How Video Content Impacts Customer Conversion Ratings
Not so long ago, the phrase “content marketing” meant a quite different thing. Perhaps a decade ago, useful content marketers were good writers. They wrote good blogs, articles, and webpage copy. While this is still true today, “content marketing” means something more inclusive. Besides just writing, the best content marketers can also create video, infographics, and podcasts. The most in-demand of these new skills is video. But why?
In the past decade the digital marketing landscape has been drastically altered. People have begun phasing out traditional laptop and desktop computers in favor of mobile devices when they want to search the web. After all, it’s much more convenient to simply pick up the smartphone everyone has attached to their hand.
Another way the industry has been altered is that digital technology is much more affordable in the current market versus at any other point in history. With no boundaries in how or when people can interact with content, success relies heavily on delivering your company’s message in a way that customers prefer it.
To understand how important video marketing has become, you only need to look at the numbers. According to an infographic shared by HubSpot:
Experts predict that by 2019 video content will claim over 80 percent of all web traffic, leaving little room for other formats.
Clickthrough rates on emails with embedded videos range between 200 and 300 percent higher.
Conversion ratings on landing pages are increased by 80 percent when a video is included.
90 percent of customers state that product videos help them with their purchasing decisions.
Nearly 90 percent of digital marketers are now incorporating video content into their strategies.
Of the time spent online, customers report that a third or more of it is spent watching videos.
35 percent of online advertisement spending goes towards videos.
Almost 60 percent of company decision markers prefer to watch a video versus reading an article or blog.
Another survey saw that major online retailers saw an increase in conversion ratings to as much as 9 percent when they began incorporating video into their marketing strategy.
Nine percent may not seem like an incredible amount at first glance. Yet when you think about the fact that 9 out of every 100 viewers purchased the product, that’s amazing. Imagine if a single video produced conversions at this rating and had one million viewers? That’s 90,000 conversions.
But why do customers prefer video content over written content and how can you leverage this to help your digital marketing efforts succeed?
Easier to Remember
Customers are more likely to remember a video they watched versus a blog they read. This is largely because videos appeal to all the senses in a more realistic, memorable matter. By using a combination of written or audio content, visuals, and a range of audio, the customer can hear and see the message presented versus simply seeing words on a screen (with or without attached graphics).
Everyone Can Engage
Something many marketers don’t think about is the fact that some of their audience may not be proficient readers. This may not hold true for certain sectors, such as B2B or luxury products, but the average product meant for the average person reaches farther than college graduates.
While an article may be hard for some individuals to understand, a video using speech instead of words is easily digestible – regardless of reading level.
Great Mobile Performance
Remember how we mentioned earlier that more people than ever are turning towards mobile devices? See, there was a reason for it. With more people using smartphones or tablets to access the web you need content which performs well on those devices. That would be video.
Not only does video perform great on mobile devices but it also works well on traditional laptops or desktops. No matter how your audience chooses to access your website or social platform, your videos will be presented in a high-quality, unaltered way.
Strengthen Company Branding
Your company’s message becomes more realistic when paired with a relevant, inspiring video. The video could be based upon a lifelike scenario which resonates with your buyer persona, or it could be your message paired with music which compliments the message. Not only are consumers more likely to relate to your company’s brand when presented through video, they are also more likely to remember it.
Video Goes Viral
Experts estimate that 92 percent of people who consume videos on mobile devices share them with other people. That is only 8 percent shy of every mobile user and the highest share ratings of any mobile content.
Tips for Creating Valuable, Sharable Video Content
Just like the world of written content, not all videos are created equally. Some perform significantly better than others, because they are designed better. If you’d like to create videos which are valuable to your consumer base and more inclined towards being shared or even going viral, check out the following tips:
According to research by John Cecil (author of Online Video Revolution), the ideal length of an online video is typically between 20 and 60 seconds. Sometimes, promotional videos can be up to two or three minutes, but these are typically those targeted towards repeat customers or educational niches.
Ensure you catch your audience’s attention within the first 12 seconds. Around 33 percent of viewers will never make it past that.
Skip the auto play function. Despite more businesses using the function, many consumers find it to be annoying – and it can also lower screen loading times.
Use a descriptive, relevant thumbnail when promoting.
Develop videos which are entertaining. For an example of what we mean, it’s worth checking out BlendTec’s “Will it Blend” During the series they try blending crazy items like an iPhone – and these stunts have launched them straight to the top of their industry.
If you use writing or titles make sure they are clear and easy to read.
Any images used should be of the highest quality and never pixelated or unfit for the screen.
Always keep your audience in mind. Choose to create content based on their wants or needs, and not your own. All content – video or otherwise – needs to be designed in such a way that your audience will relate to it.
All these things combined equate to higher conversion ratings for your business. While written content still has a place in the digital marketplace (and always will), video marketing is the chosen format of the future. If you aren’t already allotting some of your time, effort, and resources towards this sector, now is the time to do so.