Why you need to include video in your marketing

Why you need to include video in your marketing

It started with BetaMax and VHS. Remember them? Fancy machine with a black cassette that you carefully marked with a black marker to make sure no one recorded over your recording. And now we video on our phones and upload to websites. No video rental stores here. Video has evolved at a fast pace – and your brand needs video to your story.

A compelling story elicits emotion. Our wee story at the start gave you a sense of nostalgia (if you were born in the 80’s..), which in turn can instil trust. It’s like we’ve discussed before, we engage with others intellectually and emotionally. Intellectually engaging with people is when you present them with lots of information; allowing them to make an informed decision based on all the facts available. The default reaction for humans is emotional. Basically, we go with how something makes us feel.
 

Video builds trust

As we mentioned at the start, people engage with others on an emotional level. Video is the perfect way to create and develop a personality for your brand, which then enables you to connect with a potential customer and earn their trust. 90% of users say that product videos are helpful in their decision-making process. By using video to communicate with and educate your audience, the more you will build trust.


Bite-size boost

It doesn’t have to be a long piece but rather a video should be a bitesize production that is engaging and memorable. Whether it’s a how-to, a customer story or a subscription, it needs to form a fundamental part of your content strategy.

Additionally, videos can be tracked and measured – unlike many other communication pieces. You can use the engagement analytics to see how to identify leads and also prove ROI.


Statistic Central

As you’ll know by now, the team here at Platinum Creative love a stat and lucky for you, we’ve done a host of research on video stats. Here goes;

  • Using video in your marketing grows revenue 49% faster year on year compared to those who don’t use it. (ABRDN Group)
  • Hubspot recently revealed that 97% of marketers say video has helped increase audience understanding of a product or service
  • According to Forbes, 90% of customers say a video helps them make a purchasing decision while 64% say video makes them more likely to buy

You can’t ignore those numbers! But it’s not just these stats that should convince to be using video. If you, as a buyer, are considering a purchase, how do you do your research? You may go to the company website, look at their social channels, or use Google. In each of these mediums, you can include video. That gives your brand a better chance of being the brand that the buyer chooses.


Search Engines love video

We all know that Google is king when it comes to website rankings. By adding video to your website, especially the homepage, it is likely to increase dwell time which is a key ranking factor for Google. Recent research indicated that websites that use video are more likely to be on the first page of Google results.

As every marketer knows, YouTube is the second largest search engine behind Google. If you add your video to YouTube as well your website, the opportunity to be seen is hugely increased. Couple that with adding said video to your social channels and you’ll be everywhere!


Video in email campaigns

In an increasingly noisy marketplace, email marketing has become more of a challenge. The open rates we crave have been steadily decreasing. However, if you use the word ‘video’ in your email subject line, you should see a significant increase in open rates. According to a recent survey, using video in an email leads to a 200-300% increase in click-through rate – that’s HUGE! Explaining a complex product is far easier to do when it is visual so including a demo in an email is far more likely to increase consumer engagement.


Word of mouth (i.e., social shares)

‘It’s gone viral!’ That’s the dream for most marketers. Videos on social are shared far and wide. Just make sure it’s for the right reason! But it’s a great way to showcase your brand and the personality behind it. Each and every company should be using video in some form. It’s not just the big brands with big budgets that can afford to produce videos. There are so many opportunities you can choose from when creating video. We’ve worked with several clients, creating bespoke videos – and it’s been great fun doing it. If you’d like to increase your company’s visibility then get in touch, we’d be delighted to help your company find stardom.

 

Client case studies

MBM Commercial (Talking Medicines)
View our own case study on the videos we've produced for MBM Commercial here

Scott Findlay - Heating & Plumbing Engineers

House of Hearing (Clinic Relocation)

Chiene + Tait (EIE 2021)