The impact of video on marketing 

We put together a series of five blogs to help businesses plan their social media marketing:

1. Five mistakes you make in social marketing
2. The impact of video on marketing
3. The mistakes you make in social media marketing
4. Does social media work for your business?
5. Tested ways to boost content marketing in social media [Finland adaptation]

Today, video marketing is one of the fastest-growing forms of content marketing in both consumer and B2B marketing. Using the latest technology, it is possible to create even more sophisticated moving images and visual effects for marketing. 

In this article, we’ll explain why companies should now, at the latest, include video as part of their content mix, especially in social marketing.

What are the benefits of video marketing?

Effectiveness

Videos tell your customers more about the benefits of your product or service than a traditional visual advertisement. This is because videos appeal to more of the human senses. 

Traditional newspaper advertising uses the human sense of sight, while radio advertising uses the sense of hearing. The ad, which can be heard and seen, has remained in the human mind 80% of the time. The proportional figure is only 20% for information seen alone and only 10% for information heard. 

So videos stay in people’s minds longer and more strongly, and at the same time reinforce the purchase decision.

Targeting potential customers

Today, video advertising reaches a highly targeted audience on Facebook and Google, especially on YouTube, which offers excellent targeting. By targeting the right audience at the right time, you can easily reach potential customers. 

Targeting should be well planned according to the product/service to be promoted, objectives, budget, target audience, and ad revenue. When looking for a suitable targeting method, it’s worth trying A/B testing. Testing will help you to find out which types of targeting work best for each ad. 

Also, keep in mind not to set too many targeting requirements. In that case, you may cut your audience too small, and your ad won’t show enough.

Real-time analytics

One of the significant benefits of video marketing is the ability to track analytics on video views. If you use YouTube or Facebook, you can track how long a video has been viewed, how many times it has been viewed, and where the traffic is coming from. 

Additionally, the analytics show the breakdown of age and gender, how many times the video has been shared, and what kind of comments it has received.

High engagement and visibility

Videos are a powerful way to get audiences to engage, like, share and comment on a video. Videos can be up to ten times more engaging than blog posts or other social media posts.

Videos are also worth adding to websites, as they have been shown to increase the length of time visitors spend on a website. Further, rich content on a website gets better search engine optimization results. So, you will appear higher in Google search results. 

Videos attached to emails have also been shown to increase click-through rates by up to 2-3 times.

Finally

Videos work best in combination with other content marketing techniques. A high-quality video alone is not enough; it needs a broader set of content alongside it. The effectiveness of the message also increases when several different channels are utilized simultaneously.

Video marketing can start with a product launch, a company presentation, or a customer testimonial. You should also take advantage of the different events where you are present as a company. These are excellent places to start with video marketing.

For video advertising, we recommend using Google and Facebook. Incorporate videos into your content marketing now!

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