I can’t imagine you haven’t seen it for yourself. If you had to choose between watching a short video and reading a large chunk of text online, which would you do?
The majority of the C-suite executives Forbes Insight polled felt the same way about the video.
As a result, it’s not surprising that video marketing is expanding at such a rapid rate. A picture is worth a thousand words, and the right one posted online can garner far more attention than even the most compelling headline. However, one minute of video is equivalent to 1.8 million words, per Forrester Research.
Although it’s a strong claim, data shows that businesses can expect a substantial return on investment (ROI) from incorporating video into their online marketing strategies. Combining the inherent allure of video with the potency of social media has proven to be a winning strategy for marketers, especially in the realm of social media marketing, where videos help posts rank higher in the algorithms determining who sees what in their newsfeed and also draw more interest and engagement from audience members.
Customers are more likely to buy a product from an online store after watching a video about it, and 90% of online shoppers agree that videos aid in their purchasing decisions.
Let’s circle back to those top-level execs:
Of those who watch an online video, 65% say they went on to check out the company’s website.
Half of them want to learn more before making a purchase.
A total of 45% make contact with the supplier.
There was a 50% conversion rate among business buyers who viewed a marketing video online.
Plus, there’s more. According to Unbounce, homepages with videos have a whopping 80% lower bounce rate. 73% of businesses that use video marketing also see an increase in ROI. In addition, projections indicate that by 2017, video will account for 74% of all internet traffic.
The question now is how to best integrate video marketing into your current social media marketing strategy.
Businesses can use a variety of video formats to advertise their wares on social media. Some of the most widely used methods include short video clips on Instagram, sped-up time-lapse videos using Hyperlapse, longer, more in-depth videos on YouTube, and Facebook Live streaming videos. Each is best applied in certain circumstances.
Instagram is best used for quick looks
Instagram videos can only be up to 60 seconds long, so the information they convey must be concise and clear. There isn’t time for more than a quick glance, but if done well, that glance can pique a customer’s interest enough to make them want to find out more.
To increase interest in your brand, provide a sneak peek at an upcoming product, service, or piece of content, or give a quick glimpse into the inner workings of your company. In order to go viral, your content needs to be funny, interesting, and original.
Processes are displayed in hyperlapse
There is always some kind of procedure that must be followed, whether by the company’s staff or by the customers who purchase and use the company’s goods or services. Another fun and attention-grabbing way to show off your process is with Hyperlapse, which can be created using another Instagram video tool. It records high-quality, sped-up time-lapse video that would have previously required expensive equipment.
It would be fascinating to watch a LASIK procedure, for example, or the prevention of identity theft, or the assembly or use of a product in hyper-slow-motion. In order to move potential customers further along the sales funnel, you can show them what will happen when they do business with you in an entertaining way.
Keep in mind that Hyperlapse will crop your video into a square format, so shooting vertically on your phone is your best bet. Hyperlapse allows users to record up to 45 minutes of video, which is ideal for website embedding. Keep the video to no more than three minutes in length if you plan to share it on Instagram. In this way, the video will be under Instagram’s 15-second limit.
Heavy lifting can be done on YouTube
Data collected by Visible Measures indicates that 20% of viewers will abandon a video if it lasts longer than 10 seconds. About 35% of viewers will tune out after the first 30 seconds, 45% after the first minute, and 55% or more after the second minute.
It’s important to remember that many marketers aren’t making the most of their YouTube channel despite the platform’s widespread use. Even if a particular video does well in terms of views, you may not be gaining subscribers or see a significant decline in views after a certain amount of time has passed.
One of the most important things you can do to increase your YouTube success is to be consistent. There are many other things you can do to increase your success on YouTube (many of which are discussed in our post on how to get people to watch your YouTube video). Maintaining a regular publishing schedule, be it one video per month or 20, will help you attract viewers and grow your channel’s subscriber base.
The point of Facebook Live is interaction
To say that Facebook’s live streaming feature, Facebook Live, has been successful since its introduction earlier this year would be an understatement. In recent years, live streaming has exploded in popularity as a medium for showcasing new product releases, providing sneak peeks of events, hosting Q&A sessions, and more.
Before anything else, make sure you’re well-prepared. Have all of your tools on hand and in good working order, and have a suitable location picked out. Even though you’re going for real-time, you still want your live stream to look professional.
Second, get the word out! Going live is pointless if nobody is aware that it is happening. Promote your live stream in advance on all of your social media channels and continue doing so throughout the duration of the broadcast.