Sam Nelson, President, Downstreet Digital. 15+ years running digital advertising and marketing in the political, public and private sector.
All of our clients, across a variety of industries, utilize video marketing in some capacity. You read that right: 100% of our clients. Whether you are a small startup or a large enterprise, incorporating video content into your marketing efforts can yield significant benefits.
Here’s how and why you should consider incorporating video content into your marketing:
Increased Engagement And Retention
Unlike text or static images, video combines visuals, sound and motion to capture and hold the viewer’s attention. By creating compelling videos, your brand’s message will stick with the audience, increasing the likelihood of conversion and customer loyalty.
Tip: Invest in high-quality video content that aligns with your brand’s tone and message. Most phones with a tripod or gimbal can take decent videos, but if you want to take it a step further, here’s a good starter list I recommend:
• Camera
• Microphone
• Lighting
• Tripod
• Headphones
• Stabilizer
• Boom pole
• Digital audio recorder
• Multiple memory cards
• Capture card
Tutorials, product demos and customer testimonials are great starting points to engage your audience.
Boost SEO And Online Visibility
Video increases the amount of time visitors spend on your site, which signals to search engines that your content is valuable and relevant. Additionally, YouTube, owned by Google, is the second-largest search engine in the world. If you optimize your video content with proper keywords and metadata, the chances of your material appearing in both YouTube and Google search results increase. In my experience, embedding videos on your website can lead to a lower bounce rate and higher engagement metrics, both of which positively influence your SEO ranking.
Tip: Use SEO-friendly titles, descriptions and tags for your video content. Include captions for better accessibility and additional keyword opportunities.
Enhanced Social Media Presence
Algorithms on social media platforms such as Facebook, Instagram and LinkedIn constantly change. But one consistent change is that platforms are continuing to prioritize video posts, making them more likely to appear in users’ feeds. In our experience, social media videos generate more shares than text and image content combined. This heightened visibility and shareability can increase your brand’s reach and engagement. Additionally, platforms like TikTok and Instagram (reels) thrive on short-form video content, offering businesses the opportunity to create bite-sized, engaging videos that appeal to their target audience. Even long-form content, such as YouTube videos or IGTV posts, can generate meaningful engagement if it provides value, such as tutorials and behind-the-scenes looks.
Tip: Create platform-specific video content. Tailor your video’s length, style and messaging based on the platform you’re using. For example, use shorter, more entertaining videos for TikTok, and informative, professional videos for LinkedIn.
Improved Conversion Rates
Landing pages that feature videos can also drive higher conversions. In a 2023 report by Wyzowl, the company found that 89% of consumers have been convinced to purchase a product or service after watching a brand’s video. Whether it’s a product demo, a customer testimonial or a how-to video, video content can help to break down complex information and build trust.
Tip: Add videos to your key landing pages, such as product pages or service overviews. Ensure your videos include a clear call to action (CTA) to guide viewers on what to do next.
Humanizing Your Brand And Building Trust
In a crowded marketplace, trust and authenticity are key factors that influence buying decisions. Video content allows businesses to showcase their human side, helping to build emotional connections with their audience. A video of your team working behind the scenes, a company founder sharing their vision or satisfied customers explaining their positive experiences can create a sense of authenticity and credibility. Customer testimonials and case studies in video format are particularly effective. After all, potential customers are more likely to trust a friend or peer’s recommendation than a stranger in a traditional advertisement.
Tip: Include video testimonials from satisfied customers on your website and social media platforms. Personalize your brand by introducing team members through video content.
Expanding Your Reach With Paid Video Ads
Platforms like YouTube, Facebook and Instagram offer targeted video ad options that allow businesses to reach specific demographics based on interests, behavior and location. With YouTube being one of the most visited platforms globally, businesses can leverage TrueView ads, where they only pay when viewers watch the ad in its entirety or engage with it. Similarly, social media platforms offer various video ad formats like in-stream ads, carousel ads and story ads to cater to different marketing objectives.
Tip: Video ads can also be great for those on a tighter marketing budget. We’ve had plenty of clients reach cost per thousands (CPMs) with less than $4, all while targeting their intended audience. Start with small-budget video ad campaigns on platforms like Facebook or YouTube, and use A/B testing to identify what type of content resonates most with your audience.
Adapting To Mobile Audiences
Video content is particularly well-suited for mobile, as it requires less effort to consume than text-based content. We’ve found that mobile viewers are more likely to watch and engage with a video that is short, visually appealing and optimized for smaller screens.
Tip: Ensure that your video content is mobile-friendly, with fast loading times and a focus on vertical formats for platforms like Instagram Stories and TikTok. And if you want to use a video that was captured horizontally, there are plenty of tools out there that can edit the video to vertical. Keep your videos short and engaging to capture mobile users’ attention quickly.
By strategically incorporating video into your marketing plan, you can engage your audience, increase your online visibility and ultimately drive more sales and growth for your business. In a world where attention spans are shorter than ever, video offers a way to stand out, tell your story and leave a lasting impact on your target audience.
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