Last night I was just going through some funny videos on YouTube. I was checking out this channel by an Indian guy who shares some funny and candid real-life scenarios of a school going student. But it was not the humor that caught my eye. It was the way that guy smartly placed an advertisement for a new traveling mobile app in his content. And the views on this video was more than 30 million. With just one small video, the app reached close to 30 million viewers.
I know it was not a directly targeted audience that the ad was reaching, but just imagine even a fraction of people watching the video tried the app, how huge would it be.
And this is just one of the many examples of businesses are making use of video marketing to ramp up their business revenues. This brings us to the point which we are going to discuss in this post – how video marketing has taken over traditional marketing in recent time.
The Numbers Say It All
If we look at the graph of the popularity and demand of video content on the internet over the past couple of years, the numbers have rising pretty sharply. Here is a peep into some of those constantly increasing numbers –
- In 2015, Facebook said that the viewership of videos on their platform had gone up from 4 million to 8 million per day within the time span of just seven months.
- YouTube reaches more people in the age group 18-49 than any cable network in the United States alone.
- According to Google’s prediction published at Think With Google, video content will have a share of 74% of all the content shared on the internet this year. And according to CISCO this number will move close to 80% by 2019.
So you can see how video marketing has come across as the next big thing for marketers.
But, what makes video content so effective? Here is a list of some of those major reasons –
1. The brain and eye connection
Researches show that human beings are visual creatures. We easily get attracted to and connected to things which are presented in a visual format. In the world where our brain is constantly getting information overload, video content comes as fresh breeze. And therefore the chances of a tired brain connecting with videos is more as compared to reading a well drafted written content for the same.
2. Ignites emotions
According to Mark Schaefer, Executive Director, Schaefer Marketing Solutions – “The new era demands a focus on ignition, not just content, on trust, not just traffic, and on the elite people in your audience who are spreading and advocating your content.” We’ve moved to an era where marketing has become not just about selling. It is more so about striking an emotional connection with the audience. And, this is where video content is the most powerful.
3. Google loves videos
Google has always embraced video content. The fact that it owns YouTube, the biggest platform for video content online, also adds to this point. And marketers know it really well how Google has been constantly updating its algorithm to give users a meaningful experience; with search results being dominated by videos in top results. It has been shown that chances of website getting featured on Google’s top results are increased up to 53% by adding a well optimized video.
4. It SELLS!
But the most important factor behind videos being so effective is the fact that it prompts the users to make a purchase. According to one of the articles published at Insivia, people say that watching a video helps them with their decision making process about a product online. And according to Online Publishers Association, more than 46% of users watching a video ad promptly take an action after viewing it.
They say a picture is worth thousand words. But in today’s time I’d say we must change the phrase to a video is worth more than thousand words. According to Dr. James McQuivey, Forrester Research, one minute of video is equal to 1.8 million words.
From driving traffic to user engagement, videos work like an alchemy that turns your marketing endeavors into gold, provided you are using it effectively. The fact that 96% of B2B businesses are already using videos in one way or the other in their marketing justifies the statement. With more than 73% of these businesses reporting that they have gained a positive ROI from their video marketing efforts, it is quite evident how effective video marketing is!
In the end, all I’ve got to say here is that video marketing has definitely taken over traditional marketing strategies. With the consumption of video content growing every day, it would be the right time to invest in video marketing for your business and grab a BIG share of the pie, before your competitors do!
This post is part of our contributor series. It is written and published independently of TNW.