Technology brings in new changes every day. When we look back at how our lives were just a couple of years ago, it becomes evident how these small, incremental changes transform our ways of life completely.
It wasn’t so long ago that the only form of visual marketing on the internet was images and posters as there were technological limitations that thwarted the use of audiovisuals as a means of marketing online.
But as it is with technology things progress quite rapidly and here we are in 2021 where 5G adaptation and fibre optic connections have picked up speed. 5G will be a game changer with its 1ms latency and almost 10Gbps speed.
What does this mean for businesses?
Technologies such as High Resolution, HDR or interactive Videos, Augmented Reality and Virtual Reality will soon find commercial applications in terms of marketing.
Basically, the possibilities are endless. As forms of digital communication get faster and better, newer forms of information transfer will keep evolving.
For now, let us get you started with video marketing as it can serve as the first step towards adapting to other technologies that are slated to go mainstream in the coming years.
What is Video Marketing?
Using Video, i.e. Audio Visuals, for the purpose of promoting your product, service and brand is termed video marketing.
Yes, the definition was too simple but here are things that you should know about video marketing:
- Over 80% of marketers say that videos are an effective way of attracting customers. (Animoto)
- Audiences claim that 95% of the information imparted onto them via videos is well retained. (Social Media Week)
- Video adverts were the top way in which users discovered a brand and became their paying customers. (Animoto)
- YouTube claims that over 70% of its user base becomes aware of newer brands through videos. (YouTube)
- Over 90% of the brands got new customers via a video advert they ran on social media. (Animoto)
- Over 80% of the customers said that they were convinced about making a purchase from a certain brand because of their video. (Wyzowl)
- Over 90% of marketers said that Videos helped their Audiences better understand their products and services. (Wyzowl)
- Around 80% of marketers claimed that Videos directly helped them increase sales. (Wyzowl)
- Tweets with videos generate 10 times are more engagement than those without Videos (Twitter)
- Over a quarter of marketers plan to make use of TikTok for Video Marketing. (Postclick)
Those were some astonishingly positive numbers in favour of Video Marketing, we hope you weren’t overly overwhelmed!
Image Courtesy – Hubspot
By now you must have understood that Video Marketing is gaining speed quite fast and will dominate the online space in the coming years.
If you’re still wondering how exactly can Video Marketing benefit your business, let us highlight some important points.
How does Video Marketing Benefit Your Business?
While we all are aware of the advantages Audio Visuals offer as a form of information dissemination, how these advantages translate into business language is what most of us aren’t aware of.
Worry not! We’ve translated those for you below:
1: Higher conversion rate and increased sales -
People understand information and messages imparted by videos better than other mediums of information transfer. So chances are that if your information holds value and your message is well crafted and persuasive, a video with those will convert a larger proportion of audiences than other mediums.
Image Courtesy – DreamGrow
2: Better ROI than other Mediums -
While emails as a form of marketing still generate more ROI, Video marketing now occupies the second spot. Considering the fundamental difference in the nature in which both function, email and videos are complementary to each other and not supplementary.
Image Courtesy – Neil Patel
3: Smartphone Users love Video Content -
Image Courtesy – Dream Grow
Another Case study by Yansmedia concluded that 57% of all video content is accessed and consumed using a smartphone. The implications of these two facts are simple: the smartphone user base is growing and they love videos.
These circumstances can be put to good use by a business by leveraging video marketing focused f=on and well optimised for mobile devices.
4: Google has a thing for Videos -
Google owns YouTube and there have been changes in its algorithms in recent years that try to drive traffic towards YouTube for any or all search queries. Its implications? A webpage that has a YouTube video embedded on it is 50% more likely to end up on the first page of Google SERPs.
So videos can serve three purposes in total, first is as marketing material, second as a form of SEO asset and third as a form of providing additional revenue for your business through YouTube.
5: Engaging buyers in a more effective way -
Top 5 Categories of Marketing Videos
Product Demo -
It is a simple form of video that a brand or business can use to introduce their product or service to their audiences and educate them about the utility of the said product or service and demonstrate how to use it.
Apple MacBook Pro 2021 –The new MacBook Pro | Supercharged for pros | Apple – YouTube
These videos directly showcase the value your product provides and also ensure potential buyers know how to properly use it and indirectly advocate the value your brand provides by highlighting various distinguishing features and USPs.
Brand Videos -
You can say teasers function similarly to a movie trailer. While not revealing everything, a teaser is used to create hype and interest among the audience about an upcoming product or service launch.
Apple Homepod Mini – Introducing HomePod mini — Apple – YouTube
It is necessary to not give out a lot to ensure people speculate about the upcoming product or service which adds to the hype and not give out too little for people to become disinterested due to lack of information.
A Teaser -
You can say teasers function similarly to a movie trailer. While not revealing everything, a teaser is used to create hype and interest among the audience about an upcoming product or service launch
Apple Homepod Mini – Introducing HomePod mini — Apple – YouTube
It is necessary to not give out a lot to ensure people speculate about the upcoming product or service which adds to the hype and not give out too little for people to become disinterested due to lack of information.
Educational Videos -
These videos can be about a wide range of topics, depending upon your industry. The main aim of these videos is to educate the audience about changes, developments, etc. in the world or their industry that directly or indirectly affect them.
Neuromorphic Computing by Intel – Brains Behind the Brains: Mike Davies and Neuromorphic Computing at Intel Labs | Intel – YouTube
A business/brand could address social, political and environmental issues or introduce upcoming developments in their field or industry to the general public. This acts as a good way to generate and retain interest from the masses for a brand.
Video Emails -
Many businesses make use of automated email marketing hence have plenty of data and segmented mailing lists. You can create a short personalised video similar to a teaser and send it as a mail.
The Power of Video Email: Using Dubb Video Email for Marketing and Networking – YouTube
This video marketing strategy works wonders as it has shown to almost double the click-through rate as a combined result of personalisation and video. Combining different marketing strategies should be a part of your Digital Marketing Strategy.
Conclusion -
With the advancements in technology, Videos have emerged as a dominant form of content on the web. Considering its advantages as a medium of information dissemination, videos are the perfect medium for marketing at present.
The value Videos offers through its effectiveness and long term relevance are very well worth the resources it consumes. It is a multifaceted medium that can benefit your business in more than one way.
Video marketing is one of the prominent B2B Marketing trends of 2021 and there are serious numbers backing up this statement.
Every business must try their hands on video marketing as it serves as the first step towards a future where marketing will be dominated by AR and VR.
So what videos will you be making first?
