Moving Reasons to Use Digital Video in Your Marketing Efforts
When it comes to doing any job right, understanding the tools in your toolbox is among the first steps. In the world of marketing and advertising, there is perhaps no tool that is as effective and versatile as video content—and it’s easier than ever to produce. If you’re not leveraging the power of video, here are a few reasons that may change your mind, and your marketing strategy.
Video is proven to drive engagement. According to Hubspot, one of the leading voices in digital marketing, audiences are spending up to 17 hours a week watching videos online. Videos are highly engaging and can capture attention better than text or images alone. This makes sense, given that video reaches the senses in multiple ways, combining visuals, sound, and motion to create a more immersive experience. Because of this immersion, video can convey emotions and stories more effectively than other kinds of content, helping to build a stronger connection with your audience.
Viewers retain video information more effectively. One of the biggest challenges we have as marketers is simply remaining top-of-mind with our audiences. Video helps us do that. Think about it: the more sensory information we have about any given experience, the more likely we’ll be to create some sort of emotional bond with the experience (see above), and the more likely we’ll hang onto the information. And you don’t have to take our word for it. A study from Forbes showed that messages that incorporate video increased retention by up to 95% among viewers.
Video drives conversions. We tend to align ourselves with brands with which we have an emotional connection. Brand affinity and loyalty are both strong predictors of purchasing behavior. Since video is extremely effective at evoking emotions and sticking in our memories, people are more likely to take action after watching a video—whether it’s clicking to learn more, mashing that subscribe button, or adding an item to their shopping cart. Consider peppering multiple spots on landing pages, emails, social media and seeing what happens.
Video expands your reach. It’s not enough to be memorable anymore (though that’s still important). Like it or not, we live in a marketing age that requires us to feed the algorithm. When your brand appears high in a search engine’s rankings, more individuals will encounter what you have to offer, driving awareness of your product and pulling more potential customers into your orbit. Video content helps you do precisely that. Google tends to prioritize content that drives engagement—and since video checks that box, it makes a lot of sense to incorporate it into your marketing mix. Videos are also highly shareable across social media networks and can increase your reach on those platforms as well, helping to grow your audience organically.
Video is just better at conveying some types of information. For example, videos are great tools when you want to demonstrate how products or services are used. This allows potential customers to see your offerings in action, in the optimal setting, from the comfort of their own homes. This helps your audience understand the value of the products or services you provide and how they can apply that value to their own lives.
It’s easy to measure the impact of video. You want to be sure you’re getting the most out of your marketing dollars. Leveraging video in your marketing mix helps you do that. Nearly every platform provides detailed analytics in real-time, giving you immediate insights into viewer behavior and engagement. This helps you understand very quickly what your audience wants to see so you can do more of it.
Incorporating video into your marketing efforts can enhance your brand’s visibility, engagement, and effectiveness. As a full-service marketing agency, HenkinSchultz has the tools and the team needed to produce moving images that move your audience to act. To learn more about how HS can help you add video to your marketing mix, book a meeting today or email us at hello@henkinschultz.com.
