Successful marketers have known for some time that video is an effective marketing tool, but in recent years video content has become increasingly crucial to compete in the online marketplace. Wyzowl’s annual State of Video Marketing Survey for 2021 reported that 86% of businesses use video as a marketing tool. Which means if you’re not harnessing the power of video, then you’re falling behind. And it’s unlikely these trends will change. As marketers shift toward a future that embraces Gen Z’s media consumption preferences, it’s clear that reaching them online is essential. According to a 2018 Pew Research Center survey, 45% of teens say they are online “almost constantly.” The same survey found a whopping 85% of teens use YouTube, and 32% noted YouTube as their most often used platform, second only to Snapchat (35%).
Why Video is Crucial
The short answer is that it is effective, and in a myriad of ways. The psychology is simple: humans are visual learners, so customers prefer videos to written copy. This is particularly true on social media. A 2018 study by Hubspot revealed that 54% of consumers wanted to see more video content from the brands or businesses they follow. That interest translates to more views and engagement on social media. Social media platforms are catering to user preferences and shifting their own algorithms to highlight video content.
Marketers appreciate video’s ability to both convey information and influence sales. According to Social Media Week, customers report that they retain 95% of the information contained in videos, making it a great tool to educate current and future customers about their product’s uses, features and benefits. Many brands are now making explainer videos a prominent part of marketing campaigns, particularly on landing pages or home pages. Customer service and support departments are also finding they can also benefit from video marketing. According to Wyzowl, 43% of marketers say video has reduced the number of support calls their company has received.
Overall, video marketing offers fantastic opportunities for improving your ROI.
A Few Considerations
Like all good content, your video campaign should be crafted with specific marketing goals and platforms in mind. Are you looking to increase website conversions? Increase your Facebook following? Improve brand confidence? Selecting the appropriate format, style, and script is essential. Customizing your content across multiple platforms will allow you to optimize its impact. For instance, Sprout Social reports that most (85%) of Facebook videos are watched without sound, so marketers may want to consider caption-driven videos or videos that are purely visual for that particular audience.
Length is also an important factor. Online audiences have notoriously short attention spans and short-form videos often see more results. User behavior and posting limitations also vary by platform. For instance, Twitter currently has a 140-second limit for video content. According to Vimeo, the optimal video length for Facebook is between 15 seconds and 3+ minutes depending on the content. Longer format how-to videos and demonstrations are better suited to YouTube or the company’s website.
Where to Start
If you’re ready to up your content game, we can help! From strategy to managing the creative process, our marketing team at Direct Development can help your brand stay competitive with video content in 2022 and beyond.