In the digital marketing world, perhaps nothing is more engaging than a well-crafted video – and its popularity as a leading content medium proves it. According to a report by Forbes, video is projected to claim more than 80% of all web traffic in 2019. It also plays a major role in the buying journey, as up to 90% of consumers report that videos help them make purchase decisions, while 64% are swayed into buying a product online after watching a video about it.
In other words, video is a powerful medium for reaching and engaging your target audience. Still not convinced? Explore these three reasons why video works for business.
1. Video Conveys Messages Quicker
With video, you can quickly convey your message to your target audience before their attention wanes. Since 90% of information transmitted to the brain is visual, the human brain processes visual information - like videos - much faster than text. This is especially important when reaching and engaging today’s consumers, who have an average attention span of 8 seconds. The key is to provide content that allows them to digest information quickly and easily, and video is the perfect solution.
2. Video is Memorable
Video content tends to stick in the memory of viewers, boosting brand recall and memorability. Because of its visual nature, 80% of viewers can recall a video they’ve seen in the past 30 days. Furthermore, video ads that are 15 to 30 seconds long have a high completion rate - roughly 70% - making it even more likely that viewers will retain the content. Creating and sharing memorable video content helps keep your brand top of mind, thus driving brand loyalty and increased sales.
3. Video Offers Immense Versatility
Video is versatile, and allows you to inform and engage your target audience across multiple online channels. More specifically, it gives you the opportunity to reach customers on different platforms and various touch points based on their online behavior and preferences. For example, video can be shared through social media, email, digital ads and even on your website. You can also create varied content to share information and promote your products or services, including video blogs (vlogs), product demos, video tutorials and video ads.
Utilizing Video to Achieve Your Annual Marketing Goals
Now that you know why video works, you can strive toward incorporating this type of content into your annual marketing plan. By making a commitment to video marketing, you can build a large volume of content that is easily shareable with your target audience. As a result, you’ll see an increase in engagement, brand recall and even customer action.