Video content marketing is when brands produce video content to raise their profile online. Video is usually published on either YouTube or a social network, although it can also come in the form of webinars, courses, live videos, or self-hosted videos.
When done well, video can be a powerful way for a brand to spread its message in a way that is easily accessible to a large audience. It works with both B2C and B2B content strategies.
- The Importance of Video Marketing
Video marketing started in earnest in 2005 with the launch of YouTube. Google bought YouTube in October 2006, and by 2009 there were seven different ad formats on the platform.
As the technology to create quality videos gets easier, it’s become more popular with marketers. But that’s not the only reason video is the dominant form of communication today.
First, there was the rise of smartphone technology that made watching videos easier and more convenient. Then the pandemic boosted online media consumption by 215% in the U.S.
- Video Converts More Customers
Businesses who use video grow revenue 49% faster year-over-year than companies who don’t. Furthermore, the average conversion rate of websites using video is 4.8% versus 2.9% for those who eschew video content.
As always, though, quality proves to be key driver when it comes to conversions.
- Better engagement with mobile users
Today, no one can imagine a world without mobile phones. There are around billions of people around the world who are using smartphones.
In fact, 90% of people prefer watching videos on their mobile devices. People find the video entertaining and educational. They love to share videos with their friends, which will increase the social shares.
- Video Helps Content Rank Higher
Web pages with video are 53 times more likely to rank on Google’s first page, and companies with video generate 41% more online traffic than companies without it. But, not all video is created equal.
Quality content impacts more than just your search ranking, too. According to a study conducted by Unruly, enjoyment of video ads increases consumer purchase intent by 97%.