Why are videos important in content marketing strategy?

Why are videos important in your content marketing strategy?

Videos are an essential feature of an effective content marketing strategy. Find out how to optimise the use of videos to gain more customers.  

Video marketing is increasingly becoming essential for business owners to gain market share. Studies suggest that over 63 per cent of B2B marketers splashed out on video marketing efforts.

It comes as no surprise that more marketers are using videos businesses to sell their brands. If you haven’t done so, it is time to recognise that video are the marketing tool of the future.

Why are brands investing in video marketing?

The answer to the above question lies in changing consumer behaviour. Studies indicate that our attention spans are getting shorter.

You have only seven seconds to grab the attention of your users before they decide to browse over to other content.

That is the reason why brands are engaging younger audiences with visual storytelling. There are many other reasons to integrate videos in your marketing strategy:

1. Rise of new technologies to better engage your customers

Marketers are using options like Sstop-motion animation, digital machinima, and  live productions. Of late, Facebook Live is becoming popular among marketers to run events.

With emergence of Virtual Reality (VR) and 360° videos, you have better tools to engage your millennial audiences.

Both of these technologies have experienced an explosive growth in popularity in recent years. VR is bringing new experiences and thrill to the audiences.

VR is touted as a portal into another dimension with its immersive features.  360° videos are gaining in popularity both on Facebook and YouTube.  As a Marketer, you should   pay attention to these digital avenues as they are a novel option for video content distribution and advertising.

2. Broader outreach and return on investment 

According to Marketing Land,  a report from video marketing and analytics platform Vidyard states that 71 percent of marketers said their video content’s conversion performance was either somewhat or much better compared to other types of marketing content.

With improved engagement rates, video marketing holds the promise of a very high  return-on-investment (ROI) for B2B marketing Managers.

If you are a medium or small business owner, you will definitely stand to profit from this trend.

Start by creating an phase-wise plan to take your brand messages online.

Popular streaming sites, social networks, and mobile applications will ensure that your content becomes viral and is shared across multiple platforms by the users.

YouTube alone has over a billion users, with localised versions in more than 88 countries worldwide, while Facebook has over  2.2 billion active accounts. This translates into a global network of consumers that businesses can tap into via video advertisements and other digital marketing strategies.

3. Ability to track your customers better 

Aside from providing a sizeable audience base, online videos are widely regarded as a valuable resource for evaluating the effectiveness of a marketing campaign. Modern-day video platform services, such as Kaltura and YouTube, can help maximise engagement with their in-built SEO and analytics tools.

These tools can be infinitely useful for marketers as they provide useful information crucial for making key business decisions. You can track many aspects of consumer demographics like

  • The number of unique viewers within a time period,
  • View counts and number of playbacks
  • Audience responses in the form of conversions or exposures.

The icing on the cake? Some of these resources come absolutely free! Google Analytics is one such resource as it allows users to measure results across all of their online marketing efforts (not just videos). This can be especially helpful for small businesses who want a comprehensive analysis of their growth.

If you would like to know more about three ‘live’ storytelling platforms on social media, read our previous blog here.

Team Script can help you in developing an engaging video marketing strategy. Get in touch with us!

 

Written by: (www.script.com.sg) 

Edited & Illustrated by: Script Consultants Pte Ltd

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