According to Cisco, video will account for 80% of all internet traffic by 2021, an increase of 67% since 2016. If that’s not enough of a reason to incorporate video into your content marketing plan in 2017, then hopefully this blog will help you understand just how video can help improve your overall marketing.
1. Video Performs Better
We’ve identified three areas where video performs better than written content.
The medium itself. Video content can tell a story about a business, product or service in a more interesting way compared to reading text. Studies show viewers will retain 95% of the messaging from a video.
For example, you can have the information portrayed by voiceover or indeed a talking-head interview, but this information can also be backed up by graphical elements like facts, figures and percentages. So using both video and audio combined can help viewers understand your product or service several times faster.
Embedding video on your website can also increase conversion rates. How?
Unbounce reports that having a video on a landing page means visitors will stay on the page longer allowing them to understand your product, on top of this viewers, are more likely to trust your brand if they see members of your team within the video, making them more likely to buy.
Including “video’ in the subject line of your email can also increase open rates, and in turn, click-through rates.
Through several rounds of testing, Wistia found that over 40% more people clicked through on an email that contained a video thumbnail (with a play button and time stamp) than the exact same image without these two elements.
2. Higher Levels of Engagement
You can engage with audiences in a different way than plain text, whether it’s through visual stimulation, soundtrack or story.
Video is also more much more shareable than text. Actually, in 2015, social video received 1200% more shares than both text AND images combined.
3. Improve Ranking
Since Google took over YouTube in 2006, the search engine giant has given favour to videos as well as sites that contain video.
In fact, video is over 50 times more likely to appear on the first page of Google than a web page containing text only.
Embedding your YouTube video on your website, while including text description and keywords can boost your overall ranking.
4. Allows Insights into Visitor Behaviour
As noted by Vidyard, on pages containing only text, the only thing you can measure is how long the person stayed on the page.
However, if you transform your blog, instructional video or product explainer, you can see how many times people watched the video. Did they stop watching at a certain point? Did they share with their friends?
Being able to get these insights into your content can help you understand what your visitors want to see and allow you to weed out the unnecessary information.
The world of video marketing can be a daunting one, especially if you haven’t worked with video before. If you’re unsure where to start, get in touch with one of our video strategists today to discuss the opportunities video could create for your business.