Video marketing: a way to increase engagement and conversion
Video marketing has become an increasingly popular strategy in digital marketing, as it allows companies to generate content that is attractive and relevant to their audience, thus increasing engagement and conversion by performing the desired action, whether it is leaving their data, buying, learning about a product, etc. Now let's clarify some concepts.
What is engagement?
Although it is something we always hear when talking about marketing, it is not always clear what it means, so here is the answer. Engagement can be defined as the level of commitment that consumers have to your products or services, beyond simply buying, this includes having a constant interaction with your brand, that the level of consumer satisfaction is high, that communication is good, and other aspects that are based on the experience.
Engagement does not happen overnight, or by simply making a purchase, but by consolidating a bond with your customers after actions and strategies to eliminate annoyances, captivate and conquer them, in short, it could be said that it is to convert your followers and buyers into true fans of your brand. When you increase your engagement, this will also be reflected in your sales, since those who follow your brand will feel confident to buy your products and services whenever they need them before choosing any other company, so it is a chain strategy.
What is video marketing?
It is a marketing strategy that is based on the use of audiovisual images through the Internet to achieve different objectives of the same, ie, add videos to your content marketing. These action plans focus on the creation and distribution of videos in order to promote a brand, publicize products or services, whether new or current, build a stronger image of the company, generate leads, attract and retain the attention of an audience.
The videos can be distributed on different channels, such as social networks, emails, websites, YouTube and other digital media.
Benefits of video marketing
- Increases your brand recognition: your business may gain more exposure with entertaining or educational videos that describe your brand, product or service. If the video is eye-catching and the content is relevant, your company will stick in the memory of those who watch the video.
- Priority in Google with videos: Google gives more importance to videos in its organic search results. It offers more than 3 videos after the first 3 results, placing them before the organic content on the first page.
- Generate social reactions and network presence: it is essential for any company to have a presence in the different social networks, since research shows that 92% of people who watch videos on the networks share them with others, and making your content attractive will allow people to feel attracted.
- High conversion rate: Videos help shoppers make decisions before buying with video reviews, as they usually feature honest reviews. In addition, it is possible to contact influencers who relate to your brand to make a video demonstrating your products, this persuades customers to buy.
- People like to watch videos: 4 billion videos are viewed daily on YouTube, indicating that nearly 1 in 3 shoppers watch a product video advertisement before making a purchase.
- They generate trust and emotional connections: videos not only allow your brand to be recognized, but also help to gain trust with your potential customers by connecting with them. To generate this reaction in your users you influence your video with tone of voice, facial expressions, music, colors and themes.
- It has a low cost: the most attractive and eye-catching videos on social networks are able to reach millions of people in a very short time, in addition to being really cheap compared to television space.
- Generate entertainment: no matter if you are busy! Studies show that more than 60% of users spend about 2 minutes on videos before buying a product or service. In addition, with just a short period of time it is possible to make the viewer feel different emotions, such as crying, laughing, feeling angry, and even learning, while photos, audios and texts sometimes lack this possibility.
What are the video social networks that can help you?
Before considering a video strategy, it is essential that you think about the network you should focus on, so to answer this question we leave you with some data on the most popular video networks.
YouTube.
- The audience of this network focuses on the Millennials and Centennials generation, as they are the ones who consume the most videos. From 16 to 25 years old, they watch 9.21 hours of online videos weekly, compared to 6.19 hours of television; people from 26 to 35 years old consume 8.68 hours of videos weekly and 7.90 hours of television.
- Take into account that in this network, videos around 3 minutes are the most popular, 70% of the reproductions are made through cell phones and currently more than 1.9 billion users log in every month.
- It is also a network present in 90 countries in 80 different languages.
Facebook.
- This social network leads this 2021 in the ranking of social networks with the most active users, with approximately 2.96 billion.
- Facebook generates more than 8 billion daily views of video content, or more than 100 million hours.
- The average number of videos shared is 89.5 times more than any format, plus they have 10 times more reach than YouTube links.
- The most common age group is 24 to 34 years old, and the most popular videos are 21 and 44 seconds.
- Its audience is mainly Millennials and Centennials.
- It is possible to use the videos in the news feed, stories and IGTV.
- It has 1,478 million monthly active users, making it the fourth most used social network and the second most downloaded in the world.
- 59.1% of users of this social network are between the ages of 25 and 34, and 40% of Internet users between the ages of 46 and 55 use LinkedIn.
- It has 875 million users worldwide, of which 35.4% are monthly users.
- It is available in 200 countries and 26 languages.
- It has 1.3 billion accounts, but only 368.4 million users are active.
- 500 million tweets are posted every day.
- 2 billion videos are watched on this social network every day.
- The majority of users are between the ages of 25 and 34, followed by those between 35 and 46.
- The maximum length of videos on this platform is 2 minutes and 20 seconds.
Tiktok
- It has 1.051 million active users.
- 57.1% of users are over 25 years old.
- Users spend on average 23.6 hours on the platform per month, and 30% of consumers on this network spend at least 1 hour per day.
Should I have a video marketing strategy?
Currently, 80% of the content that is consumed through the Internet are videos, so it is vital that your business makes the decision to employ a strategy of this type if you want to increase engagement and sales. If you have one and you think it is not giving you the results you are looking for, contact us, at Click Digital Marketing we have experts in the field that can help you and are at your disposal. Contact us!