Why content video will be the new king in Inbound Marketing?

2018/04/27 10:25

video marketing content


Gone are the days when content was the king! Websites are not just limited to text these days, video has taken over. The possibilities for effective marketing strategies are limitless, for example, videos, slideshows, infographics are all great options. However, video rules the charts. Ever since YouTube came in the picture, it paved the way for displaying creativity. As YouTube grew, other companies like Vimeo, Vine, Amazon, Netflix also jumped in the bandwagon.

In 2018, videos are expected to take up 79% of the consumer internet traffic. Videos have the visual appeal and fun quotient that brings more exposure to the brand. Like content, videos also yield great results, for example, 87% of online marketers use video content. 2018 is a great year for businesses who are engaging in video marketing. It is the most important and influential tool for marketing. Whether it is video testimonials or video advertising, videos are increasingly becoming a form of viral marketing. Many companies are targeting customers to direct them to their products and services and allow users to consume content they want to see.

The smartphones we are using currently, Wi-Fi, as well as better 3G/4G networks have enabled us to remain connected and watch content as we go. We no longer need to wait for ages for buffering. The social media platforms like YouTube, Facebook, Instagram are focused on video, especially auto-play videos in the feeds. Videos have a greater reach and offer immense potential for brands to connect with consumers. Content marketing is all about building trust and developing a relationship with the audience. Through video marketing, the brand is likely to build trust, develop a long-term relationship and evoke emotions.

Why are videos important?

  • 55% of people watch online videos every day. ( MWP )
  • 52% of marketers believe video is effective for marketing
  • Snapchat users watch over 7 billion videos every day.
  • 82% of Twitter users watch videos on Twitter. (Wordstream)
  • 8 billion video views are generated on Facebook every day.
  • As per YouTube statistics, video consumption on mobile increases by 100% every year and around 300 hours of videos are uploaded every minute.
  • 5 billion videos are watched on YouTube every day.
  • According to Cisco, by 2019 global consumer Internet video traffic will account for 80% of all consumer Internet traffic.
  • In a recent study, 82% of consumers said they favor live video over other types of social posts.
  • 81 % of businesses have started using content video marketing. (Wyzowl)
  • Out of the 63% of businesses, 82% feel video marketing is important for their marketing strategy and 83% feel it gives them a good ROI.
  • Video content has 12 times more shares than both text and images.
  • Viewers retain 95% of the message when they watch a video and only 10% when they read it.
  • 69% of digital media engagement happens on mobile platforms. 

Why is video marketing so popular?

  1. Customer conversion rate and ROI

As per Adélie Studios, companies using video marketing see 41% organic traffic than those who don’t. Videos not only bring traffic but also helps in converting the traffic into customers. Landing pages with videos have 80% more conversions and home pages with videos have 20% more conversions.83% of the businesses feel that video marketing gives them a good ROI. 51.9% marketers agree video offers them the best ROI.

Moreover, influencer marketing is trending these days and influencers on social media platforms like Instagram and YouTube have a broad reach. People relate well to the content creators. Brands using personalized videos have a better customer conversion rate.

  1. Connection with audience

By watching videos, consumers retain 95% of the information while reading has only 10% retention rate. 65% of users watch more than three-fourths of a video. Customers not only retain the information displayed in a video but it is also a powerful tool to evoke emotions. Brands have since long utilized the power of emotions to sell their products and this strategy works even better with videos. An emotional video can subconsciously affect a consumer to buy a particular product. According to Wyzowl, in a survey, 74% of the respondents were convinced to buy a product after watching the brand’s video.

  1. Easy to create

It’s no longer difficult to churn out quality video content. Earlier creating videos used to be a time-consuming process with expenses of thousands of dollars. But now the production of videos is quick and simple. Many companies offer affordable tools to make creative videos and you can also create good videos with just your smartphone.

  1. E-mail click-throughs

Brands that send emails with a video can have a click-through rate of 96% (Insivia). By including videos in your email you can generate brand awareness and increase conversion rate. Having videos in emails helps brands in keeping the viewers engaged, it is time-saving and also visually appealing.

  1. Social shares

Mobile viewers who watch the videos are highly likely to share the content they like with their friends. If you create meaningful content, viewers will share your posts and give a stamp of approval to your brand. That is good for marketers who can make quality content for users and ultimately reach potential customers.

  1. Appeals to mobile users

People no longer use desktops or laptops for watching videos. 90% of people watch videos on their mobile. Facebook and Instagram also have auto-play for videos and as smartphone users have increased, the audience also has increased. As per Google, 50% of YouTube viewership comes from smartphone users. Millennial users are twice as likely to watch videos with full attention if they are watching it on mobile rather than on TV.

  1. SEO

Videos are really good for your SEO as visitors spend more time on your website. It gives a good ranking to your website. By having a video embedded on your website, you are 53 times more likely to show up in Google search results. It is also important to note that your website should be optimized for SEO for best results.

How to build a successful video marketing campaign?


  1. Understand your audience and gather consumer insights before you launch your video to craft the right message.
  2. Build a story about the product you want to sell and place a URL at the end of your video to increase conversion rates. By appealing to the desires of your consumers, you can woo the consumers, you can stand out from the rest. It is definitely annoying if you come up with the same sales strategy that others have.
  3. Make short and sweet video to steal the attention of your audience. Your video should immediately appeal to the user and make them watch the entire video. The video should evoke some emotion may be a fear of missing out or humour. Remember that one-fifth of your users will click away from a video within 10 seconds or less (Video Brewery). So make those 10 seconds count!
  4. Don’t make the video too serious. Take risks, make your audience laugh and transport them to a new world. Take a chance on being funny and make your videos edgy and entertaining.
  5. Ensure that your videos are optimized for SEO and have the relevant keywords to increase the likelihood of maximum hits.
  6. Create measurable KPI for your marketing campaign and do A/B testing to understand the users’ expectations.
  7. Choose the right platform to present content to your audience. The platforms like Twitter, Facebook are good for live videos, short videos and the content you need to sell immediately. YouTube is good for long-term videos and it can be used by marketers to create a mini-series of videos. It is also a good platform to attract the audience through SEO.
  8. Last but not the least, create a video that’s not only effective but also affordable.