If a picture paints a thousands words, then a video must show a few million – which is why it really pays to use videos in digital marketing and on your website. In its impressive list of 50 Must-Know Stats About Video Marketing 2016, Insivia explains that there’s a 200-300% increase in click-throughs when videos are used in emails, and videos on landing pages increase conversions by a whacking great 80%.

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This could be because 90% of users agree that videos play an important role in their decision-making process, and 46% of users will take some sort of action after viewing a video. Clearly, videos are an incredibly useful marketing device.

In the past, videos were a ‘nice to have’ – now they’ve moved into ‘must have, otherwise you’re clearly stuck in the Stone Age, have something to hide, or just can’t be bothered, and if you can’t be bothered then neither can I’ territory.

Promotional videos, and vids in general, make your customers’ lives easier. They don’t have to search your website for information, scroll, or – god forbid! – actually read anything. Instead, they can just click a button and learn all about who you are, what you do, how you do it and why you’re the best. Anything that makes a potential customer’s life easier is going to be a big pull; decision-makers and executives are busy people, and 59% of them would rather watch a video than read text. And with three out of four visitors to your website hitting ‘play’, you’d be mad not to see the benefit of video marketing.

Video marketing is also more ‘sticky’. While many users will click off a website almost straight away if they don’t immediately find what they’re looking for (or if the design is just atrocious), only 45% of viewers will stop watching a video after 1 minute. If you make sure to get to the important points early in the vid, this means that 55% of viewers should have been exposed to your marketing message. Pretty good odds, eh?

Oh, and let’s not forget our good friend Mr Google. Google loves videos. Videos are shown at the top of search results, both in the ‘Everything’ tab and in ‘Video’ search. It’s a double-bubble SEO tip that will be a big boon for your business. However, you’ve got to make sure the videos are indexed correctly in order to show up in Google search – it all gets a bit technical, but you can read more about that in Google’s Introduction to Video Markup.

No excuses!
Everyone has the ability to create their own video content now; your mobile phone isn’t just for capturing your cat attacking a cardboard box, filming your favourite song at a Celine Deon gig or creating some epic bribery material of your other half’s embarrassing sleep-talking. Just point and shoot and you’ll have a video that you can upload to your website or put out on social media.

However, like everything in life, the more you put in, the more you get out. If viewers really enjoy the videos, you’ll see an increase in purchase intent of 97% and an uptick in brand association of a huge 139%. Therefore it’s not always enough to put together a bog-standard video and hope for the best.

If you want something more sophisticated and comprehensive, you might have to outsource. Get a proper video production company with a proper script, in a proper studio with a proper camera, with proper after-effects and editing, and you might just see a boost in views, enjoyment and sales.

Some top tips for creating a kick-ass video include
• Keep it short and sweet – the majority viewers have quite short attention spans, so keeping the videos to within a minute or two will be best. No point putting together a 15-minute video if your viewers will only watch 2 minutes. 13 wasted minutes, in production terms, will be very costly indeed.
• End with a call to action – if a viewer has made it to the end of your video, don’t just fade out. Pop a call to action as the final screen or scene and really get your viewers working for you. Tell them to register on your website, download a research paper, give you a call or follow you on Twitter.
• Measure and analyse – it’s all well and good creating and uploading videos, but how do you know a) if viewers are watching to the end and b) what they do after they’ve finished it? Monitoring their actions and analysing the effectiveness of the video will show you what you need to focus on in future. A much better plan than sitting there with your fingers crossed (and your thumbs up your butt).
• Videos should tell a story – think about your audience (customers and potential customers) and what you want them to learn about you. What does your company do? What do you believe in? Why are you the best at what you do? Fun videos might be useful for showing off the brand, while promotional videos are great for new product launches. Ideally, you’ll want videos for every step of the buying process – so your audience should be able to find out about the company, the products/services, the after-sales care and so on by watching videos.
• People sell – don’t forget to include people in your videos. Bringing the human element back into the digital marketing and selling process can an invaluable tool to getting customers on your side. We’re more likely to connect with a human on screen than a stream of text.

Whether you choose to stick a GoPro on your guinea pig or use a video production company to create Oscar-winning marketing videos that’ll send sales skyrocketing, the important thing is that you do it and get it out there on your site – and that you make it memorable.

Remember: video killed the radio star. And it can also make or break your digital marketing.

To read all 50 of Insivia’s stats about video marketing, check out the list of 50 Must-Know Stats About Video Marketing 2016.

If you would like help on creating an awesome marketing video for your website, get in touch with us.

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Author Chris Painter

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