Major benefits of online video marketing.
It’s obvious to most people these days that when it comes to content marketing, the role of video is becoming increasingly important. Today, more than ever, companies are using video as a key element in their content marketing strategy. It is a tool for capturing the user’s attention and delivering a brand message in a memorable and meaningful way and this applies equally to mobile usage, if not more so.
When assessing the market for video, marketing numbers tell the story well. More users, are watching more videos, more frequently than ever. According to comScore, a company which tracks online engagement, just over 45% of internet users viewed at least one video per month, and the average user is exposed to an average of 32 videos per month.
Looking closer, it becomes clear that the average number of internet users who watch video each day has passed 100 million. When it comes to video in the retail space, 90% of shoppers at major retailers indicated that video played an important part in making purchasing decisions. Within companies themselves, video is also proving to be important, as 75% of executives told Forbes that they watch work-related videos on business websites at least once a week.
Video has become a crucial part to any online marketing strategy. A recent report of almost 400 marketing and business professionals, conducted by Demand Metric in conjunction with Ascend2, revealed that 69% of respondents had already begun to make use of video marketing. Aberdeen Group research report which examines how the best organizations utilize video in their content marketing strategies compared with the industry average and companies late to the game, noted that video has become the preferred form of marketing content.
The report acknowledges that video marketing is utilized by over 90% of the companies surveyed and that it is playing an ever-growing part in the content marketing mix thanks to a significant positive contribution to ROI. The research concluded that video marketing was the most popular form of content, followed by white papers and 3rd party research.
How Effective Are the Different Uses of Video?
Although research indicates that videos are being used primarily for building brand awareness, lead generation and online engagement, it’s also worth examining their effectiveness when being utilized in the following contexts to obtain a better understanding of where video marketing is most effective.
According to the survey by Demand Metric and Ascend2, the primary placement of videos was on the brand website (81%) – but videos were most effective in the second most popular placement location – video sharing sites such as YouTube (26%). The brand website was in fact, found to be the second most effective distribution channel.
No examination of the use of video in online marketing would be complete without looking to some of the benefits, so let’s dig into the important metrics which highlight the positive results for video marketing:
According to the Online Publishers Association, 80% of internet users recalled watching a video ad on a website they visited within the last 30 days. Of those, 46% took some sort of action after viewing the ad by searching for more information, visiting the advertiser’s website or purchasing the product featured in the ad.
Further examination of other statistics included in the report, supports the evidence that video marketing increases sales and leads. Additionally, it shows that those businesses who are not leveraging video marketing, are losing customers to those who do.
How to Make Video Marketing More Effective
Now that we now know just how important it is to include video in your marketing strategy, let’s examine some techniques for making your videos more effective in driving brand awareness, lead generation and online engagement.
Video Length Matters
Research by Visible Measures said that marketers have 10 seconds to grab the viewers’ attention in a marketing clip. Furthermore, 20% of users will click away from the video in 10 seconds or less. Then, by the 2 minute mark, you can expect to see 60% of users clicking away. These numbers seem to hold true irrespective of the video duration. When it comes to platforms, desktop users seem to have an attention span of around 2 minutes or less, while mobile users seem to stay a little longer, around 2.4 minutes.
In order for your video marketing efforts to be truly effective, in addition to being engaging right from the start, it’s important to pay attention to your video analytic data to gain insight into user behavior. You can then tweak and improve your messaging.
New Trends in Video Distribution
The next important factor is where you place your videos. One of the major trends important to note in video distribution is YouTube’s declining market share. An increasing number of content marketers are opting to upload their videos directly to Facebook, rather than publishing them to YouTube and sharing the links on Facebook. See the illustrative graph below from Social Bakers.
Share of interactions
The end result is that Facebook is retaining traffic at YouTube’s expense. Keep this in mind when deciding where and how to post your videos.
Quality Content
Next is the quality of your videos. As with all forms of content used in the marketing mix, quality counts. Here are a few tips for producing stellar video content which not only engages users, but can offer SEO benefits as well:
⦁ Video content should solve problems and provide new information
⦁ Make videos user friendly
⦁ Use interactive elements
SEO Content
You spend a lot of time and energy creating video for your audience, so make sure that you make the most of it by optimizing it for search. Well optimized and relevant videos can deliver traffic over a long period of time.
⦁ Use Transcriptions
⦁ Host Videos on Your Own Domain
⦁ Allow Embedding
⦁ Use Keywords
⦁ Create Catchy Titles
⦁ Provide Thorough Descriptions
⦁ Use Tags
⦁ Use Sitemaps
⦁ The Best in Class Video Marketers Agree
The Aberdeen Group’s research study of best-in-class marketers, highlighted that best-in-class firms are not only likely to incorporate video into the content marketing mix, but also that companies making use of video were more effective in content marketing.
Additionally, they reported better performance across several key metrics. The research also highlighted a few other key factors which are worth noting with respect to video:
⦁ Internal / Outsourced Mix of Getting Videos Made
⦁ Make Quality Videos with Good Content
⦁ Videos Must Be the Appropriate Length
⦁ 9% Increase in Conversions for Websites Using Video
New Trends in Video Distribution
One of the major trends important to note in video distribution is YouTube’s declining market share. An increasing number of content marketers are opting to upload their videos directly to Facebook, rather than publishing them to YouTube and sharing the links on Facebook. The end result is that Facebook is retaining traffic at YouTube’s expense. Keep this in mind when deciding where and how to post your videos.
When assessing the market for video, marketing numbers tell the story well. More users, are watching more videos, more frequently than ever. According to comScore, a company which tracks online engagement, just over 45% of internet users viewed at least one video per month, and the average user is exposed to an average of 32 videos per month.
Looking closer, it becomes clear that the average number of internet users who watch video each day has passed 100 million. When it comes to video in the retail space, 90% of shoppers at major retailers indicated that video played an important part in making purchasing decisions. Within companies themselves, video is also proving to be important, as 75% of executives told Forbes that they watch work-related videos on business websites at least once a week.
Video has become a crucial part to any online marketing strategy. A recent report of almost 400 marketing and business professionals, conducted by Demand Metric in conjunction with Ascend2, revealed that 69% of respondents had already begun to make use of video marketing. Aberdeen Group research report which examines how the best organizations utilize video in their content marketing strategies compared with the industry average and companies late to the game, noted that video has become the preferred form of marketing content.
The report acknowledges that video marketing is utilized by over 90% of the companies surveyed and that it is playing an ever-growing part in the content marketing mix thanks to a significant positive contribution to ROI. The research concluded that video marketing was the most popular form of content, followed by white papers and 3rd party research.
How Effective Are the Different Uses of Video?
Although research indicates that videos are being used primarily for building brand awareness, lead generation and online engagement, it’s also worth examining their effectiveness when being utilized in the following contexts to obtain a better understanding of where video marketing is most effective.
According to the survey by Demand Metric and Ascend2, the primary placement of videos was on the brand website (81%) – but videos were most effective in the second most popular placement location – video sharing sites such as YouTube (26%). The brand website was in fact, found to be the second most effective distribution channel.
No examination of the use of video in online marketing would be complete without looking to some of the benefits, so let’s dig into the important metrics which highlight the positive results for video marketing:
According to the Online Publishers Association, 80% of internet users recalled watching a video ad on a website they visited within the last 30 days. Of those, 46% took some sort of action after viewing the ad by searching for more information, visiting the advertiser’s website or purchasing the product featured in the ad.
Further examination of other statistics included in the report, supports the evidence that video marketing increases sales and leads. Additionally, it shows that those businesses who are not leveraging video marketing, are losing customers to those who do.
How to Make Video Marketing More Effective
Now that we now know just how important it is to include video in your marketing strategy, let’s examine some techniques for making your videos more effective in driving brand awareness, lead generation and online engagement.
Video Length Matters
Research by Visible Measures said that marketers have 10 seconds to grab the viewers’ attention in a marketing clip. Furthermore, 20% of users will click away from the video in 10 seconds or less. Then, by the 2 minute mark, you can expect to see 60% of users clicking away. These numbers seem to hold true irrespective of the video duration. When it comes to platforms, desktop users seem to have an attention span of around 2 minutes or less, while mobile users seem to stay a little longer, around 2.4 minutes.
In order for your video marketing efforts to be truly effective, in addition to being engaging right from the start, it’s important to pay attention to your video analytic data to gain insight into user behavior. You can then tweak and improve your messaging.
New Trends in Video Distribution
The next important factor is where you place your videos. One of the major trends important to note in video distribution is YouTube’s declining market share. An increasing number of content marketers are opting to upload their videos directly to Facebook, rather than publishing them to YouTube and sharing the links on Facebook. See the illustrative graph below from Social Bakers.
Share of interactions
The end result is that Facebook is retaining traffic at YouTube’s expense. Keep this in mind when deciding where and how to post your videos.
Quality Content
Next is the quality of your videos. As with all forms of content used in the marketing mix, quality counts. Here are a few tips for producing stellar video content which not only engages users, but can offer SEO benefits as well:
⦁ Video content should solve problems and provide new information
⦁ Make videos user friendly
⦁ Use interactive elements
SEO Content
You spend a lot of time and energy creating video for your audience, so make sure that you make the most of it by optimizing it for search. Well optimized and relevant videos can deliver traffic over a long period of time.
⦁ Use Transcriptions
⦁ Host Videos on Your Own Domain
⦁ Allow Embedding
⦁ Use Keywords
⦁ Create Catchy Titles
⦁ Provide Thorough Descriptions
⦁ Use Tags
⦁ Use Sitemaps
⦁ The Best in Class Video Marketers Agree
The Aberdeen Group’s research study of best-in-class marketers, highlighted that best-in-class firms are not only likely to incorporate video into the content marketing mix, but also that companies making use of video were more effective in content marketing.
Additionally, they reported better performance across several key metrics. The research also highlighted a few other key factors which are worth noting with respect to video:
⦁ Internal / Outsourced Mix of Getting Videos Made
⦁ Make Quality Videos with Good Content
⦁ Videos Must Be the Appropriate Length
⦁ 9% Increase in Conversions for Websites Using Video
New Trends in Video Distribution
One of the major trends important to note in video distribution is YouTube’s declining market share. An increasing number of content marketers are opting to upload their videos directly to Facebook, rather than publishing them to YouTube and sharing the links on Facebook. The end result is that Facebook is retaining traffic at YouTube’s expense. Keep this in mind when deciding where and how to post your videos.
Research Executive at VirtueNetz
Rocco B.
Fun To Be Social
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