In today’s digital world, it is becoming increasingly important to stay updated with digital consumer behavior. Technology is rapidly advancing, and marketing and advertising must advance with it in order to retain consumers’ interest.
In today’s digital world, it is becoming increasingly important to stay updated with digital consumer behavior. Technology is rapidly advancing, and marketing and advertising must advance with it in order to retain consumers’ interest. Video marketing, an increasingly popular form of marketing, is becoming more and more crucial in today’s market.
Video marketing is just as it sounds; using video to promote and market your product or service. Utilizing videos rather than written content can help promote engagement across your target audience. In fact, in 2020, 90% of consumers stated that they wanted to see more videos from brands and businesses. Additionally, 72% of customers would rather learn about a product or service via video. According to HubSpot, the most common videos used in video marketing are promotional videos (those that advertise a product or service), brand storytelling videos (sharing the brand’s identity), and product demonstrations.
Simply put, videos are more engaging than written content. Consumers retain 95% of a message when they watch it visually in a video, whereas they only retain 10% when reading it in written text. So, if consumers are absorbing 85% more of a message when watching a video than reading an article, using a video when marketing a product or service seems like the obvious choice. While engaging and educating consumers, video marketing also provides a new medium for customers to get to know your brand and products/services. More often than not, video marketing can put a face to the name, giving brands a personality.
Almost every marketer is familiar with the most popular social media platforms - Facebook, Instagram, YouTube, Twitter. While these platforms are fantastic ways to spread brand awareness (and post your marketing videos), it’s also worth a shot to expand to other growing platforms. TikTok, for example, has become an extremely popular social media platform over the last few years, with more than 800 million users worldwide. However, only 10% of marketers have tried marketing their products/services on TikTok. Two out of three of those marketers reported that their marketing on TikTok was successful, making it a social media platform worth a shot trying.
Video marketing is only effective when consumers engage with the videos. Now more than ever, people have an extremely short attention span, so a 10-minute video promoting your product or service will most likely be scrolled past right away. Marketers only have approximately 2.7 seconds to capture the attention of the consumer, and seeing a 10-minute long video will not do the trick most of the time. A good rule of thumb is to stick to up to two minutes. After two minutes, there is usually a significant drop off in engagement for videos. Creating shorter videos will give brands the opportunity to hold their audience’s attention while also getting their message/promotion across in a timely manner.
Humor engages an audience. Nobody wants to watch a bland, boring video advertising a product or service they know little to nothing about. When appropriate, don’t be afraid to add humor into video marketing. According to HubSpot, 73% of people want to see “entertaining” videos on social media. While humor is not appropriate for every situation, video marketing is a unique medium for your consumers to get to know you in a whole new way. Don’t be afraid to show some personality!
In this digital era, our phones are attached to us almost everywhere we go. In addition to that, modern consumers value accessibility and convenience when accessing their digital content. It is essential for marketers to keep this in mind while creating videos for their products and services. For example, more than 75% of all video content is played on mobile devices, so marketers must ensure that videos are able to be played correctly on both desktop and mobile devices. It is also important to note that 92% of consumers view videos with the sound off, and 50% use captions to understand the videos. So, marketers should include subtitles (and translations) to make viewing their video without sound possible.
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