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22nd October 2019

The Top 6 Benefits of Video Marketing

7
minute read

As The Buggles warned us long ago, video is killer. It’s currently on a rampage through the marketing landscape, bringing benefits to so many businesses and snapping up ad budgets so ruthlessly that it’s become the fastest growing type of digital display advertising.

Video’s breakneck ascent has been been powered at all levels of advertising, from the biggest corporations to tiny local businesses. Digital editing tools have democratised the creative process, making video an accessible medium for even the most frugal marketers.

Given just how many people a video can reach online, you don’t need to wrangle a primetime slot on Channel 4 for video advertising to be worth your while. Here are all the benefits that using video in your marketing could have for your business.

  1. You’ll get much more attention

When you advertise online, you’re competing for people’s attention long before you can even start thinking about their money. Even the most infrequent internet user is shown a staggering number of ads, so catching and holding people’s notice is harder than ever.

However, not all ad formats are created equal, and in terms of sheer noticeability, video advertising is the unrivalled alpha of the pack. 81% of the time, if there’s a video’s playing, it will get all (or at least most) of people’s attention. Obviously, the moving image casts some kind of spell on the human brain that makes us just have to look.

But like a Russian doll, marketing formats tend to contain their own sub-formats, and video is no different. One of the more effective forms of video ads is the ‘pre-roll’ that automatically plays just before a featured video. If you’ve ever used YouTube, you’ll recognise these ads. Pre-roll ads get 127.4 minutes of attention for every thousand times they’re seen. Compare this to the 2.5 minutes per thousand impressions of your average digital display ad, and you can appreciate the unique power of video.

  1. You’ll get your message across better

Putting your marketing message in video form actually makes it clearer and easier to digest for the reader.

A recent survey by Olapic asked marketers about the opportunities they felt that short-form video offered them. 78% of respondents believed that using short video content helped them convey their product or brand message more effectively.

Clarity is everything in marketing, particularly in an online environment saturated with untold thousands of brand taglines. As the great media theorist Marshall MacLuhan famously wrote, ‘the medium is the message’. Choose the medium that makes your message more likely to cut through.

  1. It’s what your customers want to see

Video does so well as a marketing device because, to put it bluntly, people like watching videos. It’s been estimated that video will account for 82% of all internet traffic by 2022, and when it comes to advertising, people are 4 times more likely to want to watch a video about a company or product than to read about it.

Your prospective customer base is, to coin a phrase, video gaga. They’d like to find out more about you by watching videos, so why not give them what they want?

  1. It’s versatile

Once you’ve made a video, you can use it pretty much anywhere on the internet you want for a huge range of different purposes. Indeed, video’s sheer adaptability is one of its primary marketing benefits.

Maybe you want your website to feature a pithy, compelling mission statement that’ll introduce people to your business, while engaging and entertaining them to boot? Just embed your video on your homepage and it’ll almost definitely be the first thing to get clicked.

If you need shareable content for your social media presences that’ll drum up valuable engagements, nothing works quite like video.

  1. It makes money

It goes without saying that you want your marketing spend to put some cash back in your pocket. Well, it turns out video advertising is rather good at doing that.

Marketers were asked about how they felt video marketing on social media was performing for them. A hard-to-argue-with 88% responded that they felt satisfied with the ROI they were seeing from their social video campaigns. Additionally, 63% placed video in their top 2 best performing types of content on social media.

Pairing a creative, visually-led approach to branded content marketing with a strong social media strategy is one of the most productive marketing moves you can make.

  1. It’s easy to do

Video might sound like a medium with a high barrier to entry, both in terms of equipment and experience. We’re happy to tell you that that’s no longer the case.

Digital technologies have revolutionised the video making process. Not long ago, you’d probably have needed a professional crew to shoot a convincing ad. Now, with access to a decent stock library, you don’t even need a camera to produce high-quality, professional pieces of video content that will wow new prospects and old customers alike.

However, given that 66% of marketers in the Olapic study reported that a lack of quality at the production stage is their primary obstacle to expanding their video marketing operation, it clearly helps to have a degree of expertise on your side.

Our skilled creative team can help you reap all the benefits of this ascendant medium and stand out to local customers with a winning video marketing campaign. Get in touch with our video team now to get started.

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