Change is a fact of life in everything, but especially digital marketing. It has evolved to become the most effective way for businesses to promote their products or services. The unbelievable digital growth in the last 10 years has made it more important than ever to update your marketing strategies. Campaigns that were effective 5 years ago may no longer get the best results.
So what is effective?
One of the most effective and successful marketing strategies in 2021 is video marketing. The medium offers so many opportunities for brand awareness or promotion. Businesses can make short video ads, take advantage of Instagram Reels, go live on social media, or do a product demo. With 81% of brands using it, online videos are undoubtedly a powerful way to promote your business and increase user engagement. The trend for the medium continues to increase each year, and by 2022, online videos will make up more than 82% of all consumer internet traffic. We can see this as a reflection of the coronavirus pandemic causing everything to close, and people turning to the online video format for entertainment instead. Businesses can take advantage of the benefits of video marketing, which shows no signs of slowing down in popularity.
Videos provide a personal and visually engaging touch to your business and are more memorable for the user. Someone applying lipstick is much more interesting than describing it. Users remember around 95% of a message from a video, compared to just 10% when they read it. Part of the reason why people prefer videos over text or images is because they can see something in action. Whether it be getting to know the business on a more personal level, learning about the people, seeing a product demonstration, or just seeing the behind the scenes of the business, videos can show these in a clear and engaging way. In fact, 85% of people wanted to see more videos from brands.
Video marketing is good for SEO, boosting your ranking over those without video content. Pages with videos are 53 times more likely to rank on Google’s first page. In a world where people endlessly scroll through content, people are compelled to stop and watch the videos. This increases the time they spend on your sites, and Google prioritises sites by the time people spend on the page. If you have a lot of online traffic, but visitors leave after a couple seconds, search engines will assume that your content isn’t good. Which is why videos on landing pages can increase conversion by 80%, and increase 157% in organic traffic from SERP (search engine results page).
While we now know the importance of including videos in your marketing campaigns, it’s also just as important to create videos that users will want to engage with. Though users tend to stop scrolling to watch the video, it’s critical to keep a few things in mind so that they continue watching and don’t move past your content because it wasn’t interesting enough. 
Optimise your video by adding metadata. Include a meta title and meta description which will be taken into consideration by search engines to identify and better understand the content. This will help have your video show up to the users that are more likely to engage in your video, because it’s related to what they were trying to find.
Have an attention grabbing thumbnail and title. Make sure you have something that stands out and makes people want to click on it. Furthermore, keep an eye on your video length. Stay between 30 and 90 seconds, as our attention spans are typically short. Above all, having stories that are personal and provide an emotional connection with the viewer will lead to your content staying with them longer.
Video marketing is certainly an effective strategy and can produce exceptional results for any business. There are a lot of factors involved with producing successful and engaging videos, and it’s easy to get overwhelmed or not know where to start. Have a chat with the friendly and experienced Naked Marketing team to see how you can use video marketing to bring your business the success it deserves. We specialise in digital marketing needs, and growing your business through smart, measurable marketing strategies.
Ready to talk to an expert? Contact the Naked Marketing team today.
All statistics used are from https://biteable.com/blog/video-marketing-statistics/
