March 15, 2019

Why Use Video Marketing In 2019?

Developing your brand by telling your stories through video is nothing new, but as the state of play with regards to online video becomes infinitely vaster, online video is being consumed at a far more frenetic pace than before.

Everybody has a preference of how they view visual content over written content. This is reflected in search engines like Google and social media on a daily basis. It’s ubiquitous in our modern world that we’re using mobile devices to search and find information – far more than before. So, in the social media world, it’s consequently no surprise that visual content and videos perform much better.

In both business and personal, we have to acknowledge that social media has changed (and will continue to in the future) in that nowadays, if you write a Facebook post detailing the most momentous of events, nobody cares. If you post a cute video of a dog or an amusing cat GIF - instant “likes” gratification in the 100’s.

The benefit on focusing on video in your marketing priorities is clear as day. You need a vessel to drive your brand's story into the minds of your audience, and you can only do that through creative content that resonates with people.

Here are a couple of examples of how you can start making some traction:

1)    Build your brand through Instagram!

Instagram has quickly grown into a massive social network with both a mobile and web presence. What I want to highlight here are some extremely relevant stats. An Insta-Stat-Attack!

Instagram shows no signs of slowing down at all, yet only 28% of marketers use Instagram for marketing. Things may well change in the future as new platforms release, but your business needs to capitalise on marketing now, not in the future by playing catch up on the latest marketing trends.

  • Instagram currently has 1 billion monthly active users. Only Facebook and YouTube have more people logging in. And of Instagram’s 1 billion active users, over 500 million of them use the platform every day. What does this mean? There is enough to go around, regardless of what sector you are in.
  • 71% of businesses use Instagram – this beats Twitter which has plateaued. Our prediction is that Instagram will stay hot for a good while to come for both business and personal profiles.
  • There are over 25 million business profiles. This ranges broadly across all industries. The main point here is if you have something to sell, Instagram has people to target.
  • Engagement rates on Instagram are 15 times higher than Facebook and 20 higher than Twitter. Staggering right? But what do you expect? Visual content wins!
  • The most popular hashtag on Instagram is #love. Nothing practical here. Just wanted to highlight that love is love, and that wins too!
  • 75% of users take action. If you advertise and have a great product, be prepared for more click throughs onto your website and a higher chance of conversion.
  • 73% of brands post at least one photo or video per week on Instagram. It’s important to keep your followers engaged and that’s not just through posts but through Insta-Stories, polls and countdowns.
  • Engagement with brand posts on Instagram are growing at a greater rate than brands are adopting the network.
 

2)    Use YouTube to increase your traffic!

YouTube is not new. It’s been around since Valentine’s Day, 2005 (fun fact) and its ability to showcase your work to the masses and increase your reach is so powerful but, it’s still so easy to be left procrastinating and playing with your thumbs.

The majority of YouTubers these days are individuals who are passionate about the videos they create. As you grow the presence of your brand, this is what you should be known for. If you don’t believe, how is anyone else going to? The most important thing is to take action and start doing.

Some simple influencer requirements that are worth noting are things like having a custom header image, unique thumbnails for each of your videos and to tell viewers to subscribe and like your videos.

It’s fairly straightforward and perhaps predictable advice, but you’d be surprised by just how many people do not do this. YouTube doesn’t let you upload new videos in place of old existing ones, so it’s important to hit the ground running in the best way possible.

The power of visual content is becoming increasingly important for marketers and as such, your business should take notice of this too. Studies show that the visual appeal matters in 93% of cases when people go to make a purchase. Visual content is not only easier and faster for the human brain to process, it’s a brilliant way to generate more attention and leads. Photos bring huge value to your marketing strategy and should be considered highly important.

  • Visual data is processed 60K times faster by the brain than text.
  • 40% of people will respond better to visual information than plain text.
  • 65% of your audience are visual learners.

Some actionable steps to get started:

1)    Start documenting life in the office. Take photos, videos etc. It’s 2019, so don’t take yourself too seriously. After all, advertising is not about how you see your brand but how your audience sees you. Willing them to treat you seriously simply won’t work because quite frankly, an audience doesn’t care about the value proposition that you conjure up, they care about your story. That means people, emotion, and actually… fun.

2)    Start engaging and contributing with other businesses on the platform. By that I don’t mean shameless self-promotion. Don’t be tacky. Contribute with valuable input in a comment and engage in a conversation! All social media platforms facilitate commenting, and you don’t know where your next lead or collaboration may come from unless you participate.

3)    Newsletters. Emailing your current audiences is great, and written content is fine. But is ‘fine’ what you’re after? Generate more authentic engagement by sending out a video with a roundup of how the month has been, new and exciting developments or even just a thank you to your audience. It makes things personal. It retains interest.

Conclusion:

Visual content is essential in this digital age. Optimising it for various platforms is super important but not necessarily easy or cheap. The only thing I can say is that as businesses and technology evolve at a rapid-fire rate, marketing your business and/or product has to have a 21st century approach to it. We live in a scroll culture, where it’s so easy to dismiss a post if it doesn’t capture our attention at a glance. Video does it brilliantly. Beautiful, bold and captivating images do so as well.

Now, get out there and give it a go! And of course, if you need help, we’re here for you.

Written by Alex Chang
CEO & Co-Founder, Bridge The Moon

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