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What is Video Marketing? Its importance and Benefits

WHAT IS VIDEO MARKETING?

The definition of video marketing is not complex. In fact, it’s rather simple: using video to promote or market your brand, product or service. A strong marketing campaign incorporates video into the mix. Customer testimonials, videos from live events, how-to videos, explainer videos, corporate training videos, viral (entertainment) videos — the list goes on.

Quite simply video marketing is incorporating videos into your marketing campaigns whether to promote your company, product or service. Customer testimonials along with live event videos are becoming more and more popular as companies try to leverage rich media content into their marketing efforts.

Importance of Video Marketing 

 Video marketing has revolutionized the way businesses approach their online marketing strategies. The mass increase in video production has flooded the online landscape with footage about anything and everything. Want to learn about a business? Watch their company culture video on their website. Need help fixing your car? Type in what you need and watch a YouTube video of someone showing you how it’s done.

The rise in video production has been attributed to the shift from desktop to mobile. More than ever, the average person has access to content in the palm of their hand. Additionally, digital technology is cheaper today than it ever has been before. This combination has created limitless opportunities for people to engage with content.

Video marketing techniques are flooding today’s social media outlets and websites. These days almost any type of business would benefit from the production of a short video to introduce their products and services. Studies have shown that consumers are at least 64% more likely to purchase a product or service that has video representation. This makes establishing a personal connection with buyers through the means of video marketing a key element in the future of online marketing.

Live Videos Get More Interaction

We know a good picture is worth a thousand words, but that a good video is worth a million, right? It also appears consumers appreciate video content more, in particular when it stems from engaging content that spurs conversations and shares.

In fact, did you know that:

  • 82% of consumers surveyed for a recent study said they favor live video over other types of social media posts
  • Video content earns 12 times more shares than text and images combined!
  • Temporary video content (like Snapchat or Instagram Stories) has narrower reach but a much greater urgency, resulting in better engagement rates.

Benefits of Video Marketing

Video marketing accomplishes all the work that traditional marketing does, but it amplifies the effects. Humans are visual creatures, and we can’t help but be drawn to moving images, whether they show a cat jumping into a box or a service that a business provides. Read on to learn about how this visual marketing tool can help your business.

Increase Brand Awareness with Video

One of the best ways to grow your customer base is to help more people find out about who you are and what you do. Rather than getting lost in the crowd, you want your business to stand out among your competitors. With videos, you quickly convey what your core values are. You can increase exposure to potential customers by offering entertaining, educational videos that inform them about your company and help them remember your name.

Video Can Increase Your Online Presence

The more places your potential customers can find out about you, the better your chances of converting them into paying customers. Once you have identified and established your brand, you need to get the word out. “But I already have a spiffy website, a blog, and a social media presence,” you may say. That’s a great start, but continuing to spread the word makes the difference between a business that gets noticed and a business that gets chosen over its competitors.
YouTube is the second largest search engine, and that’s just the top dog. Numerous other sites, including many social media platforms, make video the star. If you aren’t using video for marketing, you’re missing out on a huge opportunity to amplify your reach and engage your audience.

Video Reveals Personality

Some of the most effective disrupters (think Dollar Shave Club) have reached audiences by being unique, but that doesn’t mean you have to come up with a clever marketing tactic to be effective. Companies that live and breathe their brand are highly successful with their marketing. Simple videos that show who you are can be an effective way to put a face, and personality, to your business name.

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