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Video marketing is a necessity, not luxury

Video marketing is a must-have for digital marketing.  There should be no debate.  In this post, we want to state why this is the case before looking at a brand that is embracing video content by putting it at the heart of its smart proposition.

Video marketing stats

As we highlighted in a previous post, there are so many stats out there that to disagree with this post’s headline then you must be, simply, anti-video.  Indeed, 76% of marketers now intend to incorporate video onto their websites.  And of this 76%, 51.9% actually consider video as delivering the greatest Return On Investment.

Video marketing necessity post feature image

Ok, so forget about “marketers”.  Let’s look at it from the perspective of the customer.  Again, the evidence is clear: shoppers who view video are 1.81 times more likely to make a purchase as result.  By 2017, video will account for 69% of all consumer Internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled.

Video content is the driving force

Content marketing has been the vogue term amongst marketers for a couple of years now.  Well, video content is not just the future of content marketing, but the present.

Just type in “video marketing” to Google and you will see what I mean.  The first search engine results page (SERP) is dominated with posts and articles from the likes of Forbes, The Guardian UK national newspaper and ReelSeo telling you why.  A Forbes magazine article early this year even went so far as to state that:

This year has been called “The Year of Video Marketing”

If you have a look, then you’ll see that Google’s first SERP is full of trends and insights-based research about online video consumption.  Digital marketing and video content were made to be together it seems.  This wasn’t, for once, driven by brands or a funky new hype (e.g. Periscope, although this does seem to have a lot of merit and could well be here to stay); it was driven by the consumer.

Currently, time spent with digital video exceeds time spent with all other listed digital platforms, including Facebook.  It’s therefore clear that video has altered the digital landscape and changed the way people consume media on a daily basis.

Whether on their phone, tablet, digital signage and TV… globally, consumer Internet video traffic will be 80% of all consumer Internet traffic in 2019.

 As Google’s Zero Moment of Truth (ZMOT) shows in the image to the right, purchasing behaviour is being heavily influenced by digital research:

“Google studies prove that the average shopper connects with 10.4 sources of information before making a decision.  The digital journey gently influences them through the decision making process before they finally take action.”

Significantly, video influences and interrupts decision-making like no other medium or channel.  Video disrupts the purchase habit and influences the decision-making process before action is taken.Even though people do watch videos that are longer than the “norm” of 2m30s or even 3 minutes, short-form video is especially vital for sharing:

  • The first 10 seconds of a video is crucial to capturing attention. 20% will click away after this time and 45% click away after 60 seconds (Comscore 2014) Google ZMOT image
  • 37% more likely to share videos if 15 seconds or under, compared to those between 30-60 seconds (Comscore 2014)

But this particular post is not for debating the anatomy of the “perfect” video or what makes it go viral – that’s another can of worms that we’ll open in due course later this year!

Outlining the obvious about video

There is just no comparison in the content marketing world in terms of pure potential reach.  YouTube has in excess of one billion unique visitors every month.  Which is more than any other channel, apart from Facebook. Furthermore, one in three Britons view at least one online video a week.  In just the UK, that means over 20 million people…each week!

Without wishing to overstate the obvious (and bore you with stats overload), beyond connecting with consumers on their terms and delivering content in a form that they want, video is excellent for these four core digital marketing components:

  • SEO – when synced in with social media activities, videos have 41% higher click-through rates in universal search results than plain text.  So, while video will boost your search engine rankings, you achieve a double whammy of being clicked on more by virtue of being higher in the SERPs!
  • Website – research from Comscore indicated that brands experienced an average increase in dwell time on their website of two minutes.  You want a sticky website, then stick a video on it!  (By the way, we can audit your existing website to improve traffic retention, repeat visits and conversions quickly and cost effectively.)
  • Social media – notwithstanding how 500 years of YouTube video is watched on Facebook alone(!), Instagram and Vine are proof of the value of short-form video, while YouTube videos can be watched directly in the Twitter stream too.  So what are you waiting for?!
  • Email – this is an interesting one to make this list, but email marketing is still a staple part of the marketing diet.  And the stats complete the argument:  GetResponse investigated 800,000 emails and deduced that there was a 5.6% higher open rate on average of those that included video.  However the cherry on the icing on the cake lay in the click-through rates: there was an incredible 96.38% higher click-through rate for emails went with video than without! Monday 7th AM post

And this leads us to the final stages of this blog post by going full circle on what we said at the start.  We’ll now take a look at a very cool new brand that has made online video its website’s focal point.  How To videos are huge on YouTube, and Curious How is set to capitalise.

Curious How is an intriguing blend of health and fitness, food, and beauty How To videos for those curious about getting fitter and stronger, making culinary delights easily, and looking beautiful.  From getting ripped abs at home, to tips on hair styles, or even cooking a home made Thai green curry…Curious How has it covered.

Only a month old, it already has a host of videos in each of its categories: “Fit and Well”, “Foodies”, and “Beauty”, with a  healthy number in its “Business and Life” section too.

And there are plans afoot, we’ve heard, for more categories being launched in the future as Curious How grows and develops.  Its aim, after all, is to become the global go-to place for all How To, curiosity related content.

Curious How have made the necessity of having videos on their website their complete business model.  They are leveraging a number of social media platforms, including Facebook, Twitter and Pinterest in which to drive traffic and revenue to their website. Their website comprises of content that is all video-based, and mimics an online TV channel.

Vloggers (large and up-and-coming) are encouraged to become part of the online community by publishing How To videos to the Curious How website.  This means that the vloggers are attracting more eye-balls to their content and traffic to their site.  A great proposition for raising their brand awareness and authority on their specialist subject(s).

For Curious How, it also means there is always a constant stream of new and unique content being published on the site.  The content is then posted out on social media channels regularly to generate further traffic.  It’s a win-win proposition for vloggers and Curious How alike!

Ripped Abs

For example, the snapshot above is from the video “How To Get Ripped Abs At Home”, which you can view here.  The video explains simply how to get ripped abs with killer exercises you can do anywhere and anytime you want.

As a case in point, if you type into Google “How to get ripped abs?” the majority of the content is text-based or maybe some static pictures showing you various positions, but not video.

So Curious How certainly have applied the need for videos on websites in driving traffic based on users search terms. In just 4mins I can understand what it takes to get some.  I’d better get cracking then as these abs aren’t what they once were…

Dan Purvis
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Dan Purvis

Founder & Director at Communications Axis
Dan Purvis is Founder & Director at Comms Axis, a fast-growth, full-service marketing agency specialising in content marketing, social media and digital marketing for businesses of all sizes.

Dan Purvis is passionate about the philosophy behind Comms Axis: we bring content, marketing and sales together to connect businesses with their audiences.

We pride ourselves on delivering tangible business value and ROI alongside excellent customer service. We work with a broad range of clients and industries, from B2B to B2C, from technology to cosmetics, from start-ups / SoHos to pan-European and global brands.
Dan Purvis
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  1. Nice tips there Dan. I totally agree with you in almost every point you bought in on video marketing. We have been testing videos for a while now and compared to the traditional content, it is way more loved. What is needed is a strategy to get the videos to more audiences. We are still to test the powers of videos hen it comes to conversions. thanks a lot for sharing the tips.


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