As the world becomes more digital, business owners are discovering new ways to communicate with customers. It comes as no surprise that video stands as the most consumable content in 2021 as a way of engaging your audience and building trust.
Companies like Google and Facebook have invested heavily in video tools that can help you use this medium to its fullest potential. In fact, in June 2021, Instagram CEO Adam Mosseri announced that it was no longer a square photo-sharing app.According to Cisco, by 2022, 82% of the global internet traffic will emanate from streaming videos and downloads.
Why the surge in popularity, consumption and demand for video content?
Since the start of the global pandemic, mobile consumption of video content has risen. Trends such as reels, stories, and live video streams have seen consumers demand more video content. Hubspot stated that 54% of consumers want to see more video content from brands they love.
As a brand, digital creator, or marketer, this calls for adaptability on your end. You should be worried if your business is not already on social media. However, this does not mean that video consumption demand is limited to the digital space.
If you are still not conversant with video tools, here is why 2022 will demand you to.
Reason 1: Video boosts realness and credibility
If you are a content creator, viewers can identify your personality. One gets to see the brand’s true nature of products like color and quality. This realization promotes the belief that what they see is what they get.
For a content creator, audiences love the real-timeliness of an occasion. With video trends such as stories taking root, visual storytelling has slowly become a thing. For instance, viewers can tell that their favorite influencer left South Africa for New York but had a quick stopover in the Middle East.
Video content promotes brand trust, transparency and authenticity. Unlike text-format content and photos, clients get to see real people using those commodities. It triggers an emotional response in them, making it easier to relate to what they see.
If you are just getting started, don’t fret. You can practice with simplified online video editors. They enable beginners to create high-quality videos in different formats with ease. From stock music to varied video formats, these platforms have revolutionized video creation.
Reason 2: Video boosts brand engagement and improves SEO
Content engagement has grown to be the highest measure of brands’ visibility online. According to Insivia, audiences grip 95% of the message while watching a video. The result is consumers engaging with a brand’s content in different ways.
Some of the common engagements include liking, commenting, saving or sharing the content. It boosts brand visibility and ultimate turnover.
Video trends such as fleeting videos are the best way to stimulate engagement. Great examples of these are stories and live video sessions. Since these are time-sensitive, it creates fear of missing out and urgency on the side of viewers. Showbiz media houses and channels are good examples of brands using this strategy.
For you to use video as a tool that boosts engagement, optimize it beforehand. Make sure you take notice of the following:
What is the intent of the video content you want to share?
Do you want to educate, inform or entertain? Wyzowl states that 96% of consumers watch a video to learn more about a product or service. Paying attention to such will enable you to pick the right tone and video direction.
Who is your target audience?
What is their lifestyle? What is the nature of their day-to-day activities? Do they enjoy live videos or reels?
If your target audience is busy, keep your video content brief, easily digestible, and straight to the point. It will increase the filter rate and reduce the bounce rate on your page or website. This boosts your user experience (UX) and search engine optimization (SEO). Know the length of your videos should be so as to help you identify the best video format for the content.
Which digital platform are you going to share this content?
Knowing file size requirements will help you understand what works best for that platform. For instance, if you want to share a short video on Instagram, reels will work for you.
Some platforms have a wide selection of royalty-free music and video formats. This makes it easier for you to create and edit videos on the go.
Reason 3: Video promotes ease of brand recall, conversion and sales
According to Wordstream, including a video on a company’s landing page increases the conversion rate by 80%. Furthermore, on the report by Wyzowl, 79% of individuals say that they purchase or download a piece of software or app after watching a video.
Insivia also stated that viewers retain up to 95% of the message from a video they have watched rather than from a text they read. One major takeout from these stats is that it is much easier to sell using video than not.
Social proof in video format is a great marketing tool for brands.
Highly staged Instagram or Facebook images no longer work wonders for brand recall and sales. However, when you show someone opening that box, wearing that jacket and walking around town in it, you will be surprised by how many inquiries and sales result from that.
The following tips will help you ace brand recall, conversion and sales.
- Make sure that you include product information
- Ensure that the content is straightforward and brief. You don’t want to come off as being too much of a salesperson. It allows consumers to enjoy the content first. With this, you can retain them and make more sales
- Use brand storytelling. It is best applied when your target audience is not ready to buy yet. If done right, this can be a sales funnel, especially for brand recall
- Optimize on the video’s intent and dispensability. It will improve reach, brand visibility, engagement, brand recall, conversion, and turnover. Did you know that you can use embedded videos on email marketing and website carousels? Well, try it and experience the boost in engagement.
- Ensure that the quality is high and in a great format. It sucks to watch a vertical video on YouTube, no?
- Have a Call to Action (CTA) by making it a shoppable video. It could be a clickable link or a contact prompt
Reason 4: Video boasts of ease of consumption and sharing
TikTok grew in familiarity and content consumption because its videos are concise and shareable. This video trend saw other digital platforms like Instagram, YouTube, Facebook and Twitter adopt a similar video strategy.
Since people remember images better than words, videos get the attention of even the laziest of buyers. According to The Marketing Helpline, video posts on social media get 48% more views. YouTube, for instance, records over a billion hours of watch-time daily. TikTok and Instagram reels have become famous for having easily graspable and shareable content.
Besides social media use, video has slowly gained traction in internal communication channels. For instance, instead of memos, some offices use office televisions to pass the same. It is not only easy for staff members and clients to consume but to also remember.
While it is beneficial to have sharable content, failing to maximize content quality dampens your effort. This is why having a video marketing strategy is equally important. LinkedIn reports having video content being shared 20 times more than other content layouts on the platform.
Reason 5: Video content has a high return on investment
If done right, you won’t need a huge budget to sell on social media. For instance, people are already spending an average of 16 hours every week watching video content.
A report by Wordstream claims that marketers who use video grow revenue 49% more than those who don’t. As a marketer, capitalize on the emotional benefit of video content.
Unlike images and text, viewers connect more with video content. This prompts them to take the next step such as to contact, subscribe, save, share, and/or purchase. According to Wyzowl, 84% of video marketers claim that video has helped them generate leads.
While it may cost you more to create video than static content, the results are worth it. Luckily, updates like blue or green screens have helped creators cut video-creation costs. With simplified video editors, one has access to hundreds of user-friendly tools for editing, saving, and sharing videos using any smart gadget.
Today, video stands as one of the most interactive and conversion-prompting discoveries ever made. Though easy to consume, video creation and editing are not easy tasks.
While video editing, for instance, has been sold as a trial-and-error skill, you can skip the line. One no longer needs complicated software for video editing and sharing. With online video editing tools, a beginner can create a professional-looking video on the first attempt.
Creators, marketers and brands need to realize that consistency is golden in video content. It takes more than a single video to retain clients and build trust. It is why mastery of video tools is a staple for any creative.
The good news is that there is nothing like perfection in video content. A work in progress for you could be the ultimate video project to the next person. Keep creating, and keep learning. Above all, stay dynamic.
About the author
Rithesh Raghavan is the Director at Acodez, a digital agency based in India. Having a rich experience of 15+ years in digital marketing, Rithesh loves to write about his thoughts on the latest trends and developments in the world of IT and software development.