Why Video Marketing on Facebook, Twitter and YouTube is So Powerful
A few days ago, I went to a rather large party organized by a couple of friends. It was quite a cool party, until somebody started to show his favorite YouTube videos on the host’s laptop. He destroyed the party. All eyes were suddenly on the screen.
We at Filestage thought carefully about this situation and its effects. If a video is able to crash an entire party, then what does this mean for marketing? What impact could a video have online, with an unlimited audience? Let’s have a closer look at the potential of video marketing.
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Why Video Marketing is the Key to Success
Videos and video marketing should be a profitable part of creative people’s daily life. This is confirmed by the fact that YouTube, with more than 3 billion searches a month, is the second largest search engine in the world. Uploading your video on YouTube could be a big advantage for your company, not only by increasing your attendance, but also by positively impacting your company’s overall success. But be aware of your competitors! 300 hours of video are uploaded to YouTube every minute. It’s tough competition. Here are a few important and fantastic facts you should set your focus on!
“Today’s video marketing is one of the most powerful tools of our time, cause it’s easy, fast and times more efficient to catch your audience emotionally.”
Christian Hirth, Langmatt Filmproductions
Everybody Likes Videos
Of course we’re all busy. Because of that, we all want to get informed in less time and with less effort. Videos are the best tool for it. 78% of Internet users watch online videos every week. 55% watch online videos every day. This means there’s an enormous potential to reach new and old customers through video. That is the basis you should set your focus on.
Inspire Executives with Video
Video marketing is not only for hip consumer brands. It is a great way for B2B firms to reach CEO’s. Getting the attention of executives is never a disadvantage. This strategy could be helpful for ad agencies on the hunt for the next client or freelancers looking for cool projects.
75% of executives told Forbes that they watch work-related videos on business websites at least once a week. 50% watch business-related videos on YouTube. And the best thing is: 65% visit the mentioned website after watching a video. So use videos to enthuse executives and grab attention.
With videos you can tell your story to executives in less than 60 seconds. Don't miss that opportunity.
Make it Easy to Understand
Videos are an easy way to make something comprehensible. This is something everybody notices in today’s world of “how to’s”, tutorials and other content that is intended to solve a problem. According to Forrester research, a minute of video is worth 1.8 million words. Unbelievable! Imagine you want to change car tires. A few years ago your dad was the expert. Now it’s YouTube. Videos always give you a visual look on the current steps. Thus we feel self-assured that we are on the right track.
Don’t Miss the Mobile Boom
These days everything relating to the mobile Internet is of crucial importance for vendors, publishers and any other content providers. Online videos account for 50% of all mobile traffic and more than 57% of all consumer Internet traffic. Believing in forecasts, numbers will rise up to 69% by 2017 and 79% by 2018. So you can see why it’s vital that you make it comfortable for users to watch your video on their mobile devices.
„Brands are turning into media by establishing their own communication platforms. Moving image formats can frequently offer interesting solutions. They make emotional and sensitive communication accessible for brands while creating personal accounts and allowing deep insights.
Christian Dosch, Film Commission Region Stuttgart
Improve Your Onpage SEO
One of Google’s search ranking factors is the average time visitors spend on your website. By producing short, informative videos you can generate not only heavy traffic for your website, but you can truly increase the time your visitors (or paying customers) spend on your site. Research says that Internet users spend 88% more time on a website with videos. Seems like a legitimate trick to increase your website power.
Take People to All of Your Content
Another helpful fact is that 26% of Internet users look for more information after viewing a video. Assuming you are aiming for more attention, this is a powerful fact (who isn’t aiming for more attention on the Internet these days?). It basically means you can build great campaigns based on video content. Equally, freelancers can leverage attention for their projects. Seize your chance!
“Pictures can say more than 1000 words and that in a matter of seconds. Add the power of music or sound design and you have the ideal marketing tool. Simple and extremely effective!”
Lawrence Richards, Indievisuals Film & TV Products
Make People Remember Your Product
In case you get people to watch your video, you can include video advertising. 80% of Internet users remember the video ads they watched online. Nowadays websites are overfilled with ads and alleged quality content. Nobody can or wants to read everything. But if your ads are moving, they stick.
We remember visual images much easier and better than words.
Make People Buy Your Product
Converting website visitors into buyers is where providers often get stuck. Videos could help to solve this problem. 12% of watchers purchase the specific product featured in an ad. Imagine your video is going viral and cracks 100.000 Views. Jackpot.
“Video marketing is vital for any business as it adds a distinguished layer and emotional impact to your corporate appearance. Using filmic storytelling as a marketing tool separates the true changemakers from the utter salesmen.”
Dennis Honold, Cinematography
Include Videos in Your Email
Placing videos in your emails greatly increases click-through rates. The Forrester marketing group found that rates increased by 200% to 300%. Just using the word video in a subject of an email boosts open rates by 19%. Even if a video is not your main purpose, it can help you to make clients open your email. You are likely to see a 51% increase in subscriber-to-lead conversion rates when video is included in an email.
Start Now and Use the Video Power
Now that you’ve seen how powerful video marketing can be, you are probably full of excitement. You want to go out and pimp your marketing mix with video. But wait, how do you do that?!
No worries. I will guide you through the most important facts about producing a video.
You cannot wait to start with video marketing? Hold on, we need to cover some basics first.
How to Make a Video Viral
Of course it is great if your video goes viral, hitting several millions of views. But just choosing the right content isn’t enough. There’s a bit more work you need to do. You can start small, within your special target group. Who do you really want to watch your video? What do they like? What inspires them? If you manage to generate curiosity among your target group and your consumers, they will interact with your video. And that leads to conversions.
First of all, you need to reach out to online influencers in advance of your launch. Choose your key influencers early, and choose them by their real interests, not only by their outreach. On top of that, you always need to be transparent about your mission.
The Length of Your Video
Generally speaking, the shorter the video, the better. Of course, that shouldn’t be your intention. It depends on the topic and content of your video. But one thing is certain: Nobody watches an 11-minute video to solve a small problem. Vine videos, one of the most successful video-based apps, are just 6 seconds long. To keep the best of your video, a video review software can also be very useful!
In order to go viral your Video has to arouse emotions. It doesn’t matter if these are positive or negative emotions. Either way they are a vital component of videos that get shared. If no emotions are aroused, why should anyone be bothered to copy paste a link to a Facebook wall, message or email? Think hard about what arouses your emotions. If viral videos have one thing in common, it’s the fact that emotions are created!
The most important emotions connected with viral success are surprise, anger, disgust and anticipation (or a combination of these emotions). The mix of emotions makes it easier for us to remember what we have seen.
You could argue that nobody wants to be upset or worried about something. And who wants to see disgusting things? But all of these mentioned emotions generate similar feelings inside of us: We want to share or report what we have seen.
Your Platform (YouTube, Facebook, Twitter & Co.)
It isn’t enough to simply post a video on YouTube. It is essential to understand the mechanisms behind it. Here is an example: As you can imagine, being featured as a top video on the homepage and browse page of YouTube is helpful to extend your viewership. It makes it easier to find videos within one category for example ‘pets and animals’, than for videos of another category like ‘comedy’ or ‘entertainment’. The views you need to make it to the leader board range from 150k to 1 million.
So be aware of the different properties of each platform. That is important to be successful! Analyze users and their behaviors and act like them!
Enough theory. Now go play with video marketing!
Why Video Marketing is the Key to Success
- Video marketing is the key to success. There is no success without videos in your marketing strategy. It’s the key!
- Everybody likes video. With great videos you can catch everybody’s attention! Even executives.
- Videos can help you solve complex problems in less time. Videos make things easy to understand.
- Don’t miss the mobile boom. Make it comfortable to watch videos on every device.
- Make it easy to understand. With videos it’s easy to lead consumers to all of your content. Build bridges!
- People will remember your product if you include video advertising. If they remember, there is a high probability that they will buy too.
- Include videos in your email. By including video in your email flow your rates will explode.
How to Make Your Video go Viral
- Choose the right content. First of all you should hit your target group. Ask yourself these 3 questions:
Who do you really want to watch your video? What do they like? What inspires them?
- Choose the right length. This depends on content and purpose. Always remember: The shorter the better!
- Arouse emotions. The most important feelings for viral success are: Surprise, Anger, Disgust, Anticipation, Emotion Mix
- Choose the right platform. Each platform has different properties. You should know them and act accordingly.
To give you one last piece of advice: combine your video knowledge. As videos quickly lose their drive, it is important to focus on all those tips above at the same time. They will work their best if they are used as a combination.
I look forward hearing about your thoughts and approaches using video. I encourage you to comment and share this article.
Julian Sieber is a marketing associate at Filestage. He thinks that through exciting people, marketing is no more like selling.