Last Update: June 11, 2015
If you’re having trouble convincing your business partners, marketing team, clients, or even yourself that online video marketing is worthwhile, then read on.
1. Online video is where customers are spending time.
YouTube alone has over 4 billion views per day, and it’s the second largest search engine next Google (which owns YouTube) and 78% of people watch at least once a week while 55% watch everyday.
I should just end this article here. Game, set, match. I win. Everyone is watching online video. Your company should be creating online video ads, promos, branded entertainment, web series, video blogs, funny viral videos, videos of your cat, your dog, your cat riding your dog … whatever style and format best reaches your customers.
2. Online video is already helping your competition.
According to MarketingProfs, “81% of senior marketing executives now use online video content in their marketing programs, up from 70% in 2011. Take the “the cold war approach” to building a business case for online video. Scare them with the knowledge that their most hated arch rivals are escalating their video marketing programs and are way ahead of them. Convince them they need to get with the program before it’s too late.
3. Online video is very searchable.
“Video results have appeared in almost 70% of the top 100 search listing on Google in 2012,” according to Marketing Week. Consumers are looking for your products and services and most likely, online search is one of the top platforms they’ll use to find your business.
Social media can impact organic Google search results as well as be an entry point to your website, microsite or landing page. YouTube is the second largest search engine, meaning online videos garner high page ranks in Google results.
4. Online video is shareable.
More than 500 years of YouTube videos are watched every day on Facebook. While, over 700 YouTube videos are shared on Twitter each minute (Source: JeffBullas.com). Online video sharing is a large part of social media interaction and social networking continues to play a significant role in our daily lives.
5. Online video levels the playing field.
Online video production will account for more than one-third of all online advertising spending within the next five years (Source: Borrell Associates Annual Benchmarking Results).
Online video presents an even playing field where brands, small businesses and large organizations can compete. While the advantage is still with larger, more established brands, due to bigger budgets for video seeding and media buying, the trick is to be more creative; do a better job of targeting to reach your customers.
6. Online video entertains, educates and inspires.
More than three out of five consumers will spend at least two minutes watching a video that educates them about a product they plan to purchase (Source: MarketingCharts.com). They used to call them “moving pictures” for a reason. Video is way better at moving viewers to laugh, cry, get mad, learn and take action than photos, text or audio. Video is a great story teller and keeps consumers glued to your site.
7. Online video allows for real-time feedback and interaction.
People love to comment on videos and that is where you can learn more about your customers. Online video feedback can help you redirect your efforts based on their needs. For instance, how cool would it be for fans to leave comments on a video, then find themselves mentioned by name in the next video? Answer: Pretty cool.
8. Online video is measurable.
Analytics are so accessible, and they do a great job of telling how successful your online videos are. No more guesswork! Measurement can help your boss, partners and you determine which videos and surrounding social media activities are leading to increased sales and moving your marketing in the right direction.
9. Online video has a long shelf-life.
Videos stay online and in Google results for a very long time and typically require an executive order to be removed. This can be both good and bad, depending on what kinds of videos you’ve made. Unlike TV ads, video content stays online, working for you and reducing your overall per-unit spend over time.
10. Online video is one click away from the “Buy Now” button.
Thirty four percent (34%) of apparel shoppers are more likely to purchase after viewing an online video ad, versus 16% after watching an ad on TV (Source: ReelSEO).
If you’re watching a TV ad you can’t just “buy now.” You have to go somewhere else like your phone or laptop. Properly set up and executed, consumers should never be more than one click away from the opportunity to buy your products and services.
11. Online video is a sales channel.
Shoppers who viewed video were 174% more likely to purchase than viewers who did not (Source: Retail Touchpoints). Far too many video marketing “experts” are wasting clients’ time and money playing around with videos that are either so boring they don’t get shared or so vague they don’t connect viewers to the products or services enough to make the sale.
Online video (when used correctly) is a way to sell more products and services, not just entertain online users for the fun of it. Online video initiatives and surrounding activities should have clear objectives and calls to action, to create an environment where consumers know what they’re supposed to buy and can easily purchase what you’re offering.
12. Online video is mobile.
Online video now accounts for 50% of all mobile traffic and up to 69% of traffic on certain networks (Source: Bytemobile Mobile Analytics Report). While 30-second mobile video ads have an 88.3% completion rate (Source: Rhythm Insights).
People take online video with them on their phones and watch it because they’re interested in a certain topic or just entertaining themselves. With mobile video you have the potential to be in people’s hands, understanding everything about what you offer, and one click away from their buying your stuff — which is the whole point.
Armed with these talking points you can convince anyone of the value of online video marketing. If you need backup, give me a shout!
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