The turn of a new year typically triggers reflection and change; booking summer holidays, making resolutions and setting new business objectives. In the world of media and marketing, it’s a time to compile predictions for 2015 and help organisations cope with the ever-changing business world. Staying up to date with the significant trends in the marketing and PR landscape is key for my role as Managing Director of Zoodikers. Mobile marketing, data marketing and even programmatic marketing all feature as the key trends. Despite all these forms of marketing being labeled as the next big movement, the one that resounded with me the most was that 2015 would be the year of video marketing.
For businesses, video marketing may seem a costly and extravagant tool to raise brand awareness, but with statistics showing that videos on landing pages increase conversion rates by 80%, it’s worth thinking again. Videos can be used to showcase various aspects of an organisation; these include videos for products, staff, thought leadership, events as well as how-to, product specific videos. Here are my top reasons why companies should invest in video as a highly effective form of content marketing.
A boost for SEO
In the world of search, Google rules. For many modern businesses, a high SEO ranking is a top priority. With over a billion viewers per month, Google-owned YouTube plays a large part in determining search rankings. The one downside to video marketing is that search engines do not pick up audio content. Search engines look for keywords and it’s therefore important to align your video strategy with your SEO strategy. Ways of doing this include incorporating your business’ keywords into snippets. Snippets are the lines of text that appear under a search result and are designed to give users a clear understanding of what a web link will lead them to. Search engines read snippets for rich text and if the keywords you want to rank on are included, this will provide you with a better chance of climbing up the ranks.
Fun, engaging and informative
Body language, visual images and tone of voice can all be conveyed in a video, unlike written text on websites or in articles. According to Forbes Insight, almost 60% of today’s time-conscious senior executives would much prefer to watch a video than read text. This is likely to resonate with your customers too, who probably agree that watching a short video will be much more appealing than reading. The main reason visual content is so engaging is because visuals are processed 60,000 times faster than text and 90% of the information a brain absorbs is visual. Using images and video can help convey your brand messaging, build trust and most importantly assist in the lead generation process. Compelling and engaging videos can sit on web pages and social networks, but should also be used in email marketing campaigns and used to lobby for speaker and editorial opportunities.
The big debate: Facebook vs. YouTube
Now you’ve gained a better understanding of how video marketing can provide a positive impact on your business, you may be wondering how best to use it. There has been fresh debate over the hosting of videos – should they be uploaded on the traditional and original platform, YouTube? Or would they garner more views being posted to your business’ Facebook page?
It really comes down to your target audience. If your organisation operates in the professional services sector and business practice is typically corporate, YouTube would be more appropriate than Facebook and you’ll more likely attract your target clientele. However, if your business is directed at the younger, perhaps millennial age-range and is entirely consumer-focused, Facebook may be more appropriate platform. The largest social network has recently seen a dramatic surge in videos and last November, for the first time, the number of video uploads surpassed YouTube. It’s wise to remember though, that videos hosted on YouTube can still be shared on social networks including Facebook, Twitter and LinkedIn.
Over the past year, many organisations and brands have adapted well to the growth of social channels and many are beginning to utilise them to support business growth and goals. I truly believe 2015 is the year businesses will step up with their content marketing aspect, particularly with compelling and creative video content.