Video marketing: 7 reasons why
Written by Mikula Ristic - 2 jun 2023
In the online world, people and organizations are getting more and more digital savvy. This asks for experiences that match or even succeed the expectations of a digital feeling for brands when scrolling down websites, social media or other marketing platforms. Video marketing is a powerful tool for brand recognition in the digital space and we explain why.
What is video marketing?
Video marketing refers to the use of videos as a strategic marketing tool to promote a product, service, brand, or message. It involves creating, publishing, and distributing videos across various platforms. Such as websites, social media channels, video-sharing platforms, and email campaigns, to reach and engage with a target audience.
Video marketing on the rise
Video marketing has gained significant popularity due to its effectiveness in capturing and retaining viewers’ attention, conveying messages in a concise and engaging manner, and increasing audience engagement. Here are a few reasons why you might need video marketing:
- Higher engagement: videos are highly engaging and can capture the attention of your target audience more effectively than text or images. They allow you to present your content in a visually appealing and dynamic format, increasing the likelihood that viewers will watch, share, and interact with your message.
According to Wyzowl Research, 91% of businesses use video as a marketing tool, which is an all-time high since they started tracking this data and a significant jump from previous years. Additionally, 36% of marketers say the primary goal of their company’s video marketing efforts is to increase brand awareness and reach new audiences.
Think about these two campaigns:
- Nike’s “Dream Crazier” campaign featuring Serena Williams;
- Coca-Cola’s “Share a Coke” campaign.
- Improved brand awareness: videos are a powerful medium for building brand awareness. By incorporating your brand elements, such as logos, colors, and slogans, into your videos, you can create a memorable and consistent brand identity. When people watch and share your videos, it helps spread awareness about your brand.
According to InVideo, 64% of consumers purchase a product after watching social videos created by brands, and marketers who use video grow revenue 49% faster than non-video users.
Two perfect examples of campaigns that really grew brand awareness:
- Apple’s “Think Different” campaign;
- McDonald’s “I’m Lovin’ It” campaign.
- Increased conversions and sales: video marketing has been proven to have a positive impact on conversion rates and sales. Videos can showcase your products or services in action, highlight their benefits, and provide demonstrations or testimonials, which can build trust and confidence among your target audience and ultimately lead to more conversions and sales.
Video marketing campaigns that really affected the numbers:
- Dollar Shave Club’s promotional video;
- Blendtec’s “Will It Blend?” campaign.
- Enhanced storytelling: videos offer a great opportunity to tell your brand’s story or convey a specific message in a compelling and emotionally resonant way. Through a combination of visuals, audio, music, and narration, you can create a captivating narrative that connects with your audience on a deeper level, making your brand more memorable.
Campaigns that use video marketing to enhance the storytelling of their brand:
- Dove’s “Real Beauty” campaign;
- Always’ “Like a Girl” campaign.
- Improved SEO and online visibility: videos can boost your website’s search engine optimization (SEO) efforts. Including videos on your website can increase the time visitors spend on your site, lower bounce rates, and signal search engines that your content is valuable. Additionally, videos are more likely to appear in search results, expanding your online visibility and driving more traffic to your website.
According to Wyzowl Research, 92% of video marketers reported that video gives them a positive ROI, up from 87% in 2022.
Moz and HubSpot used video for improving their SEO and online visibility:
- Moz’s “Whiteboard Friday” series;
- HubSpot’s “Inbound Marketing” series.
- Increased social media engagement: social media platforms have become a hub for video content consumption. Sharing videos on platforms like YouTube, Facebook, Instagram, and TikTok can help you reach a wider audience, generate likes, comments, and shares, and increase your social media following.
According to HubSpot Blog, 36% of marketers say the primary goal of their company’s video marketing efforts is to increase brand awareness and reach new audiences.
Social media was shocked positively by these two campaigns:
- Old Spice’s “The Man Your Man Could Smell Like” campaign;
- Wendy’s Twitter account.
- Better audience understanding: video marketing provides valuable insights into your audience’s preferences and behaviors. By analyzing video metrics, such as views, watch time, and engagement, you can gain a deeper understanding of what content resonates with your audience, enabling you to refine your marketing strategies and create more targeted campaigns.
According to Wyzowl Research, 92% of video marketers reported that video gives them a positive ROI, up from 87% in 2022.
These two video marketing campaigns surprised friend and foe:
- GoPro’s user-generated content;
- Sephora’s “Beauty Insider Community”.
In summary, video marketing can be a highly effective tool for reaching and engaging with your target audience, increasing brand awareness, driving conversions and sales. And enhancing your overall marketing efforts in today’s visually-driven digital landscape.
How we rock & roll video marketing with Signa?
We build brands. We grow brands. And therefore, in the digital age, we use video marketing to connect brands with their current audiences and new audiences like Gen Z. They expect a face that moves and adds value. And within our digital marketing strategies, we make your brand move and win hearts. Thanks to: video marketing.
Are you curious how we can help you make your brand absolute in the digital area with video marketing? Do not hesitate to get in touch with us by clicking here on this link.
