Why is video important in marketing

Video continues to dominate online activity: 85% of U.S.-based internet users watch online video content. Some estimates say video will represent 80% of all internet traffic by 2021.

With so much usage, businesses can’t neglect video as a viable marketing channel. But popularity isn’t the only reason marketers should be using this medium. In this post, we’ll break down why it’s vital to use video in your marketing, and how to get started if you aren’t already.

4 reasons why you should use video marketing

85% of businesses use video as a marketing tool, and 92% of marketers who use video say it’s an important part of their marketing strategy. Why all the hype? Here are a few key reasons.

1. Video delivers a high ROI

A healthy ROI is a goal of any marketing campaign, and video delivers. In fact, 88% of video marketers agree that video gives them a positive ROI. Video reduces cost per lead by 19%, and Promoted Tweets with videos reduce cost-per-engagement by more than half for businesses.

For online stores, video is a powerful way to drive sales on product pages. The medium allows shoppers to see products from multiple angles and in action, so they’re more able to imagine using them in their own lives.

2. Video is popular and in-demand

Consumers crave video. People watch around 16 hours of online video every week, up 52% in the last two years. And they can’t get enough of it: 86% want more videos from companies.

YouTube is seeing high growth, with the number of channels reaching 1+ million subscribers increasing by more than 65% year over year. And on Twitter, video views are increasing 67% yearly, with more than 2 billion video views on the social media platform daily. The boom in social media’s popularity presents marketers with the opportunity to reach new audiences in novel ways.

3. Video captivates audiences

Video has proven to be one of the most engaging content formats. According to studies, people skim or multitask when engaging with written content and podcasts—but they’re more focused when viewing video content. And people are willing to spend more time watching a video than in previous years. Even video completion rates for marketing videos sit at almost 90%. This data signals that marketers who use video are more likely to convey their message to audiences.

These trends ring true on social media, too. Videos earn 1200% more shares than text- and image-based posts combined on social platforms. On Twitter, posts with video get 10x more engagement. In light of these stats, social media is the perfect space for distributing video content.

4. Video boosts SEO

Every marketer wants content to surface to the top on search engine result pages (SERPs) for maximum visibility. Video is an excellent way to improve your ranking odds and earn click-throughs.

There are a few specific ways video can boost your SEO efforts. For starters, a transcript from your videos can be used as additional content. This gives Google something else to crawl and, as a result, something else that can potentially rank.

Videos themselves can also rank and appear under search results. For example, if you search “How to build a shed,” the below video shows up.

The above piece isn’t just ranking, either—it’s presented

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