The New TV: Growth in Online Video Marketing

We’ve all heard the old saying, “A picture is worth a thousand words.” With today’s fast-moving consumption though, we need our pictures to move a little bit faster.

About 24 frames per second (the rate of a standard video) should do nicely.

Online video is one of the biggest trends in marketing right now, and it’s quickly building a reputation as a conversion powerhouse that can transform a stagnant website or social media page into a lead-generating, revenue-driving machine. In fact, many marketing experts consider it to be the future of content marketing.

But is that just hyperbole? Or is there a fundamental reason behind all the hoopla? Let’s pick this apart and see if we can better understand precisely what role online video marketing should hold in your overarching digital content strategy.

Online Video Statistics

According to the Cisco Visual Networking Index, traffic to online videos will increase dramatically over the next few years – from an already impressive 68% of all consumer internet traffic in 2015, to an eye-popping 82% by 2020.

The key word in that last sentence is “consumer.” Recent data is showing that online video has a measurable impact on the consumers – both B2B and B2C – you’re likely trying to reach:

  • Four times as many consumers would prefer to watch a video about a product than to read about it.
  • YouTube reaches more adults during prime-time viewing hours than any cable TV network.
  • Just using the word “video” in an email subject line boosts open rates by 19% and click-through rates by 65%.

If you’re been hesitant to allocate much (or any) of your budget to the creation and distribution of video content, those numbers alone may be enough to turn a “we could do videos” conversation into a “we have to do videos” mandate.

How to Get Started with Online Video Marketing

Of course, as with anything worth doing in business, doing online video well requires some effort and potentially resources. Your video outreach will need to include far more than just hitting record and sharing some rough footage on your company’s Facebook page.

To drive the results you expect, you’ll need a comprehensive strategy that incorporates several key elements, including:

Your goals:

Are you selling a product? Raising brand awareness? Extending brand recognition? Or is this informative content intended to educate consumers and establish your brand as a trusted resource for answers?

Your buyer personas:

As with any other form of content, you want to ensure your video will reach and be relevant to your target market. This comes from understanding your market and your target buyer personas’ pain points, goals, and where they spend their time online.

Platform selection:

The two major video platforms right now are Facebook and YouTube, each with its own unique characteristics:

  • Facebook’s broad reach, high shareability and impressive data-gathering make it a great choice when you want to put out a quick and punchy sales or awareness video and see just who engages with it. However, Facebook videos are most often viewed on mobile, meaning you’ll need to optimize your video for smaller screens. Don’t forget captions, as 85 percent of Facebook videos are viewed with the sound off. And shorter videos typically perform better on Facebook, with 21-second videos being most frequently watched in full.
  • YouTube videos, on the other hand, tend to be a better option when you have a lot to say, with the average length of top videos being around the 3-minute mark. The demographic for YouTube is a bit younger than Facebook, so while you’ll have great luck with Millennials and Gen-Xers, you might not get as much traction with Boomers. YouTube does have a broader global reach, though, and an amazing search capability. This makes it an attractive option for how-to or explainer videos, especially if you want to grab some top-funnel micro-moment searches.

By carefully assessing these three major factors, you’ll be able to determine what video to make, what it will be about, and where to distribute it.

ROI of Online Video Marketing

As a standalone option, video is traditionally used to inform and raise awareness. However, like any other piece of marketing content, video works best as part of an overall strategy. When you incorporate video into your overall content strategy and combine it with other marketing tools, the effect on conversion rates can be dramatic.

[x_pullquote type=”right”]Video in an email increases click-through rates by up to 300 percent, and including video on a landing page can boost conversion rates by 80 percent.[/x_pullquote] As an example, if your email click-through rates have been lackluster, incorporating video can boost those rates by as much as 300 percent.

And your landing page? Putting a video front and center can boost conversions by 80%.

In short, video is a powerful marketing tool all on its own, but when added to your other marketing elements, raises the entire lot to new heights of effectiveness. The result is a measurable, undeniable ROI for your entire marketing strategy.

So it looks like the hype may be true after all: In today’s fast-paced online environment, video is one of the few types of content that provides the value, relevance and flexibility consumers need – all while catering to their on-the-go lifestyle. If you haven’t yet taken advantage of the powerful punch that video can bring to your marketing, it’s time to add it to your toolbox and reap the benefits!

Any examples of great video ads you’d like to share? Talk to us and let us know!

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