Why Video Marketing Matters in 2019
Your alarm goes off at 8 am and you, still half asleep, reach for your phone to stop that god-awful sound. The first thing you do, of course, is to check all your notifications. Someone has tagged you in an event video saying that you cannot miss this. Your dad has shared an educational video about money management with you. Your favourite make-up artist has a new vlog on Instagram about “make-up during a heatwave”. Your uncle has decided to share a live video from his trip to the Greek Islands which he thought all his 133 followers should see. And of course, while browsing you can’t help but see video ads inserted into your newsfeeds or embedded within other videos. From the moment we open our eyes in the morning, we are being exposed to one specific thing in the realm of social media: videos.
Why has video become so important and is it effective? Let’s dive into the straightforward first. Ask yourself would you prefer to read a page full of text or interact with a video. The answer is probably clear, and it goes down to our most basic human tendencies. We as humans are pretty… visual! There is a reason it is called love at first “sight”. Our sensory systems are mostly dominated by our sense of vision, which is why most of the information that is transmitted to our brain is visual. Thanks to engaging and entertaining visual components of videos, they are extremely easy to digest. Videos are also easier to trust and build brand recognition. You are more likely to find a video more genuine and remember it later. Furthermore, today, many brands are putting storytelling and brand purpose on centre stage as the world of marketing & advertising becomes more human-centred. With this in mind, brands have been noticing that videos might be offering a golden ticket to achieving their marketing goals. Cisco’s Visual Networking Index forecasts that by 2021 80% of Internet Traffic will be video, with approximately 1.9 billion video users on the Internet watching over 3 trillion minutes every month. Facebook EMEA VP Nicola Mendelsohn predicted that by 2021 all their content will likely be video. Talk about advertising potential!
Here is a compendium of some useful data points compiled from many surveys including Brightcove’s 2018 Video Marketing Survey and the IAB’s 2018 Video Ad Spend study:
- The world currently spends 1 billion hours daily watching videos on YouTube.
- 83% of marketers see video as becoming more important in the future.
- 53% of consumers decide to engage with a brand because of a video they watched on social media. This statistic rises to 66% for millennials. After watching a brand video, almost 1 in 5 people visit its website or conduct further research about the brand.
- Video ad spending has increased by 53% since 2016, and with good returns. 88% of marketers said they were satisfied with the ROI of social media video. In fact, almost half of the marketer’s rank video as their number one choice for optimal ROI.
- Instagram is the number one pick for marketers when they choose to use video, with the satisfaction of returns reaching almost 90%.
- Most video content is consumed through mobile devices, accounting for almost 78% of the data traffic in them. According to Harvest’s planning director, Mike Teasdale, “For every £2 that UK advertisers are spending on TV, they are spending about £1 on display video. And the vast majority of this is being spent on mobile.”
- People working in SEO will also be happy to know that videos represent high-quality content for search engines! Through utilising the correct keywords, meta descriptions, video transcripts and titles, you can yield great results for your site in terms of optimisation.
Feeling overburdened with information and data yet? Here is the bottom line: using video is good for your brand and is only going to get bigger from here. What happens when you come across an incredibly funny commercial on Facebook. There is a good chance you might share it with your friends or tag them in it. That’s great organic growth right there. Just like this, prioritizing video can build engagement, brand awareness, and ROI. Videos also tell stories, and compelling ones at that too. This can help you build an emotional connection with your audience and support brand trust. 57% of consumers said that videos give them more confidence while purchasing online.
In short, using video in social media might seem like a bandwagon. And, it totally is. So you need to get on it!
If you are interested in finding out more about how to make social media video work better for you, you should check out our upcoming joint event with WPNC. This 2-hour seminar will cover the most compelling case studies from the commercial and not-for-profit sectors and will give you additional insight into incorporating video into your marketing strategy.