According to a recent survey by marketing research firm Demand Metric, video marketing is exploding across social media platforms and shows no signs of slowing down. The report, sponsored by video marketing platform Vidyard, revealed:
- 82 percent of marketers report success with their video marketing campaigns
- More than one-third of large companies create over 100 marketing videos per year
- 71 percent of respondents say video conversion rates outperform other types of marketing content
There's little doubt that video marketing is popular and successful, but why is it such a dominating force in social media? Well, there are a few reasons:
Video provides immediate gratification Consumers are a busy bunch and don't always have time to read long missives about what makes a brand so amazing. In fact, some studies show that affluent customers prefer video advertising over any other type of digital ad. People want to be engaged, entertained, and informed -- the quicker and more concise, the better. Video marketing allows you to reach your target audience in ways print or audio advertisements can't.
Video is constantly evolving It seems like every social media platform is getting into the act when it comes to video content. Facebook's decision to incorporate video into the user timeline has paid off greatly for marketers. Nielsen reports that "even video views under 10 seconds effectively build awareness and drive purchase intent."
Twitter's recent purchase of livestreaming service, Periscope, proves it wants a piece of the video marketing pie as well. The popularity of micro-video sites like Vine and Instagram prove that consumer-facing video is on the minds of social media platforms and there's no telling what exciting new avenues they'll explore next.
Video shows, then tells Social networks are the perfect platform for shepherding viral videos into mainstream advertising efforts. Viral content is the elusive brass ring many brands strive for and videos are an ideal vehicle for capturing the consumer's attention. Videos play into our sense of sight and sound while, at the same time allowing us to passively engage with its message. Humans are very visual creatures and video marketing taps into our desire to be shown information for our own assessment, rather than told.
If you've been on the fence about designing and implementing a video marketing campaign, the time is now. What are your best video marketing tips? Share them in the comments!