Ready to be in Good Company?

Ready to be in Good Company? Let’s Connect >>

5 Persuasive Reasons Why Video Works

Video is a vital part of an effective content marketing strategy and can be used to achieve a number of marketing objectives, from brand positioning to product promotion. Here are just a few of the many reasons to make video part of your marketing strategy.

Meredith Cunningham Published: September 28, 2017

Video is a vital part of an effective content marketing strategy and can be used to achieve a number of marketing objectives, from brand positioning to product promotion. Here are just a few of the many reasons to make video part of your marketing strategy.

Here are just a few of the many reasons to make video part of your marketing strategy.

5 Reasons Why Video Works

1. Demand

In 2016, Cisco reported that 67% of all internet traffic involved video and projected that percentage to increase to 80% by 2021. HubSpot recently reported similar numbers on how video is dominating the online experience, noting a surge in the popularity of video content last year. 78% of people say they watch videos online at least once a week, and 55% report watching online videos every day.

In terms of real numbers, consider this: 500 million people watch Facebook videos daily. Clearly, people love video, and they want more! In fact, HubSpot also found that 43% of people would like to see more video content from marketers.

2. Emotion

Content that tells a story is more likely to be shared and remembered. Video gives marketers the perfect outlet to tell captivating stories, evoke emotions and connect with viewers in memorable ways. Whether it’s a TV commercial or a behind-the-scenes snippet featuring your employees, the production quality doesn’t have to be silver screen worthy, but your approach should be thoughtful and keep your target audience in mind while staying authentic to your brand.

There’s no formula for making a video go viral. But for video to help you reach your marketing goals, consider what you want viewers to take away from the experience. What do you want them to feel at the end? What do you want them to do?

3. Targeting

With TV advertising, you can use demographic and psychographic data to hone in on a particular station, daypart or program that targets your ideal customer. If you are currently advertising on local broadcast television, you can use online video impressions to increase your frequency within targeted markets. Local broadcast websites are the top digital source for news, presenting opportunities to leverage pre-roll and display advertising, which can include in-banner video.

Over-the-Top (or OTT) advertising enables you to reach the growing audience of cord-cutters, cord-nevers and those moving away from broadcast and cable to stream their favorite shows and movies. With OTT advertising, you can deliver more relevant, targeted ads to the right audiences by using creative tailored to key demographic groups or behavioral and contextual groupings.

4. Engagement

Video is also great for driving engagement and influencing purchase decisions. According to a 2016 TVB Media Comparisons Study, consumers credit TV ads as the most influential medium in making a purchase decision (36.5%). That’s more than double that of the second-ranked medium, newspaper, at 13.8%. Use of a video can also improve email click-through rates by 65% and add two minutes to a website’s dwell time, or the time a visitor spends on site. In fact, videos are six times more likely to be retweeted than photos.

5. Optimization

Video provides ways to track performance and measure ROI in detail, whether your video is for TV or online. When making decisions about when and where to air your TV commercials, you should be able to access extensive data about the reach of a show or network’s programming. Reach is a fundamental component in calculating gross rating points, a common metric used to evaluate TV ad campaigns. A rating point is one percent of the potential audience—so a show with a rating of 10 receives 10 percent of the viewers. If a TV ad has a reach of 30% its target audience and the ad shows five times, the ad campaign has 150 gross rating points.

For your online video advertising and other video content on your website and social pages, view count indicates your reach, and engagement rate indicates how much of your video viewers watched, which helps you assess the quality and usefulness of your video. By measuring social shares, you can get an idea of how enjoyable your video is.

The metrics and benchmarks you develop in your planning stage can be used in real time to gauge whether or not your video content is successfully reaching and influencing your audience. This means you can course correct when necessary to improve your results.

Video is a powerful tool that can positively impact many areas of your marketing strategy if planned and implemented correctly.

Subscribe to our Newsletter

    Ready to be in Good Company?

    Ready to be in Good Company? Let’s Connect >>