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Video Marketing is No Longer Optional

When it Comes to Digital Marketing, You Can’t Afford to Overlook Video

Video is everywhere and it’s here to stay as a powerful tool for telling your story on social media, streaming services, websites, and more! In fact, most estimates suggest that video accounts for nearly three-quarters of all web traffic, and that’s just in a few short years, soon it’ll be as much as 80% of all web traffic.

Just think about that for a minute: video is the medium of choice for business! 

It’s as much a means of communication as it is a medium, and that prevalence means that businesses can’t afford to overlook it. Using video to reach your audience and customers is an absolute must. If you’ve been on the fence, the bad news is that you’re going to have to get with the picture.

The good news is that video marketing presents a tremendous opportunity for your business and that it’s never been easier to get into video with Waterbridge’s creative team of video professionals at your side.

Show, Don’t Tell

“Show, don’t tell” is a classic phrase among storytellers. Simply put, it’s better to show your audience something than to tell them about it. With the written word, it can be hard to adequately convey an idea or feeling. As much as we connect to stories we’re told, we can immediately identify with something visual.

Furthermore, we hold onto a message when a video presents it to us; it’s estimated that as much as 95% of viewers retain a message when it’s presented via video. Compare that to a mere 10% when it’s read in text.

Video, then, is a powerful way to build trust with your audience. That trust means customers are more likely to continue and follow through with a purchase or by completing a desired action. Building business is building a relationship, and generating trust is a key component of the ongoing relationship you have with your customers.

Put your story and message up front for all to see—it’ll pay off.

The Power of Visual Narratives

The act of experiencing a story, engaging with it, and enjoying it, lights up brain activity. In fact, that activity is remarkably similar to the brain activity of the storyteller when they’re sharing a narrative in the first place. In short, if you’ve told a story and told it well, it will resonate with others on an almost unspoken level.

Studies show that 74% of users who watch an explainer video about a product go on to buy. Video has immense persuasive power, all without having to directly ask the audience to make a purchase or take any kind of action. A product video on a landing page can increase conversions by as much as 80%, too.

But centering your video marketing approach around the sale will just bury your video in the pile alongside a heap of other sales-centric junk out there. Think about your brand, its narrative, and the value you provide. In this regard, video content and written content aren’t any different: you need to highlight that value.

Video’s Big—So Are the Challenges

Yes, videos on Facebook generate staggering numbers of views (8 billion views daily, on average). And your video marketing approach means your brand has the potential to be viewed by nearly three-quarters of all web traffic.

But that doesn’t mean it’ll be easy!

A video is 53 times more likely to pop up first in a Google search result list. Embedding videos on pages you want to rank with Google’s search index is a no-brainer, but don’t forget that everyone else is having the same thought. So how do you stand out?

20% of your viewers will click away from a video in ten seconds or less. So how do you push back against that? Get to the point, fast. Set up your narrative and expectations within the first 10 seconds with questions or ideas that will capture curiosity.

Remember how we mentioned highlighting value? Here’s where that value needs to be apparent. Your audience is subconsciously asking themselves why they should bother with your video. Answer that question for them, cut down on the bounce rate, and give them the value they’re looking for.

Measuring ROI? Keep These Questions in Mind

Countless authorities will argue that it’s incredibly easy to measure ROI on video marketing, but the fact of the matter is that it’s never that simple.

First, remember that ROI and video marketing aren’t operating in the dark. You’re never making a blind investment without a goal, problem, or idea in mind. Once you’ve figured out the problem you’re solving for your customer, set goals for your video marketing efforts. You do the exact same with other digital marketing efforts, so don’t neglect goals and objectives for video—you’re not creating videos for the sake of creating videos, after all!

Take the time to measure the effectiveness of a given page and think about how you want video to interact with that page. It all depends on your approach and the sort of video you’re looking for.

Video marketing might seem like a big step for your company, but with expert help, you can set, meet, and exceed your goals. Video’s everywhere and presents a tremendous opportunity for your business. So, what are you waiting for?

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