There is no doubt that video marketing, today, is one of the most powerful tools to integrate into our content strategy. More and more brands are including it in their marketing plan, aware of the potential it has and the benefit they obtain. Since the appearance of YouTube, until the exit of the market of other social networks such as Twitch or TikTok, video and images have not stopped gaining followers and engagement. So much so that other social networks, such as Facebook, have not been slow to integrate video into their functionalities. If you are interested in the world of marketing, in this article we explain what video marketing consists of and everything you need to know to implement it as part of your strategy.. Keep reading!

What is video marketing?

Video marketing is the use of videos to promote and disseminate a product or service. It helps enormously to increase the engagement of the public in the different digital and social channels. But not only that, it also educates the audience and allows us to reach them in a more direct way.

The need for immediacy on the part of users has given a new approach to these platforms with streaming or live video. With Twitch or YouTube, it becomes clear that video marketing is the present and future of digital and strategic marketing. 

To give us an idea of ​​the power that video marketing has, I leave you with some interesting data that the IAB extracted according to the latest study carried out:

• 93.6% of professionals think that online video in advertising contributes to meeting the objectives of the campaigns
• Everyone agrees that online video is ideal in marketing campaigns
• 85.1% of professionals believe that video marketing in advertising helps conversion

Given these data, let’s see the advantages that video marketing has in our content strategy.

Advantages of using video marketing

Now that we know exactly what video marketing consists of, let’s see the different advantages of its application:

Longer stay on the site

By embedding a video in a blog post, the user’s visit permanence increases considerably. As you know, this factor is important to improve our organic positioning, so if you don’t, it’s interesting that you start thinking about making videos.

Increase the conversion rate

It is proven that the pages that include informative or explanatory videos about their products manage to increase the conversion rate. It is easier to convince a potential client through a video. Our product or brand will always seem more attractive than with a mere written description. The user feels safer and better informed if we show him our argument in video format. In addition, thanks to the number of views and viewing time, we will also know which product is most attractive to Internet users who visit our website.

Tell story

One of the greatest virtues when it comes to making videos is the strength it has to tell stories, applying one of the most powerful techniques to involve the consumer with the brand, Storytelling. With this we ensure that the brand is not intrusive and that the consumer feels part of it.

Improve positioning

As I have mentioned before, videos improve positioning, but not only when you embed them in the blog, but they can also appear in the first places of Google because they are integrated into YouTube, generating a greater number of visits to the page or Blog. Any SEO knows the boost that the use of video can give a web page to achieve a good position in Google searches. This search engine does not like static and flat pages at all, always prioritizing websites where multimedia content is offered in different formats. Therefore, remember to embed videos on your website if you want Google to take you to the first page.

Provides greater credibility 

In relation to the previous point, the video offers the perfect component to be credible. Through tutorials, live videos or stories, the brand approaches the consumer in a different and close way.

Greater effectiveness and engagement

Consumers and users consume video because it is close, it does not tire us and because we demand it. Without forgetting that there is an irrefutable fact, we read less and less. So the effectiveness of a video increases considerably compared to other media. A good video channel is a great tool when it comes to building customer loyalty. Video marketing not only manages to attract new customers but also keeps them coming back. If we offer interesting video content, we will increase the engagement of our consumers and we will remain in their Top Of Mind.

It’s closer

Or it is not intrusive. It brings the brand closer to the consumer in a natural way, without forcing the consumer to have to “swallow” minutes and minutes of absurd ads that nobody wants to see. What’s more, consumers look for the brand.

Improve brand recall

We receive more than 3,000 daily impacts, how many do you think we remember throughout the day? Between 2 or 3… Video marketing has been shown to facilitate being in the consumer’s top of mind, without forgetting the engagement that occurs between brand and consumer. In short, that through the different actions we do in this medium, a more powerful relationship between brand and consumer is generated. 

According to a study by the Wharton Research Center, humans retain 10% of what we read or hear, while we store 50% of what we see in our memory. What does this mean? If you want the user to remember your message or brand, offer them visual information to make sure they don’t forget about you. Because if he remembers you, he’ll come back.

It is accessible to all pockets

It is not necessary to belong to a large company and have great means to make videos. With having a mobile and imagination, you can unleash your creativity and start making videos for your brand. 

It’s more viral

I don’t want to say that making a video is equivalent to being viral, but the chances of it going viral are multiplied compared to other media. Surely more than once you have seen some of these videos that have gone viral on your Instagram wall, and many of them have been recorded from a mobile phone. The possibilities are enormous, you have to take advantage of them. 

There are two great characteristics that make video the ideal format for spreading on a large scale and quickly. The first is its great ability to move the viewer and the second is the ease with which it is shared. 

The future of video is bright

As technology advances, so does the way we consume. For video marketing, this means more possibilities to get the audience to engage and be more receptive to the brand.

Whether it’s marketing videos or streaming, it’s important to think about how video can be implemented for maximum impact. With the future of virtual reality, augmented reality, and streaming services at our disposal, it’s time to start working with video content and stay up to date on the many ways we can get our message across to our target audience.