In 2018, about 85% of all internet users in the US watched videos online.
A survey from Wyzowl, found that in 2019, 95% of marketers were planning to increase their video marketing budgets for 2020.
These statistics clearly point towards an increase in the interest in videos. But why are marketers inclined to create more video content and use it for their content marketing efforts?
Let’s find out why videos are the future of content marketing.
Why are videos the future of content marketing?
Let’s take a closer look at why videos are the future of content marketing.
1. People love watching videos
According to the previously cited study by Wyzowl, 96% of people have watched explainer videos of products or services. Additionally, on average, people spend about 16 hours watching online videos every week. That makes it a 52% increase in the last two years. This clearly shows that people absolutely love watching videos.
People also want to see branded content, too. Some 86% of people said they’d like to see more videos from brands in 2020. This is the reason why many brands are adding videos to their content strategies.
2. People prefer videos over other content
Videos are engaging and entertaining at the same time. This is the reason why people prefer to watch them in the first place.
In fact, when asked about how people would like to learn about a product or service, nearly 66% of them said that they’d prefer watching videos. This was in stark contrast to 18% of people who preferred text content.
One of the major reasons for this is time constraints. People are often pressed for time in today’s fast-moving life. According to a survey, 73% of people had less time to devote to research and reading online. But 51% of them were happy to watch a five- to 20-minute video for the same.
3. People purchase on seeing videos
You can use videos on your website and social media platforms. When people see them, it not only improves your brand awareness but also drives them to purchase from you. In fact, 84% of people in the Wyzowl survey said that they were convinced to purchase a product or service after they watched a brand’s video.
Also, 74% of people even said that they had been convinced to download an app or software solution by watching a video. This clearly indicates that videos can drive increased conversions.
4. Videos can attract people
Whether you use videos on your website or social media accounts, it has tremendous potential to drive people to your brand. In fact, 87% of marketers said that videos have increased the traffic to their websites.
Also, people are twice as likely to share video content with their friends and family than other forms of content. This can help you grow reach and engagement with your target audience.
Videos can also help you generate leads and increase your sales. In fact, 83% of marketers said that videos have helped them generate leads while 80% of them said that videos have helped them grow their sales. For example, SEMrush actively creates videos on YouTube to help people and attract customers.
5. Videos can help with customer support
Videos can convey information in a short and engaging manner. This can help you reduce the burden on your customer support team. You can find out the common issues that your customers face and create videos with their solutions.
This is better than text because the customers will be able to see the visuals along with the commentary. As a result, they’ll be more likely to understand how to solve the issue.
This would mean that they won’t have to reach out to your customer support team for issue resolution. As a result, it will take the load off your team.
In fact, 43% of video marketers said that videos have led to a reduction in the number of support calls that they used to receive.
Creating even simple how-to videos can help you achieve this. This can also improve the customer experience as all their issues will be resolved quickly.
6. Useful in email marketing
For every dollar spent on email marketing, brands get a return of about $40. While this is fairly high, you can improve your email marketing ROI using videos.
Adding them to your emails makes them engaging and also saves the receiver’s time. You’ll be able to convey your information to them faster using video content.
Due to their engaging nature, people may also view your email for longer and might end up clicking on your CTA. This can help you grow your sales and ROI.
Videos are a crucial part of content marketing strategy and can help you promote your brand effectively. People love to watch them and consume them more than other forms of content.
They also tend to purchase products or services on watching them and help you reduce the burden from your customer support team. Lastly, they can be instrumental in boosting your email marketing ROI.
It’s safe to say that they’re here to stay and are the future of content marketing.
Are you using videos for content marketing yet?
Gaurav Sharma is the founder of Attrock, a digital marketing company. He works closely with top marketing influencers and has helped numerous brands, e-commerce firms and SaaS companies grow. He is also a certified Google Analytics and Google Adwords specialist and regularly contributes to reputable publications like HuffPost, TechCrunch and many more.
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