4 reasons why video is content marketing gold

While video is by no means new to the digital experience, video marketing has seen something of a revolution in the content marketing space in the last few years.
Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email

You may be wondering if video content is really worth the time and money? The answer is a resounding yes. While the quality of the video itself is important, it is far more important to consumers that content is personalised, and information useful and/or entertaining. The message is ‘embrace video now’, or you may risk being left behind in your competitor’s dust. These are a few of the advantages.

Higher conversion rates
We already know that images, infographics and other visual tools add interest and value to online content. Humans are just more likely to engage with something they see. Around 100 million hours of video content is consumed on Facebook daily. See more interesting stats below. Landing page developers Unbounce advise that adding a product video to your landing page can increase conversion rates by up to 80%. And 74% of consumers who watched an explainer video about a product subsequently bought it, according to the The State of Video Marketing 2016 survey. While producing videos may not be the easiest or cheapest marketing tool to pull off, the ROI speaks for itself.

Videos build trust with customers
Videos can present information in quite a personalised way: it’s a one-on-one engagement that cuts through any scepticism or fear that audiences may feel about buying products online, for instance. They are a great confidence booster and as an added bonus, it increases the time you “spend” with your customer (which is good for Google rankings). Hard-selling often defeats itself, while engaging with consumers by bringing them useful information can turn them around.

Easy for mobile devices
YouTube has reported that mobile video consumption rises by 100% each year. Up to 90% of consumers are engaging with video on their phones, and the number of smartphone users is also rising, so audiences are growing and tend to watch videos on the go.

Overall coverage
Explainer videos are a great way to launch a new product, especially if it involves a complicated technology. You can even use animated videos to bring concepts to life ­– there is a certain nostalgia involved, and it adds value by being entertaining.

And if you’re still not convinced…

  • Videos garner 1200% more shares than text and images combined
  • 64% of consumers purchase after watching branded social videos
  • 92% of mobile consumers share videos
  • 1 minute of video equals 1.8 million words to your audience
  • 48% of marketers create 4+ videos a month
  • A business with video is 53 times more likely to appear on the first page of Google
  • This year (2019) will see video account for 80% of global internet traffic
  • 100 million hours of video content is consumed on Facebook daily
  • A Facebook video receives on average 135% more organic reach than a Facebook photo
  • 57% of consumers say that videos gave them more confidence to purchase online

(Stats according to Insivia, a consultancy in Cleveland Ohio)

As the need for video content has grown, so too has the pool of specialists who can assist you in developing the best approach. There are a number of ways to make your video more appealing, including the way it is presented and/or framed, when captions should be used instead of (or with) sound, what shape they should appear in (square is best), using intro text, and so on. But the moment to act is now; your online marketing campaign is not going to survive into the next few years without it.

Share on facebook
Share on twitter
Share on linkedin
Share on whatsapp
Share on email

Sign up for our monthly newsletter – get the freshest content marketing news straight to your inbox!


9th Floor Tarquin House
81 Loop Street
Cape Town
South Africa

+27 (0)21 424 3517