January 16, 2018
Unless you’ve been living under a rock for the last couple of years, you’ll have undoubtedly heard the phrase ‘content is king’. While this is certainly still true, there has been a shift in the throne room, with the crown moving from written mediums to video.
Of course, video’s popularity has been no industry secret. But, as Forbes discusses, there are many indicators that suggest video will long reign over the marketing world:
It boosts organic traffic and conversions
As Huffington Post recently reported, video content increases organic traffic from search engines by 157%. But video’s power goes beyond that; it also helps convert website visitors into customers. Forbes highlights research that found home pages with videos have 20% more conversions, while landing pages see an increase of 80%.
Video content is more memorable
Citing Edgar Dale’s Cone of Experience, Seer Interactive notes that viewers of a video are 30-50% more likely to retain information. In comparison, consumers reading an ad are only 10% likely to remember the content.
Consumers seek video content
A study by Hubspot Research revealed that marketers aren’t the only ones who have been swayed by the power of video. In fact, nearly half (43%) of consumers want marketers to produce more video content in the future.
According to Forbes, the main genres businesses are focusing on are: explainers, product demonstration, how-tos, and testimonials.
Facebook’s interest in video
Video might reign supreme as a form of content, but Facebook wears the crown when it comes to social media platforms. So it only seems right that the social networking giant is seen to be a key trendsetter.
Facebook’s active interest in the medium is, therefore, another indicator that video marketing is on the rise, Forbes argues.
In 2017, the company increased its investment in video marketing and launched a new ad format, Collection, that plays videos above four recommended products. Sport Chek, one of the brands involved in the testing, reported that a Collection campaign resulted in conversions doubling, and online sales increasing by 28%.
Alongside Collection, Facebook also introduced a new metric, Outbound Clicks, that enables advertisers to see how many people click through to their websites and apps.
It is clear from Facebook’s investment in this area that it not only understands how important video is for marketers, but that it believes video will continue to be sought after.
Instagram and Snapchat stories evolve
While Snapchat has always been about video, Instagram has also boosted its capabilities in this area. But both platforms are becoming increasingly aware of the role video can play for businesses too.
As a result, businesses sharing video content on Snapchat and Instagram Stories will have the option to enable viewers to click through to add products to shopping carts.
Not only does video provide marketers with greater engagement, sales and customer satisfaction, it is evident that social media platforms want to invest in this medium. With stats like this, it is impossible to deny video’s leading position in the world of content. To help get your video content in front of the right audience, call Spot Digital today.