Why is video marketing so important?


Scroll through any social media channel and you’ll find it’s increasingly populated by video. Businesses small and large are starting to realise that the game is changing and in order to keep up, they need to embrace video as a primary marketing tool. Let’s have a look at a few reasons why video has overtaken the world of content marketing and where the future lies.

Everyone watches video online

The current stats suggest that 3.5 billion people worldwide now own a smart phone. That’s up by 1 billion compared to 2016. (statista.com).This means our habits are changing. We are now using our smartphones to do everything. Even watching TV shows and movies has become easier to do on the go thanks to the likes of Netflix and other streaming services.

Smartphones make it easier for everyone to make videos. We all have a very capable HD camera in our pockets. We can capture, edit and share video in minutes. By making it easier to do, there’s simply more of it out there to watch. Here are ten hair raising stats about the growth of video (thanks to websitebuilder.org.uk).

  1. 55% of people view online videos every day
  2. Online videos make up more than 80% of all consumer internet traffic
  3. YouTube is now the second largest search engine, after Google
  4. 59% of executives say they would rather watch a video than read text
  5. In the past 30 days, more online video content has been uploaded to the web than the past 30 years of TV content
  6. Video posts on Instagram almost doubled in 2015
  7. 100 million hours of video are watched each day on Facebook
  8. Social video generates 1200% more shares than text and image content combined
  9. Nearly 50% of internet users look for videos related to a product or service before visiting a store
  10. Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t

This is only expected to grow too. Current trends predict that by next year nearly 90% of all Facebook content will be video. YouTube predicts a 50% growth in the same period. You can easily see how and why video is becoming the number one medium for content.

That human connection

We all know that buying into a brand (or brand loyalty) is the holy grail for many businesses. We want our customers to buy from us not just once but we want them to keep coming back. More importantly we want them to shout about us from the rooftops. Brand loyalty comes from trust and there’s no better way to gain someone’s trust than for them to know who we are. We can do that with video.

I remember when I was a child (barely), my Mum and Dad used to be on first name terms with the Alan the milkman, Stan the butcher, John the mechanic and when they needed any plumbing done they would be on the phone to Sid. All these people may not have been the cheapest, the most efficient or the best on offer. But my parents chose them them because they knew and trusted them.

Video has the power to connect and add a personal touch. You can’t get that level of connection with text or a graphic. If you or your team are featured in a video, your viewers get to know the real people working in your business. This builds brand trust and loyalty.

Video presses the right buttons

The most important part of any marketing campaign is the ability to catch people’s eye. A flashy graphic is more attention grabbing than a bunch of text and a video gets attention more than both. Adding a video in your marketing posts on social media increases sharing by 10 times.

We also like to see a product in action before we spend our money. We want to see all of its features, get honest reviews and the more money we’re intending to spend the more we want to know before flashing the plastic.

It’s easier than you think

Long gone are the days where you needed to dig deep in your pocket to get a video made. Once upon a time you had to hire video production company who would arrive with a truck load of gadgets. Then you’d end up with a 90 second video that looked like a movie but cost you a small fortune. Because everyone is making video and it happens so fast, we are all being exposed to videos that are less polished. As viewers we are becoming more forgiving.

With a little knowledge and a little practice you can make excellent looking videos every single day if you want to. Videos that will connect directly with potential and existing customers, videos that let them into your world and  let them know who you are. Videos that build your customer base and create brand loyalty.

We at pm2 have recognised that the world is changing and businesses need to do the same. We can teach you everything you need to know so you can take control and market your business using the fastest growing medium today … video.

Click here to find out how we can help.