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How Videos Are Changing The Future Of Digital Marketing

video marketing

Introduction

The current realm of digital marketing is all about videos, and as a result, it has taken over all forms of content that users currently consume online. Hence, videos have become the ideal way for businesses to market their services & products, which gave rise to the concept of video marketing. 

Imagine, if a simple picture is worth a thousand words, then how much more precious a simple video will be? Well, that’s the main objective of video marketing. The idea here is to have a strategy to integrate engaging videos into your marketing campaigns. And with the help of video marketing, businesses can easily educate their customers relating to their products & services. 

To know more about how video & video marketing are changing the digital landscape, continue reading our insightful guide. 

What Is Video Marketing?

Video marketing can be defined as the marketing & promotion of services & products of a business with the help of videos. Reports suggest that videos are always ranked at the top when it comes to enhancing engagement on social & digital platforms. 

Furthermore, videos can be utilized to improve the brand’s visibility while also educating & reaching a wider user base. Besides, video-based content/media consumption has increased over the years, directly showing the massive demand. 

 A Brief History Of Video Marketing

Video marketing has been around for almost a century now. 

The first instance of video marketing can be dated back to the year 1941, when a watch company known as Bulova showcased the first commercial during a famous Yankees game in New York, USA. 

Then in 1981, after nearly four decades, MTV launched the music video titled ‘Video Killed The Radio Star’ starring The Buggles. And after that, in 1983, Apple entered the PC market with their infamous Macintosh commercial during the Super Bowl. 

The years 1992-1995 were the era of viral videos. It all started with the South Park: Jesus vs. Frosty video in 1992 and then ended with the South Park: Jesus vs. Santa in 1995. 

Then 2005 arrived, and Youtube entered the market. But, as soon as Youtube’s potential was known, Google bought it for $1.85 billion in 2006. And since then, Youtube has grown to be the world’s largest video-sharing platform. 

After Youtube, the next stage of video marketing arrived in 2010 when Old Spice released the first interactive video marketing campaign. And after the release of Vine in 2013 and TikTok in 2016, businesses have understood the sheer potential of videos and how they can be used to reach a wider audience base. 

Why Have Videos Become A Powerful Tool For Digital Marketers?

In digital marketing, videos have been creating wonders by successfully turning a potential lead into a customer. Close to 87 percent of all digital marketers are relying on videos for their marketing needs because they have seen the potential. 

Additionally, reports suggest that close to 54 percent of all online consumers want to consume videos from the companies or brands they religiously follow. This is why businesses are going the extra mile to create or make videos that their audiences want to see. 

Moreover, according to Bain & Company, online video consumption will explode in other countries by 2025. Currently, only the USA and China are ahead of other countries when consuming short and long-form video content. But, with the internet & smartphone users rapidly increasing everywhere, it’s only a matter of time before the world overtakes the other two nations mentioned above. 

Advantages Of Video Marketing

Videos Can Be Shared On Social Media

There’s no denying that videos are an engaging way to connect with audiences online, especially on social media platforms such as TikTok, Youtube, Snapchat, Twitter, and Instagram. 

And since the overall consumption is growing steadily, the effort will be worthwhile. 

Videos Help In Converting Users

The primary goal of video marketing is to use videos to convert audiences into paying customers.

Hence, with the help of engaging videos, businesses will be able to attract users to their products and/or services, ultimately educating them and thereby converting them into assets.

Videos Empower Trust

For any successful business to thrive, the objective should be to build customer trust. If the foundation of a business’s ideas & principles is strong, customers will always be loyal. 

Hence, businesses can enhance their customers’ trust by showcasing a product video or through customer testimonials. 

Videos Are Preferred Over Text

The human brain can retain visual content more than written content. 

This is why a video marketing strategy can be more profitable than any other form of media consumption for online users. 

Videos Rank Higher In Search Results

With the help of videos, you can improve your website’s ranking on the search engine results page.

The amount of time a visitor will spend on your website page when getting redirected from the Google Search results will massively impact how high your website gets listed on the search engine results page. According to Google, such a metric is known as ‘dwell time,’ which is an important ranking factor. 

Hence, videos are an effective way to push up the aforementioned metric because 80 percent of digital marketers who have used videos have been able to increase the dwell time too. 

Busting Some Common Misconceptions Regarding Video Marketing

Myth #1: The Process Of Video Production Is Expensive

False.

Due to the advancement in technology, video production has now become easier. With smartphone cameras getting better every day, you don’t need to have professional cameras anymore. Furthermore, a powerful online video editor tool allows you to edit your videos anytime with ease without having any knowledge of video editing and can create a professional level video within minutes. 

Hence, from a business perspective, if you have any valuable content to share, your customers will easily find it engaging without you having to overthink the financial side of things. 

Myth #2: The Success Of A Video Depends On Whether It Goes Viral

False.

The goal of any business out there is to raise visibility, awareness & exposure about its products & services – in a major or minor way. With video marketing, the idea is to attract users who may find the video content interesting & relevant. 

Myth #3: The Effectiveness Of Shorter Videos Is Higher For Businesses

False.

An online user’s average video watch time is around 2 minutes and 53 seconds. 

Furthermore, the attention span can differ from one user to another. Thus, banking on only shorter videos for video marketing purposes can prove to be a missed opportunity because sometimes users may want longer format video content as well. 

Hence, maintaining a balance between the two forms of video content will be the key.

Myth #4: The Versatility Of Videos Isn’t High

False.

Videos are one of the most repurposable types of content. For instance, videos used in email marketing can boost open rates. Videos can also be used to increase click-through rates for website landing pages. Besides, videos can help encourage more social media shares than text-related content. 

Conclusion

The scope of video marketing is growing, and the ways businesses can utilize the concept can only be limited by imagination. Video marketing isn’t just for big brands anymore – it’s for everyone to experience. And as time goes by, video marketing will evolve, giving rise to an even better marketing concept later on.

 

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