Why Online Video is the Newest Trend in Content Marketing
Although using online video might not be the easiest marketing strategy to take on, more businesses are carving out time and resources to ensure it's included in their business goals. According to a recent survey from Social Media Examiner, 76 percent of respondents cited YouTube and video marketing as their top marketing expenditure in 2012. Only 1 percent said they plan to spend less on video marketing in 2013. If you think that statistic is compelling, there's more.
According to a survey from the Content Marketing Institute in September 2012, more than 85 percent of internet users watched online videos. Of those internet users, 46 percent said that after watching videos about a product, they would be more likely to click through for more information than without a video. This is vital information for sales, marketing and advertising teams. About 70 percent of online marketers now use video, making it the sixth most popular content marketing tactic (just behind social media, case studies and blogs).
As always, before you begin using any marketing tool, it's important to understand the best strategies and tactics to reach your audience. These four tips will help online marketing pros determine how to integrate videos into their overall approach.
- Make sure it's mobile. When you produce and share videos, keep them short and shareable for your mobile audience. Don't be afraid to allow text, graphics and even your interview subjects appear a little larger than you might have in the past since mobile viewers will be watching on a smaller screen.
- Embrace white space. Use video Instead of large blocks of text on your website, especially when explaining something new, telling a story or showing off new products. The average time spent on pages with videos was three minutes compared to one minute and 30 seconds on pages without videos. Also, almost 60 percent of C-level and senior executives said they would watch a video before reading text on the same web page. For example, Target uses video to give consumers a behind-the-scenes look at the brand.
- Use video in email marketing. People are tired of getting the same old emails. Integrating video into email marketing campaigns has been shown to increase clickthrough rates by more than 96 percent. These videos are perfect to entice shoppers. Think of ways to include video in your email marketing campaigns and be sure to include a play button on the video thumbnail in the email design for easy watching.
- Include a call to action (CTA). Put a CTA at the end of your video. It's a great way to get your audience to sign up for your email list, register for an upcoming event or browse new products. Viewers of a product video are 64 percent to 85 percent more likely to buy after watching. Need some CTA inspiration? Check out this blog post.
Many video producers and marketers now use video because it can be simple and budget friendly. In addition, YouTube videos often produce high rankings in Google, which boosts a brand's online presence and search engine optimization efforts. The videos you create have the opportunity to go viral and accumulate millions of views, generating free advertising for your business. For example, Kmart's "Ship My Pants" commercial went viral, reaching many prospects with its humorous approach.