumers claim a video has helped them make a purchase decision.
Another way incorporating video content helps to improve conversions on your website is that they tend keep people around for a long time, this is especially true for consumers who aren’t big readers. A study by CrazyEgg showed that when people watched video on a landing page they tended to stay on the site for an additional two minutes over pages that didn’t include video content.
As you can see from the above points video content is the most popular content form for the moment and the truth is that it’s not likely to be going anywhere soon. Video not only provides a fun and easy way to digest content, but it is also one of the best ways to give your audience an up close and personal look at what you, your business or even what your clients are up to. The more they know about your positive work, the more likely they will be to become a customer.