Digital Strategy in a Recount: The Secret Ingredient Your Campaign Needs
April 2021 | by Anthony Pileggi
In 1941, the first TV advertisement debuted. Since then, video has been an integral part of marketing strategy.
Although video has not been a major focus for digital marketers in the past, it is quickly becoming a critical component of online marketing. 51 percent of marketers believe video produces the best ROI relative to all other content.
By 2020, an estimated 80 percent of all internet traffic will be online videos. That means you can’t afford not to integrate video into your marketing plans.
Still not convinced that video is a necessity? We’ve outlined some of the benefits of video marketing for you to consider:
You’ve spent hours writing content that tells your brand’s story – everything from ad copy to emails to social posts – but your brand narrative just isn’t sinking in. Video can create a narrative and communicate that story with audiences better than traditional media. 65 percent of viewers watch more than 3/4 of a video, which is a significantly greater retention rate than text-based content.
When someone searches for a particular product or service you offer, how can you make your brand stand out from the thousands of others? Make a video. More than half of consumers say they have the confidence to purchase a product after watching a video about it. Consumers are not only more likely to purchase a product, they are also more likely to continue purchasing it in the future. Why? Because videos better explains your brand and what you are offering, and builds brand trust.
Video is the most shareable type of content on social media, producing 1200 percent more shares than text and images combined. One look at your newsfeed on Facebook will reveal tons of shared video content, from news clips to recipe how to’s. Because they are so readily shareable, videos often reach much larger audiences than traditional posts, and generate higher engagement levels. Higher engagement levels lead to better visibility overall, meaning more eyes on your content.
One of the best things you can do to bolster your SEO efforts is hosting videos on your site. Your content is 53 times more likely to show up on the first page of search results if you have a video embedded on your website. Google optimizes for video, so if you are trying to make your way into the most coveted digital real estate, video is your best bet.
Most marketing strategies measure success by conversions. Video will help you meet your conversion goals. 71 percent of marketers agree that video conversion rates are consistently higher than those of any other form of marketing content. That statistic alone proves the worth of investing in video content.
The numbers show that video can add immense value to your marketing strategy. Whether you want to tell your brand’s story in a more compelling way or amp up your conversion rates, video will yield the best results. The bottom line: If you want people to actually hear your brand’s story, try telling it with video.
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