How to Sell the Importance of Video in Your Content Strategy
PB&J, burger and fries, bacon and eggs, grilled cheese and tomato soup, pasta and cheese, salt and pepper… all of these combinations of food sound normal, right? Tasty even. But imagine for a moment how they were received when they first came out.
Someone decided to put peanut butter and jelly together in a sandwich. Why? What were they thinking?! That combinations of flavors undoubtedly didn’t take off right away. But it became normal and the combo is now appreciated by millions of people around the world.
What’s next, oreo cookies dipped in orange juice? Sounds crazy, but people are really doing it. Google it if you don’t believe us!
Now, you and I know that video and marketing go together like PB&J.
If you find yourself trying to convince internal stakeholders in your company to invest in video marketing, this article is for you.
Here’s how to convince your company that video and marketing are like PB&J.
Video Is Here to Stay
When you study the effectiveness of video and the market’s demand for visual content, it is clear that video is the future.
It is already a staple of our everyday lives — it’s everywhere: YouTube, Vimeo, Snapchat, Instagram Live, Facebook Live, the list goes on.
So, the first thing you should do is ask the internal stakeholders in your company why they shy away from video and its power as a marketing strategy. They will likely tell you, directly or indirectly, that it’s “because it’s too new and different from the processes we know.”
Over the past few years, marketers have become so focused on the need to blog that they’ve ignored a far more powerful medium: video. Writing blog posts and other verbal marketing content requires a certain skill set but it’s pretty straightforward for anyone who is a good communicator. To them, the process of planning and producing a video may seem too challenging.
To be clear, it is not video itself that scares them, it is breaking out of habit. Most of us are uncomfortable with adapting and shifting away from what has worked for us in the past. But remember, the horse and buggy was a great way to get from A to B until the car came along.
The time has come for us to adapt and face the reality that video is king. If you haven’t adopted video fully in 2019, you are not just falling behind, you are behind.
What if they understand video but just don’t have a clear idea of how it will help them hit tangible targets? Here are more ways to sell the importance of video in your marketing strategy.
Video Tells (And Sells) Stories
Any brand or company that isn’t using video is missing out on a priceless opportunity to bring its brand to life. It is what adds life to content — makes your story more real. So why shouldn’t everyone embrace it?
As we mentioned earlier, it may be fear of breaking out of habit and adapting to the new marketing landscape. So, ease them in slowly.
The good thing is that you can start out slow with video. Producing even one video a month can get you some positive results. You can publish a blog post a day but you can do well with a video a month as long as you focus on quality and relevance.
Marketing is all about balance. You should have a balance of video and text in your marketing mix and leverage the benefits of both to actively engage users and search engines.
Video Is Good for SEO
The more video content you produce, the more likely you will appear in top search results.
Adding a video to your post can increase your reach and visibility dramatically: in fact it can increase your chances of making it to the top of Google search results by 53 percent. Video content opens up an entirely new audience that can find you; and then buy your products and services.
Also consider that YouTube is the second largest search engine, second to Google. If you’re regularly creating YouTube videos on topics that people care about, then you will likely end up at the top of YouTube search results. For example, if you’re a fashion brand, simply creating a “how to” styling video can be the key to getting tens of thousands of views.
Video Has Higher Engagement and Conversion Rates
Video not only increases visibility, it increases engagement. People are more likely to share and repost video content than any other type of content by a country mile (that’s a real big gap, for you non-country folk out there).
71 percent of marketers say that videos have converted better than all other types of content. They also find it easier to measure all the metrics that matter with video: click-through rates, total views, partial views, drop-off points and conversion rates.
Simply put, people are more likely to purchase your products if they watch a video about your products.
Video Means Mobile-First
People are consuming more and more content on their phones and a large percentage of that content is video. If you want people to see your content, it has to be the type of content that is going to show up on their phones, i.e., video.
The video consumption trend has accelerated thanks to Facebook, which arguably embraces video more than any other social network. Their algorithm favors video: video content is more likely to show up on peoples’ news feeds than any other type of content.
Moreover, if someone is casually scrolling through their Facebook updates, the movement of video is more likely to capture their attention and get them to stop scrolling. That is true for other feed-based platforms like LinkedIn and Twitter.
Measure the Impact of Video on Your Social Channels
Here is a simple exercise you can carry out to measure the impact of video on your social media channels.
- Pick your most heavily used social channel that has both video and image/non-video posts.
- Go through every post within the last 3 months and track the number of likes, comments, shares, and any sort of engagement, in a spreadsheet. (Be sure to mark which post is a video and which is a non-video post.)
- Sum up the likes, comments, shares, and other engagement metrics of the video posts and the non-video posts separately.
- Calculate the average engagement on video posts and non-video posts.
- Calculate the percentage increase (take the average likes for video posts and minus the average likes of non-video posts. Divide that number by the average likes of non-video posts.).
- Do that calculation for each type of engagement you tracked.
- Use those numbers to sell the importance of video.
This exercise is effective as it not only gives you an accurate idea of how well your video posts fare in contrast to your non-video posts; but it also allows you to more accurately predict actual increases in overall user engagement if more video is added to the mix.
Drop Some Stats
Video marketing is not only convenient and efficient for consumers, it provides marketers with a versatile and highly shareable medium to reach their audiences. Diode Digital conducted a study and found that online video is 600 percent more effective than print and direct mail combined.
Perhaps because video traffic accounts for 75 percent of all consumer traffic (and that percentage will increase to 82 percent by 2022).
The importance of video marketing is already pretty clear but let’s take a look at how instrumental it has been to the success of brands like Dropbox.
Use Video to Grow like Dropbox
When Dropbox first launched, just like PB&J, the concept was fairly uncommon. So they decided to drop a video on their landing page to explain what their service is and how it works.
After adding that video to their landing page, Dropbox immediately experienced a 10 percent increase in conversions. That percentage increase could’ve been even higher as adding a video to a landing page can boost conversions by 80 percent. Yes, videos can make you some serious money.
Let’s analyze Dropbox’s case a bit more.
Their video was successful because it helped users understand their product and how to use it. They didn’t rely on heavy text — in fact, the video stood alone on the landing page with minimal distraction.
Think about it from Dropbox’s perspective: If someone can’t connect with your product or brand, why would they stick around to learn more? The problem your product addresses, and its solution, needs to be clear and concise. So do away with landing pages with crowded text (that will go unread) and insert a video instead.
The Local Search Association (LSA) surveyed 2,000 consumers and found that 44 percent of consumers viewed online video while searching for products and services. Their research also found that 53 percent of viewers contacted a business after watching a video and 51 percent visited the company’s website.
Image credit: Search Engine Land
Viewers are also 85 percent more likely to purchase a product after watching a product video and they spend 100 percent more time on pages with videos.
Those are some pretty convincing stats.
Let’s look at another example of a brand that used video marketing to blow up — in a good way.
Use Video to Grow like the Dollar Shave Club
Have you heard of the Dollar Shave Club? Any North-American male between the ages of 17 and 30 would say, “yeah!” A lot of women know about it too.
Dollar Shave Club (DSC) is a classic example of a startup that blew up because of a viral video (below). A video that now defines their brand and still drives them sales.
DSC identified a concept that resonates with their audience and delivered it with a voice and personality (punchlines and gags) that draws their audience in, forming a one-on-one connection with them. They basically nailed this video.
It racked up 5 million views within the first 90 days and now has close to 26M views. It is a video users will remember (and even keep going back to) for a while.
In fact, 80 percent of users can recall a video ad they viewed in the past 30 days. A study by Unruly found that enjoyment of video ads increase purchase intent by 97 percent and brand association by 139 percent.
Dollar Shave Club’s viral video took them from a startup to a multi-million dollar company almost instantaneously. That’s a pretty convincing reason why you should capitalize on consumer behavior with video.
As consumers find the information they need through video, let them discover your brand with an entertaining and informative video.
Take ‘Em Back to the 60s
The truth is video is nothing new in marketing. Think about traditional television commercials in the 1960s. (Yeah, think Mad Men.) All that’s changed is delivery and communication channels.
“The consumer isn’t a moron; she is your wife” – David Ogilvy.
What Ogilvy meant by that statement is that ads are not good enough if they only contain a brand logo, slogans, and some words. His suggestion? Do away with text and stop assuming that people had time to read. So the “Mad Men” went back to the drawing board to think of new ways to target consumers.
That saw the rise of digital videos and infomercials, which were more successful because images and videos were easier to digest and were more emotional/personable than text. The goal of commercials completely changed. The new goal was to appeal to customers visually, to communicate their message effectively and to promote brand awareness.
The core tenants of advertising have remained since the 1960s, though the market is riper with more opportunities. We now have in-video ads, pre-roll ads, viral campaigns and social interactions. It is no wonder that internet ad revenues today surpass TV and radio ad revenues. Video is king throughout.
The only thing that has changed is our mode of communication: the internet. Brands are now spending the majority of their marketing spend on social media, search and other online advertising.
Remind internal stakeholders of how important video was in the era of Mad Men. All that has changed since then is that we have even more opportunities to do fun and exciting things with video in the marketing space.
“Go where your customers are”
One of the more common sayings among marketers. Right now, customers are on mobile and they are consuming video content at an exciting rate. If you want to be relevant, you have to make video a part of your marketing strategy.
Google is also putting more emphasis on videos so we consume more and more videos, daily. If you don’t have a strong video strategy, you’ll be missing out.
But we get it, it’s not entirely up to you. It is however up to you to explain the importance of video and what it can achieve in regards to business growth to internal stakeholders. Refer to this article anytime you need to convince anyone that video is the best marketing and sales tactic for today and tomorrow.