Video is, and has been, one of the most effective marketing tools since the adoption of public television. This is not new. What is new is the ever increasing importance that marketers and consumers are putting on content delivered through this audio visual channel. YouTube is one of the most potent marketing platforms only second to Facebook, with over 1.9 billion active monthly users according to Statista [https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/].
This means that businesses that can figure out how to create quality and highly captivating video content should leverage the platform to engage consumers and market their products with minimal costs and effort. Here is why video is still such a powerful marketing tool for modern businesses.
New technologies demand more video
As communication and electronic technologies evolve, new innovations are getting more optimal for higher quality video content. Marketers and content creators are optimizing their content for consumption on mobile devices, in the process gaining access to the ever-increasing number of on-the-go consumers. Business marketers have an opportunity to create engaging video content that smartphone users can easily share with their contacts on social media. Popular platforms such as Twitter and Facebook, and even top content delivery platforms like the Chrome browser have enabled Autoplay features by default because of the high levels of attention that video content attract.
Engagement is effortless
Most internet users do not have the patience to read through online catalogs or long article content. In such a case, video content is break because of its appeal. Even the most dismissive users will have a few minutes for engaging video content. Interesting and relevant videos are embedded, shared, and commented on at the touch of a button. This is what makes video content the ideal medium to promote content and spread the message organically. Note, however, that in order to successfully engage an audience, a marketer should always include a convincing call to action in the video content to guide the viewer on what step to take next after digesting the video content.
People trust who they see
Considering that consumers are constantly bombarded with stagnant content from all brands scrambling for their attention, the most effective way to stand out from the crowd is to create content that is not only engaging and interesting, but also emotionally charged. This can be achieved through customized voices, facial expressions, and soundtracks. A study facilitated by HubSpot [https://blog.hubspot.com/marketing/video-marketing] discovered that as many as 54% of Internet users prefer to see videos from the brands they support rather than access content delivered in other media.
Video is ideal for all occasions
Compared to images, text, voice calls, and other communication methods, video is the most versatile medium to deliver any kind of content and in any environment at any time. Combined with other forms of marketing, video can deliver any message – from product demonstrations to expert interviews. Coupled with the fact that people trust what they see, the innovative technologies that make video easier and cheaper to use ultimately draws more people actively and passively absorbing the content compared to any other medium.
The key to building a strong and lasting relationship with potential buyers is trust. Incorporating videos of content that viewers will trust is important for any business eager to win a significant share of the online market. These few points are proof enough that video marketing works and its efficacy is rising with every new technological innovation.