Video marketing is one among , if not the, most vital marketing trend today and certain for subsequent 5-10 years. These numbers show the importance of incorporating video into your digital marketing strategy in 2020:
- 71% of consumers say that they have shared a brand’s video
- 72% of companies say that video has improved their conversion rate
- 53% of consumers say that watching product videos makes them more confident in online purchase decisions
- 66% of executives visit the marketer’s website and 39% call a vendor after viewing a video
Video is far and away the foremost popular way customers want to find out about new products:
And don’t just think YouTube. There are many ways to drive higher engagement together with your video marketing, as you'll make a video post or start a live broadcast on Facebook, Instagram or LinkedIn.
One of the issues that marketers have faced in recent years is the growing shift to mobile devices. Those long-form sales pages and emails of yesteryear are fading fast because they’re just too difficult to read on small mobile screens. However, video can present an equivalent information during a format that works perfectly no matter the device.
If your site includes video, it’s 50X more likely (50 times!) to drive organic search results compared to text. Why? Because people find video content more compelling, so Google pushes pages that include videos higher within the rankings.
One of the best things about video marketing is that it makes it easy to reformat your content. Imagine that you’ve recorded a video for your YouTube channel. Instead of just publishing it on YouTube, you could also:
Get it transcribed so you have a text version of the video
Publish the transcription on your blog under an embedded YouTube video for better rankings
Upload the raw video with the transcription as subtitles to Facebook (native Facebook videos get a much higher impression share and engagement than shared YouTube videos)
Turn the transcription into a standalone blog article with a brief rewrite and addition of relevant stats and pictures
Rip the audio alone and use it as a podcast episode
Use video thumbnails in your email marketing campaigns and the word “video” in subject lines to increase open rates by 19%
Here are another video marketing trends that are gaining more and more traction:
Live video is particularly popular with a large number of businesses who use it for interviews, product demos and behind-the-scenes glimpses of the brand, such as life in the office, how products are made, company events, etc.
1:1 video is when businesses or marketers create personalized video messages instead of make phone calls or send emails. With the decreasing cost of film equipment and increasingly high-quality smartphone cameras, this is easier than ever.
Video SEO. YouTube and other videos are displayed in the SERPs, so video optimization is becoming much more important – like using text overlays and closed captions, in addition to your description, title and file names. Check out this guide to find out more about YouTube SEO.