With the rise of social media platform TikTok, which introduced short form video into the consumer marketing world, a marketing campaign without video content is a marketing campaign that isn’t reaching its full potential. Video is expected to account for 82% of all online traffic by 2022.
We marketers throw a lot of information and promotions the consumer’s way, and they’re getting kind of numb to it. Video gives marketers a new way to communicate with our consumer. We can inform consumers with interactive pictures and visuals instead of stagnant copy.
If you’re still reading, how much easier and powerful would this blog post be if it was a two-minute video? You’d probably be able to soak in more information, and you would probably be giving it your full attention. Consumers are with you—69% of them prefer to watch a short video to learn more about a product or service. After watching a video about the product or service, 84% of consumers will make a purchase. This could mean the days of shoving in keywords, spending hours trying to craft attention-grabbing sentences, and reaching out to our younger cousins to learn texting language so we can sound “hip” are behind us.
However, copy still has a place in the marketing industry. Copy helps companies optimize their search engine ranking and placement, but as video SEO continues to establish itself, the two could be on a more even playing field. Introducing video into your content marketing strategy will increase sales, catch your potential customer’s attention, and better inform current customers.
Incorporating Video on Your Website
So how do you start? The best way to inform your potential and current customers is to update your website. Adding a video to your home page that explains who you are as a company and what you do makes your company website 53 times more likely to reach the first page of Google and other search engines. Not only that, but adding a video to your landing page can boost your conversion rate by 80%. One more statistic to impress you… video increases organic search traffic on a website by 157%. Your website is going to be more discoverable and your customers are going to know more about you.
Consumers want convenience and ease. As marketers, we shouldn’t inconvenience them with a huge paragraph about our company history and mission. Video gives us the opportunity to engage our audience by saying the same things we would in that paragraph, and also the chance to add video roll of our building, show team member faces, or give real customers the chance to testify about our business.
Social Media Requires Video Content
Not only should you be optimizing your website with videos, but you should also introduce videos into your social media marketing campaigns. Virtually all social media platforms are introducing a video feed into their application, and it all started with the rise of TikTok in 2020. Instagram has introduced Reels, and it seems like they are moving toward a TikTok structure where there will be one continuous feed. This creates a seamless user experience.
Facebook also followed suit, and YouTube is trying to stay in consumers’ screen times as people move away from longer videos by creating YouTube Shorts. There are so many platforms upon which your business could start implementing video content, but be sure to see where your target consumer is scrolling currently—that’s going to be where you want to start.
In the age of scrolling, you need to capture your audience’s attention within 3-5 seconds before they scroll past your post. This means that your short form videos, and long form, need to stand out and be to-the-point from the beginning. Another thing to keep in mind is that you may need to capture your audience’s attention without sound. 92% of consumers who watch video on their phone do so with the sound off. This means, graphics, actors, and the overall message need to fit together so when there’s no audio, the message can still be heard.
So how do you do this? You need to figure out what your consumers like to see. This could mean you do simple A/B testing to see which ads work best before you invest a lot of money into the campaign, or you could conduct a focus group. Either way, your campaign is going to need to be managed.
At ADsmith Marketing and Advertising, we are able to help you in all of these areas and more. We have the space, personnel, and knowledge to conduct your focus group, create and manage your next digital campaign, and shoot your video content. With our in-house video production team and studio, your video content will stand out on your audiences’ feeds.
ADsmith’s Content Development Services
What is your content marketing plan for 2022? Are you focused on crafting more blogs and articles that will probably only get you a better ranking on Google, or are you ready to dive into the present and future of marketing? Get in touch with ADsmith Marketing and Advertising today to learn more about how we can help you reach your audience in new ways.