In 2020, video content is across absolutely every social media platform, and the available platforms keep on expanding. Video content is also the format predicted to see the most growth in 2020, as it did in 2019.
Need more convincing? We’ve gathered up the top 10 reasons why 2020 is the year to start integrating video into your overall marketing strategy. Check it out!
- Videos build trust through the use of human voices.
Video content allows you to connect with your audience on a face-to-face level and enables your audience to see a behind-the-scenes view of your business. You want your audience to see the real you and believe in what you stand for, right? What better way than to share your beliefs in your own voice? Video content has the potential to build trust, connection and loyalty to your brand, so keep your content personal, informative and genuine. Live video is predicted to account for 13% of online traffic by 2021, so it sounds like the stage calls!
- Mobile users are magnets for videos.
Mobile users are HUGE consumers of videos, with 90% of consumers viewing video on their phones. With consumers spending an average of 3 hours and 15 minutes on their phones, this leaves a MASSIVE window of opportunity to get in the ears and eyes of consumers.
Lucky for us, there are endless amounts of platforms available to create video content for mobile viewing as well as desktop viewing, and almost every sharing platform is pushing for more and more video content.
Please repeat after me: Mobile video content is king.
- Videos are unavoidable.
How many times have you scrolled through your feed and stopped on a post only because it starts playing?
Users are overloaded with content these days, so grabbing their attention becomes harder and harder. Videos allow you to capture the attention of the laziest viewer; the hard part is keeping their attention. This is where the fine-tuning of creating short, to-the-point clips is essential. A few hot tips from us:
- Don’t start your videos with loud music or noise. Remember your audience is likely on their phone and potentially in crowded areas. Being caught off-guard with loud music is a recipe for a scroll past.
- Get straight to the point of your video. People’s attention span for content is short, and if you don’t grab them quickly, they’ll leave you in seconds.
- Make the content relevant to your audience. This rule has some flex depending on the platform you are using to share content, think Instagram-stories v a landing page video. Quality over quantity, and always speak to the identity of your brand.
- You can see and understand the details that images and words can’t show.
Did you know that 90% of consumers claim a video will help them make a purchasing decision?
Videos allow you to show and share your products directly from a human voice. Details and the intricacies of your products can be shown clearly in videos where images won’t give them justice. For high-value products, this is especially important, as people may have hesitations about purchasing big price tag items online without being able to see and touch the final product. Not only great for products, but videos also allow you to share your professional knowledge about your service in exactly the tone you want to portray. If you have a complicated service offering, videos will enable you to explain the intricacies on a human-to-human level and convince your audience of your product.
- Videos expand the visibility of your brand.
Creating video content allows you to play over many more social platforms. Think Instagram posts, Insta stories, IGTV, Snapchat, YouTube, TikTok, Facebook… need I say more? While there are consumers, especially from younger generations, who will have profiles across all platforms, generally consumers will only engage in a few. This means creating content across multiple platforms will allow you to reach more of your target audience. Even better, in the landscape of social media marketing in 2020, apps generally make it pretty easy to share across multiple platforms.
- Videos are great for your SEO ranking.
Google LOVES video content. Generally, Google sees video content as high quality so will prioritise content with embedded videos. Of course, you need to give yourself the best chance of high SEO ratings by including the right keywords, a solid meta description, and a strong title. Predictions are that over 80% of all online traffic will consist of video content by 2021 so it’s best to get in on this space now. Usurped only by Google, YouTube is the second biggest search engine^^, which in itself is an indicator of how much consumers are relying on video content to educate and browse products.
- Social shares are far more likely to be videos.
Video shares generate 1200% more shares than image and text shares combined, which honestly, is pretty mind blowing. To reach wider target markets, incorporating video content intended for broader sharing is a proven strategy for brand awareness. The key here is to ensure your content is relevant to your consumers, and simply ask yourself, would you share this video?
- Embedding videos into your emails can increase your click-through rate.
While EDMs are a great way to reach broad markets, often the CTR can be low if your content is not immediately engaging. Simply mentioning ‘video’ in your subject line can increase your CTR by 13%. Some people subscribe to mounds of email lists, so how do you ensure they read or view your content? 2020 is the year to embed the video. Just make sure it’s punchy stuff!
- Videos help you stay competitive.
If you’re not already using video marketing as part of your social media strategy, then you might be lagging behind your competitors. Hubspot reports that 81% of businesses with a social media presence are now using video as part of their marketing strategy. Not to scare you too much, but it’s time to jump on the video train before it leaves you behind. Better yet, lead the charge, and fly the jet.
- Consumers retain information from videos far more than written content.
Consumers of videos are likely to retain 95% of the information, compared to 10% when reading it in text, according to Impact. This means that if you have complicated offerings or in-depth opinions or knowledge to share, it might be best to do this through video to give your audience the best chance of grasping the information. Modern consumers are quick-to-skip on information if they can’t grasp it quickly, so make sure your content is clear and full of language your audience will understand.
Including video content in your digital marketing strategy is essential in 2020. More than ever, consumers are relying on video content to aid purchase decisions, understand the products they are purchasing, and connect with brands to help shape their consumer identity.
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Written by your resident Marketing Assistant, Anna Jenkins.
Resources: Cisco, DreamGrow, RescueTime, Social Media Today, ThriveHub, Impact,
Also Read: Social Media Marketing For Businesses