The Importance of Video in Marketing Today
Video is an important tool for every brand’s marketing
strategy. Videos are no longer just one piece of an overall marketing plan. They
have become central to outreach and campaign efforts, especially social media
strategy. Now, video has absolutely dominated social media platforms. According
to a report from HubSpot Research, more than 50% of consumers want to see
videos from brands, more than any other type of content. This research shows how effective video content is in attracting consumer attention.
Video is useful for more than entertainment as well. Videos
on landing pages are capable of increasing conversion rates by over 80%, and
simply mentioning the word “video” in your email subject line increases open
rates by 19%. In fact, 90% of customers also say videos help them make
buying decisions. Video can also be a versatile tool for salespeople throughout
the entire customer buying journey, and it can do much more than increase
engagement. Backend analytics also help salespeople qualify and prioritize cold
or unresponsive leads. That versatility of video analytics on platforms like
Facebook is one reason why, in 2018, 93% of businesses reported
getting a new customer on social media thanks to video.
If you aren't creating video, you're most likely falling
behind the competition. But don't worry. For most videos, the more simple and
raw they are, the more authentic the content seems and that's what really
matters to your audience. According to HubSpot Research, consumers and
customers actually prefer lower quality, “authentic” video over high-quality
video that seems artificial and inauthentic. Nowadays, video production is more
cost-effective than ever since you can shoot in high-quality, 4K video with
your smartphone. Video is within reach for businesses of virtually any size, so
it is a perfect tool to incorporate in any marketing strategy.
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