Why Video is the New Darling of the Marketing World

Most of us have the attention span of a goldfish: constantly jumping from thought to thought, switching momentum and then losing that thought altogether. Let’s just say marketers need to keep us on track if they want to loop us in. This is why video marketing is the new beautiful baby of the marketing world. Too much noise can get annoying, but in the meantime, you can’t help but gaze in its big entrapping eyes.

Swati Joshi with the Huffington Post points out some interesting stats regarding video marketing in 2017:

According to Syndacast, 74 percent of all Internet traffic in 2017 will be video. Not only that, studies show that using the word “Video” in the subject line of an email can increase open rates by 19 percent, click-through rates by 65 percent and reduce un-subscribers by 26 percent. According to Twitter, videos and photos get the most re-tweets.


Crazy right? Well here are some reasons why:

1. Facebook’s boosts its video strategy

Marketers need to take advantage of the full video potential on Facebook. Since Facebook launched its “picture in picture viewing” last year, which lets users watch video while browsing the news feed, video viewership doubled from 4 billion views per day to 8 billion views per day! Facebook is also testing a dedicated video feed stream to let viewers only watch videos shared by their network, so the results are much more personalized and tailored to the viewer’s interests.

2. SEO benefits

We all know search engine algorithms loves juicy rich media content, which often contains video. Google own YouTube for crying out loud! This is why video has such a direct impact on search results. Google has even expanded their search parameters where they show a variety of results, and not just exact keyword matches to satisfy user intent. As a result, search results are featuring videos among the top website results.


3. Easy on the eye, and the brain

Videos are a breath of fresh air in a world suffocating from information overload. It is easier for the brain to process visual content amidst a sea of text. Therefore, leaving a positive impression through videos over text is much easier.

4. Viral potential

Users are more likely to share video than other forms of content. It is a great tool for businesses to obtain maximum outreach.

5. Kills many birds with one stone

Videos can achieve multiple objectives at once, whether it be educating, entertaining or inspiring. Furthermore, Animoto’s research says that 58 percent of viewers consider companies that produce videos to be more trustworthy because they took the time and spent the money to make quality content. This is how videos increase brand loyalty, making video a critical component in the marketing mix.

It is crazy to think how far digital marketing has come since the ages of Web 1.0. Now we are at the point that you can play and watch a video just by scrolling past it. Who knows where video will take us next? So, how will you use video to reach your marketing goals this year?

Sierra Dawn

Read the full article on The Huffington Post here.

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