10 Reasons You Should be Marketing with Online Video

10 Reasons You Should be Marketing with Online Video

by Kirstie Jeffries

Posted on July 16, 2015 at 06:00 AM

Online video is undoubtedly one of the most effective forms of digital marketing. 89 million people in the United States are going to watch 1.2 billion online videos today (ComScore), and 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions (Invodo). The numbers are clearly there, but here are 10 reasons you should be incorporating online video into your digital marketing strategy.

1. Video is memorable
Images and text can be captivating, but videos, complete with intriguing visuals, music, and, most importantly, narratives, will stick with viewers far longer than most media. Moreover, studies show that online videos are 38% more memorable than TV ads.

2. People love sharing videos
People enjoy posting links to entertaining videos on their social media accounts or sharing their favorite videos when gathered around a computer with friends. This is particularly true when the video represents their personality, world-view, or sense of humor. People want to be a bearer of quality content and be acknowledged for the entertainment they share. Users sharing video on retail and brand sites chose Facebook 46 percent of the time, with email accounting for 40 percent and Twitter capturing 14 percent of shares (Invodo).

3. Online video can be extremely creative
With online video, there’s no limit to creativity. Beyond the creativity found in traditional media’s well-written scripts and impressive effects, online video can do virtually anything. Challenge your company to go above and beyond by producing interactive videos, using the Facebook API, allowing fans to choose plots, and more. Plus, online video can get away with more provocative or irreverent content than TV ads and isn’t restricted to traditional formats or :15, :30, 1:00 lengths.

4. People like entertainment
Simply put, people like being entertained. Online video, when done right, can be highly entertaining. When you make your customers happy, they’re more likely to buy from you.
5. It’s the gift that keeps on giving
Online videos can have an indefinitely long shelf life. Unlike TV commercials, once a video is created and uploaded, it can stay online eternally without any extra costs, allowing people to view it long after production, benefiting your brand even years down the line.

6. People are visual
65 percent of people are primarily visual learners, and visuals have high appeal to everyone. Video, of course, is one of the most visual forms of marketing, and your customers will respond well to it.

7. Online videos can be re-purposed as TV spots
Online videos can also be used for television commercials. Measuring the videos’ online success can help determine which should be made into TV spots and how much you should spend to air them.

8. Search engine optimization for online videos can be incredibly effective
Major search engines like Google feature blended search results, displaying videos, images, and other content among text-based links. Understanding SEO for videos can rocket your brand’s video to the top of results, bringing your message to a massive number of people.

9. Technology is becoming increasingly video-friendly
Most of us can remember a time when streaming video didn’t even exist or when videos took seemingly forever to load. Nowadays, high-resolution videos stream almost instantly, and they can even be accessed from our pockets. Videos are becoming easier and easier to watch and share, and video technology will continue improving rapidly in coming years.

10. Videos spark conversation
If a viral video is engaging enough, people will want to talk about it. They’ll post about it on their blog, Facebook, Twitter, or Pinterest, they’ll discuss it with friends face-to-face, and they’ll leave comments directly on the video. Inane YouTube comments may often make us want to bang our heads on our desks, but engagement is engagement. By interacting with your marketing, your potential customers are interacting with your product and will be more likely to purchase from your brand.

For these 10 reasons, as well as many others, online video is an essential aspect of any marketing strategy. When done well, video can dramatically increase conversions and make your campaign a major success.

Does your company utilize online video in your digital marketing strategy?

About the Author

Kirstie Jeffries