Author: Anneke Steenkamp
In the last couple of years we’ve seen a tremendous rise in video content marketing. It’s a form of branding and marketing that isn’t going anywhere, and we wanted to explore exactly why 85% of people want to see more video content from brands.
A Platform for Learning
One of the biggest benefits of video content comes in the form of education. Brands are now able to summarize their message in concise, short from manner.
95% of people have watched an explainer video to learn more about a product or service
Consumers want to gain access to additional information at the touch of a button, and video content allows this. Should they enjoy your explainer videos and tutorials they can further engage with your brand by subscribing to your channel or following your brand on social media.
In this current technological era, we’ve become obsessed with instant gratification. This can be seen in the rise of online shopping and live streaming. People want to stay engaged and video content in the form of ‘live’ sessions via social channels or Q&A videos explaining anticipated queries can do exactly this.
Did you know, for example, that Facebook video receives, on average, 135 percent more organic reach than a Facebook photo? Or that 73 percent of B2B marketers say that video positively impacts marketing ROI? – Buffer
Businesses need to feed the urgency of the consumer and by creating informative, unique and summarized video content they can do exactly that.
Apart from instant gratification video content also allows for the consumer to connect with the brand on a personal level.
Video is the most powerful way to evoke emotions online. It’s King because it offers a slew of attributes above and beyond traditional content like tone of voice, face expressions, and music, to name a few. – Vidyard
A Visual Treat
Instead of scrolling down lines and lines of text, consumers like to be visually stimulated. That’s why channels such as Instagram are so popular. Apart from merely reading about a concept, you can now add visuals to your message.
Design and development companies can greatly enhance the artistic experience for the viewer while also showcases their skills and expertise. Animated videos are an ideal way for companies to get their message out without having to use their employees as marketing ambassadors.
Apart from Video content being a visual treat, it’s also regularly accompanied by music which can make the content experience more memorable. The brand Onzie nailed this combo with their fitness line video branding campaign aimed at a new market. Here you’ll note that music can be a key element of a great product video.
Access to Expertise
By providing consumers with video content, brands are showing that they want to help their audience. They care about providing solutions to your problems, entertaining your curious mind and build an emotional connection by presenting their employees online.
Video content allows the consumer to gain access to the people behind the brand as well as their expertise.
It Helps Them Decide
Brands have noted that video content resulted in an increase in their ROI. Branded video content can act as a deciding factor for a prospective buyer. In our 2018 State of Marketing Survey, it was revealed that:
81% of people have been convinced to buy a product or service by watching a brand’s video. Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.
They Want to Build Relationships
As mentioned before, consumers want to be able to build a relationship with the brands that they are following. The narrative of video content is highly beneficial in this regard. Building these relationships inspire loyalty between the brand and their audience.
When consumers enjoy your content they are more likely to become returning visitors to your platform or website, which is ideal for ROI and continued marketing.
Consumers also prefer an informal, chatty tone of voice instead of the ‘radio voice’ that was used in the past. This casual tone imitates the way in which friends and family would communicate with each other, making it feel more authentic.
Social Media Engagement
YouTube remains the most popular (and most effective) sharing platform for video content, and there are no signs of that trend being reversed in the next year. – Wyzowl
Video content is easy to share on most social media platforms. Brands are able to extend their reach to a bigger audience because of the ‘share’ feature of videos. If the consumer is happy with your content and they know someone that would also find it valuable they are also likely to share it with their peers.
The average person watches more than an hour and a half of online video content per day, with around 15% averaging more than three hours.
Many brands utilize the power of video content specifically because of its popularity on social media. Instagram stories have also given consumers real-time or current access to their favorite brands. YouTube has always been one of the most popular video marketing platforms, but Snapchat, Instagram, Periscope and Facebook Live are right up there as well.
Source Article: WYZ Owl