She continues to grow in popularity and her follower’s number in the millions. In fact, 200,000 videos are added and 200 million are watched every day on YouTube. Video, with its superpowers, is literally turning traditional advertising upside down! What if we shed light on this emerging marketing trend?
No more TV monopoly…
Your customers have also switched to tablets and mobiles! Now, YouTube is more popular than TV during prime time among 18+. And that’s just the tip of the iceberg… Two-thirds of YouTube users watch videos on a second screen while watching TV! This means that video is reaching new heights. As marketers, turning their back on it would be a big mistake!
Video: a must for your web marketing
The video has everything to please and its advantages are numerous.
A privileged channel of interaction
In a world of real-time information delivery, video is a powerful way to get your message across to your target audience and drive traffic to your website.
The video therefore represents another gateway to your website. By using several web communications channels (videos, blog articles, social media, etc.), you will optimize the natural referencing of your website.
Opting for video means having a more precise unit of measurement to assess whether your content is relevant and whether people find it useful. With a video, it is possible to know how far people have viewed it, at what precise moment we lose their attention or even if they want to know more. Of course, with a blog article, we can know the time that a visitor spends on the page in question, but we will not be able to know precisely how far he has informed himself. Video therefore proves to be a communication tool providing more data conducive to analysis.
An entertaining medium
If the video is so popular, it is mainly thanks to its entertaining format. The use of sound and image makes it an extraordinary means of communication that appeals to both the visual and the auditory.
The proof? Video increases lead conversion rate by 85%. The principle is the same for an email: you will have 96% more chance that your newsletter will be read if it includes a video from a production company near me!
Education at its best
Video can also communicate a lot of information to a receptive and engaged audience. It’s a good way to convey qualitative content to make it easier for your target audience to understand. Thanks to its strong impact, the video helps to better retain the information given. It is estimated that viewing one minute of video is equivalent to 1.8 million written words!
An engaging medium
If you think the video is for a passive audience and doesn’t drive engagement, think again! On the contrary, it promotes interactivity with users, who can click on annotations integrated into the video, share it with their network, comment on it or even download it to view it at their leisure.
You can even take it a step further and target the content of the video according to demographic or behavioral profiles. It is possible to identify (tagger) certain video content or to pay to promote videos according to the keywords searched on YouTube.
A versatile communication tool
With so many benefits, video deserves to be incorporated into your marketing. And the good news is that it can carve out a niche at all stages of your web marketing strategy!
Here are some sample goals for creating videos:
- Promote your brand or your company.
- Present your new product or service (product brochure, demonstration).
- Promote an event with a promotional video.
- Offer educational content that answers the questions your customers have about your products and services.
- Explain how a product or service works with a tutorial.
- Offer online training with a webinar.
- Humanize your brand by telling a story, presenting a making-of or supporting a cause.
- Transmit testimonials from customers satisfied with their experience with your products and services
- Run an ad or teaser for a new campaign.
- Build customer loyalty to your brand with value-added content.
Tools for a thunderous video!
Now that you know that video is a must, you’re probably wondering how to set it all in motion. Be aware that there are a host of tools – free and paid – to help you edit and distribute your videos.
Adobe Premiere Pro offers you a free trial version to get started with video editing. For Apple followers, there’s iMovie, a cult video-making app.
When it comes time to host your videos, YouTube is unquestionably the most well-known platform around the world. It has evolved a lot over the past few years and now offers functionality for embedding videos on web pages.
Another increasingly popular video hosting solution is Wistia. This highly advanced platform not only hosts videos from the video companies near me, but also measures their level of interaction and engagement with visitors to your website.
Obviously, several platforms specialize in the hosting and performance analysis of video for businesses, such as Vidyard and Brightcove (offered in French). It’s up to you to choose your video hosting platform!
Don’t miss the video!
Let it be said: video is now part of the daily life of many consumers – and therefore most likely of your potential and current customers. The idea here is not to base your entire web marketing strategy on video, far from it! Other tools, such as the corporate blog and the newsletter, are also very effective and still have their place. However, ignoring video in your approach would be a mistake that could cost you dearly… especially if you let your competitors take up all the space on YouTube!
Do you want to integrate video into your marketing strategy? Ask for a quote for a strategy session. We can help you implement a personalized web marketing strategy that includes video to effectively reach your target audience.