10 Reasons Why Video is ESSENTIAL for your Marketing Mix

Kristin Vidler blogs

Imagine it’s 2025….are you reading this blog or watching it on your phone? As the popularity of video content continues to rise, it’s an interesting thought to ponder.

We’ve heard over and over that visual content is the key to engagement… and yep, you guessed it – video is no exception! People love videos, and we have the hard facts to back it up.

  • By 2019, internet video traffic will account for 80% of all consumer Internet traffic
  • Marketers who use video grow revenue 49% faster than non-video users
  • One-third of online activity is spent watching video
  • Video generates 1200% more shares than text and images combined
  • Video on a landing page can increase conversions by 80% or more

Actually, rummaging through an endless pit of statistics on the subject, I’m pressed to find any evidence that doesn’t support using video content.

In case you need some more convincing, we’ve created a list of 10 reasons why video deserves a spot in your marketing mix.

1. Boost Conversions and $$
First things first – videos can make you some serious cash-ola. How? Videos convert more customers, and more conversions = more sales. Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. Studies also indicate that 74% of users who watched a video about a product subsequently bought it.

2. SEO and video are a match made in heaven
It’s not just your audience who appreciate video, Google does too. The number one search engine favours websites that produce new, engaging and quality content … just like video! In fact, according to Forrester Research, you are 53x more likely to appear on the first page of Google, if you have a video embedded on your website.

3. People remember
Do you remember the last Ad you saw on Facebook? Nope, me neither. Everyday we’re bombarded with thousands of advertisements online… and most of them we scroll straight past. We’re increasingly becoming “blind” to banner ads as our mind subconsciously ignores them. Even if a pretty picture or clever title manages to steal our attention for a moment, it’s highly unlikely that we’ll actually remember what the advertisement was for the next day. However, this isn’t the case with video content. Research shows that that 80% of people can remember the video ads they saw online.

4. Boost Your Email Marketing CTR (clicks through rate)
Have you slaved away in MailChimp creating a killer newsletter with lots of valuable information for your customers only to discover that 20% of people opened your email?!

Cue video. Video and CTR go together like movies and popcorn. People prefer quick and engaging videos over lengthy chunks of text. According to a report published by Forrester, including video in an email leads to a 200-300% increase in CTR. Even the mere mention of video in an email subject line boosts open rates by 19%!

5. Video content injects personality
A lot of organizations are afraid of making mistakes on social media so they run their posts by 20 different people and approval processes before actually posting. The result is a boring and sterile piece of politically correct corporate speak.

It’s time to ditch the business lingo and stop hiding behind a business logo! Video allows the viewer to get a glimpse into your business and this makes them feel like they have a personal connection with the brand. When a viewer can see your product or service, or even the face of the person behind it, they immediately begin to trust you more than they would by simply reading copy on your website.

6. What the customer wants, the customer gets
Would you prefer to watch a five-minute video demonstrating how to put together a flat pack or read a 10,000 word instruction manual in size 9 Arial narrow? If you’re like most people, you’d choose the video. Let’s face it, we’re inherently lazy beings with the attention spans of a gold fish and videos offer an easy way to digest information.

 7. Video is mobile friendly
People are spending more time than ever on their mobile devices. From July 2013, mobile video views have grown more than 233% and YouTube reports mobile video consumption has risen more than 100% every year! Think about it, when you’re browsing the Internet on the four-inch screen of your smartphone, would you prefer to watch a video or squint at a bunch of sales copy? Tough choice.

8. It won’t break the bank
While creating a video used to require a technical whiz with flashy equipment and editing software (oh, and a small bank loan), anyone with a smart phone can now create their own. In recent years, production costs have significantly fallen and Apps such as Instagram’s Boomerang and Facebook Live have dramatically increased the opportunity for businesses on a shoestring budget to really sink their teeth in.

9. Videos “travel” faster.
I don’t know about you, but my Facebook newsfeed seems to be full of videos my friends have shared… and it makes sense when you hear that video generates 1200% more shares than text and images combined. Regardless of how many pretty pictures or clever copy you post, a short promo video will always spread faster.

10. Chances are your rivals are already using it 😱
If the “everybody’s doing it” excuse was ever a reason to follow the crowd, this is it. According to a study by Outbrain, 87% of agencies surveyed said that video is the most common form of content created. With this in mind, there’s a good chance your competitors have already cottoned on. Do you want to be left behind in this ultra-competitive market? Absolutely not!

 

So what are you waiting for? It’s now up to you to make sure you give video its fair share of real estate in your content marketing strategy.

If you’re interested in learning more about video and its applications for your own marketing efforts we can help!!

>> Written by Emma White from IC3 Solutions