The importance of video in marketing

Globally, we now watch a billion hours worth of YouTube videos every single day. And in 2019, video traffic accounts for 80% of all internet activity. 

These statistics alone demonstrate how important video could be to your marketing strategy, offering a place to engage with your existing or potential customers, as well as driving them towards your website and product offerings.

But why else should you include video in your marketing strategy?

Capture the attention of your audience

Whether it’s on the homepage of your website or within their Facebook feed, seeing a video with an intriguing title is likely to draw your audience in to find out more.

Easy to digest and entertaining

Videos tend to be fairly short and simple, and this makes them easy to watch and understand for your audience.

To offer more detail

Although videos should be fairly short, if you’re using them on social media they do offer an opportunity to offer a bit more detail about your products or topic areas than a written social media post would.

You can use them on multiple channels

YouTube is the obvious place to upload your videos, but you can also upload them directly onto most social media channels and embed them on your website.

Videos are great for SEO

It’s widely accepted that search engines love video, and that it’s seen as high quality content. This means that if you have videos on your website you’re likely to rank more highly. According to Comscore, for instance, adding a video to your website can increase the chance of a front page Google result by 53 times.

The same is true for social media sites, with Facebook’s algorithm favouring organic video, meaning that if you post a video to your Facebook page, it’s likely to be seen by more people than a post with a static image or text alone.

This is why, for our How Researchers Changed the World podcast project with Taylor & Francis Group, we created a YouTube playlist with all of the podcasts – to enhance search and drive more people to discover the podcast. We also created a short teaser video which we used to promote the podcast across our social media channels before the launch – which you can see below.

Getting started with video marketing

So you want to incorporate video into your marketing strategy – but where should you start? There are a few different types of video that you could test out, and see what your audience are engaging the most with:

  1. Explainer videos – educating your audience about your product or a topic of expertise
  2. Interviews – with a guest expert in your field
  3. Product reviews or demonstrations
  4. Live video – this is a brilliant option if you often host events, and can also work nicely for personal updates or Q&A sessions.

It’s important to say that with video, it doesn’t need to be perfect. You don’t need lots of fancy camera equipment or editing software to make video work for your business or organisation. Today, most smartphones will have a decent enough camera to produce a worthwhile video. It’s more important that the content is useful for the customer, and do make sure that the format of your video suits whichever platform you are posting it to. Make sure you consider:

  • The length. Hubspot recommends 30 seconds for Instagram, 45 seconds for Twitter, 1 minute for Facebook and 2 minutes for YouTube.
  • Including subtitles or text on screen – often people keep their phone muted whilst viewing social media, and so may not be able to hear the audio on your video.
  • The format of the video – different channels require different sizes and shapes. For instance, a video for Instagram will need to be square, whereas for YouTube you’ll need a landscape frame.

As with any new marketing channel or format, the most important thing is to get started and test what works for you. We’d love to see any videos you create, so tag us in your creatons on social media @monchu_uk.

Need support with your marketing? Contact us and one of the Monchü team will be in touch very soon.