Why Video Marketing Works – Everything You Need To Know

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Author: Matt Jasper
Date: May 29, 2021

Video Production For Your Business

While there are many things a company needs to do to be successful, one of the most essential tasks of them all is to stand out from your competition. One of the easiest ways to do this is by creating a brand story through engaging content. Stories teach us complex information in an easy way, tell us who we should trust, and play on our senses. While there are many ways to tell a story or create engaging content, one of the most popular is video marketing.

A behind the scenes look at the video production process of The Jasper Picture Company in Melbourne
A recent image from St Vincent's Hospital in Melbourne

From television advertisements and interactive billboards to Tik Tok, Snapchat, and YouTube, videos have taken on an important role in our lives. In fact, more than 82% of Australians have watched an online video in the last four weeks. Video marketing is no longer just a tiny piece of a more comprehensive marketing strategy; it's now absolutely essential to your campaign and outreach efforts.

If you're not using video marketing, you're not likely to receive the outreach you're looking for. However, there's always room to improve your marketing tactics. In this article, we'll explain what video marketing is, why it works, and how to ensure your brand is ready to navigate the world of video and video production.

What is Video Marketing?

Video marketing is when you use videos to sell your services or products, reach your audience in a new medium, educate your clients, or increase your engagement on social media channels. This type of marketing will not go away anytime soon and is only predicted to grow as more people buy a mobile device. More than 63% of businesses have already started using video content marketing in their advertisements to grow their brand with newer customer expectations.

Video is critical to your strategy because it's easy for your consumers to digest, you can measure your results, and it leaves an impression on your customers. It's not only an easy way to connect with your audience, but the format is perfect for gauging the success of your marketing campaign. It's easy to track how your audience interacts with your content, allowing you to make informed decisions on how to adjust your strategy to yield the best ROI.

Why Does Video Marketing Work?

Besides providing an entertaining medium, there are tons of perks to using video marketing in your digital strategy. The statistics alone on the success of video marketing highlight why so many companies choose this form of advertising and why your business needs to integrate it too.

  1. People Crave Videos

In an era where videos run social media and the internet, customers strongly prefer this form of marketing. Many people won't interact with social images, newsletters, e-mails, or blog posts from companies. Instead, they prefer video content from brands. When consumers are looking to purchase something, they'll use various methods to find the best products, such as looking at reviews, visiting your website, or using a search engine.

Well-made video production content provides a summarized, easier-to-digest version for your clients to digest what it is you do and how you're better than your competitors. In fact, 90% of customers say that a product video will help them make a buying decision. Not only are you growing your revenue through video marketing, but you're making it easier for customers to understand and grasp your products or services.

  • Search Engines Rank Videos Higher

If you're looking to boost your ranking on Google, videos can be a great way to achieve this. One of the leading Google ranking factors is known as dwell time. Dwell time refers to the amount of time your visitors spend on your page after finding it on Google search. The longer they spend on your webpage, the higher your results will be.

Studies have found that dwell time increases if the video is integrated into the webpage. This is because customers are lingering on your page to watch your videos. In fact, the average internet user will spend 88% more time on your website if it contains some type of video content.

Besides user interaction, Google has prioritized videos when it matches specific keywords. For example, if you search "How to Apply Lashes," you'll notice videos pop up before text results. If your keyword does not already have a video or has very few videos in Google's search results, this is a great way to boost your ranking in a particular keyword to outrank your competitors.

  • Video Production Content Reaches Decision Makers

If your content isn't reaching the person who makes the purchasing decisions in a company or household, you're not running an effective video campaign. Did you know that business executives actually prefer videos? More than 65% of senior executives have stated that if they have the option to choose between a video and text on a specific topic, they would prefer the video over text. If you want to increase sales on your services or products, use video marketing instead of bulky text as an easy way to get the attention of those who make a purchasing decision.

  • Video Builds Trust

Building trust is the foundation of converting your potential clients into paying clients. If potential clients don't trust you, they're not going to spend their time or money on your products or services. Instead of simply trying to sell your products through text and pictures, provide them with useful or interesting information through video.

Using video content engages your audience, speaks to potential clients, and grows trust in your brand. One of the biggest issues customers face when purchasing online is buying something that won't actually work. However, when you use video marketing the right way, you can help alleviate any of these fears and present your products in an engaging way to gain the trust of your audience.

  • Video is Easy For Mobile Users

There were more than 4.28 billion unique internet users in 2020, which means that more than 90% of the global internet population uses a digital device to go online. Customers use their phones to find everything they need, and if an online source isn't loading fast enough or doesn't hold their attention, they'll move on to the next webpage. Video marketing appeals to mobile users because it's already adaptable to smartphones. Not only are videos easy to open on mobile devices, but they're simple to watch on the go. By providing videos on your webpage, you can help customers find the solutions they need while growing their connection to your brand.

Variety of Options

There are endless possibilities when it comes to creating videos. You can make a video showcasing your brand, demonstrating your product, highlighting an event, and so much more. Each type of video provides unique value to your customers and draws them into your brand or marketing. Here are some of the most common video marketing videos you can create:

Emel Berdilek in front of the camera when she is normally involved in video production behind the scenes.
The Jasper Picture Company camera operator Emel in front of the camera.
  • Brand Videos: Brand videos are a fantastic way to showcase your companies' services, products, vision, and mission in an easy-to-understand format. Brand videos help show potential customers what makes your company special.
  • Demo Videos: Demonstration videos are a great way to show how your products or services work. These videos allow you to show how your product can be used at home, how to integrate your software into their business or life and even demonstrate the benefits customers will receive from purchasing.
  • Testimonial Videos: Customers rely heavily on reviews or testimonials to make their purchasing decision. You can showcase video testimonials of happy customers to prove just how effective your service or product can be.
  • Personalized Videos: Instead of responding to client inquiries via text or e-mail, customized video messages offer a unique take to engage your customers. Customized videos are an easy way to demonstrate your products, provide recommendations, as well as provide a memorable way to connect with your customers.
  • Educational Videos: Do you sell a product or service that's hard to understand or utilizes new technology? Using educational videos is an easy way to teach your audience how to use your services in an easy-to-digest format.

While those are just a few examples, there are even more videos ideas and formats you can integrate into your video marketing to reach and engage your audience.

The best way to get started is to work with The Jasper Picture Company, one of the leading video production companies across Australia. Working with a video production company is a guaranteed way to find the results you're searching for from your video marketing campaign. Set up a call today to find out how we can work together to create the video of your dreams.

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