Internet Marketing Tip: Use (more) videos

Video is not just an engaging content format that’s easy for people to ‘digest’, it’s (now) also easy for you to post on multiple platforms. It’s an effective marketing strategy to build trust by showcasing your personality and expertise and if you can’t create them, leverage existing content to achieve the same outcome as noted (and done) below.

The numbers speak for themselves:

  • Video streaming now accounts for 80% of all Internet traffic.
  • Over 1 billion people use YouTube (Which is ⅓ of all Internet users) 
  • Just including the word ‘video’ in an email subject line, the click-through rate increases by 13%. (Mentioning it’s ‘short’ duration further improves CTR)
  • Research claims video viewers retain 95% of a message compared to 10% when reading text on a webpage.

4 ways video marketing can help you grow your business

1. Improves your all-important SEO ‘ranking’ with Google

Google loves video. A website is 50+ times more likely to be ranked on page 1 of Google if it includes a video. This is because video engages visitors so they are more likely to stay on your site longer, at least the duration of the video. 

2. Establishes trust and builds confidence

Trust is key for online success. Video is a powerful tool that allows you to connect with clients on a more emotional and personal level, this is especially true if you are the primary presenter, but this is not a must IF you collate and curate content that is valuable to your audience.

3. Showcases your unique selling proposition (USP) 

When you decide to post a video, you’re showing your audience who you are and why they should see you as an expert or source of knowledge. Use it wisely.

4. Increases engagement 

Videos generate 12 times more engagement than the combination of text and static images. People love sharing, liking and commenting on good videos because it reflects well on them. It’s win-win-win.

4 examples of the types of videos you can create or leverage 

  1. How-to explainer videos 

2. Demonstrations 

3. Tips and tutorials 

4. Live videos 

This one is longer than usual, but captivating because it’s LIVE and UNEDITED.

Tips for leveraging effective marketing videos 

Before creating or leveraging an existing video, ask yourself a few questions: 

  • Who is the video for (ideally, create a Persona)? 
  • Where are you posting it? 
  • How long should it be? 
  • What is the value for the viewer?
  • Does it add to the conversation you’re having with that audience/persona?

Important video characteristics that make a difference:

– Subtitles: Many people watch videos without sound, subtitles make for a more engaging experience and makes it easier to follow, especially for non-native language viewers.
– Length: Studies show the optimal length for a marketing video is from 60 seconds on Instagram to 2 minutes on Facebook and YouTube.
– The thumbnail: Thumbnails (the still image on the video before it plays) helps entice people to press play and watch – it should give insights about the video content. So make sure you use big, bright and clear fonts or imagery that catches the eye.

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