This article updated on March 15, 2024
The Many Benefits of Online Video
Online video continues to emerge as a powerful resource for engaging audiences and influencing buyer behavior, and its advantages don’t end there. The benefits of online video include enhancing communication and brand image, controlling message consistency, and creating an emotional connection with the viewer.
Brands using video report that they can increase customer understanding of their product or service by 74% (Source: Wyzowl).
We suggest introducing your story in a meaningful way through creative brand storytelling. Keep the video short and sweet. Do your best to keep it under a minute and no more than two minutes. Otherwise engagement drops.
Businesses often want to write scripts describing everything about their organization, not thinking about how potential visitors value their time. A shorter video forces marketers to distill their messages to their most essential points, like their value proposition – concisely explaining how they can assist a potential buyer.
This clarity can make the video more impactful and memorable. When a message is concise, it’s easier for the audience to understand and recall the key points. Make the experience effortless!
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Consistent Messaging Across Platforms
The meteoric rise of video has been one of the most revolutionary changes in how people consume material on social media. Videos, whether brief bits or live feeds have captivated consumers on several platforms.
Thirty percent of the best landing pages include video, and adding relevant video content on a landing page has been shown to enhance conversions by up to 86% (Source: HubSpot).
A video might be someone’s first interaction with your brand, and it will help inform them of who you are and what you stand for—don’t let someone else tell your story.
The benefits of online video are that it brings your message to a worldwide audience and increases the percentage of viewers who become buyers. Online video can also cost less and yield better results than marketing in traditional media.
Improving Communication with Video
Video can deliver your value proposition fast and on message. It’s one of the best methods to consolidate complex information into an easy-to-understand format with little effort from the end-user.
Compared to text or still images, videos captivate viewers more. Their ability to captivate viewers and keep them engaged with your website for longer is undeniable. The old saying still holds – a video is worth a million words. Actually, according to Dr. James McQuivey, one minute of video is equivalent to 1.8 million words.
Video content ensures 50% higher information retention compared to text, aiding in consistent messaging across various consumer touchpoints (Source: Insivia).
Enhanced Communication and Brand Image
Utilizing video allows brands to communicate their message more dynamically and memorably. Videos can present a cohesive brand image that resonates emotionally with viewers by combining visuals, sound, and text. For example, a well-crafted brand video can tell a compelling story about a company’s origins, mission, and unique value propositions, setting it apart in a crowded market.
Hubspot did a survey that exposed the exponential growth of video marketing. They found that Social Media posts that contain video have a 48% boost over those without.
It gets better! They see a 68% percent increase in engagement when people use videos on Facebook. That’s a lot of people being exposed to your brand and possibly commenting on it with their friends. Just think about how many times you’ve shared a video.
The Rewards of Video Production Outweigh the Cost
Videos can be expensive to produce, but a well-produced video or motion graphics animation can be leveraged across all digital and social media channels.
We had a client who launched an attraction in a new wing of their building – they are a local cultural destination. We produced a teaser video that got a lot of mileage during the six months leading up to the opening. This video led to hundreds more conversations on social media.
They used the videos in digital ads and social media and had the footage on hand to give all the news agencies running a story on the new attraction.
“This helped our client maintain consistent brand messaging before the launch and expanded its audience significantly.”
That video reached tens of thousands of viewers for a modest production budget. You can measure the engagement of your videos because most streaming platforms and CMS have analytics baked into the hosting environment.
Video on Landing Pages Improves SEO
Search engine results pages (SERPs) often favor websites with videos. Including videos on your site that are keyword and description-optimized will boost its exposure to both users and search engines. Every video in the search index has a 50-fold higher probability of appearing on the first page of results than any text page in the search index.
Google wants to help consumers find helpful material – results that answer their questions. The goal of any business is to assist customers in solving problems and delivering a positive user experience.
Get more organic search traffic and Google trust signals by making original, never-before-published content. Create content for humans by humans. This is not to say that you shouldn’t use AI because it can be really helpful for research and help create abstract ideas for articles.
BTW, the search engines can identify what’s original and what’s being recycled.
Google has introduced a new idea called E-E-A-T:
• Experience.
• Expertise.
• Authoritativeness.
• Trustworthiness.
Video and additional supporting content can convey all of the items in E-E-A-T. You can earn ranking rewards for creating videos and other resources that users can utilize to get relevant answers to their inquiries.
There is no denying it now. When searching for most things, videos appear at the top of the search results page. That content often links to company website pages, including yours! – This is part of Content Marketing 101.
Video Marketing Supercharges Conversions!
Studies on the effectiveness of web videos reflect an overwhelmingly positive impact on consumers. Visitors to websites that include video are significantly more likely to stay longer. Studies have also concluded that people will feel more confident about your product or service after watching a video. Most importantly – they’re more likely to take action.
- People spent an average of 1.4 times more time on pages with video than without! Wistia
- Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Source: Insivia)
- People who watch your videos are more likely to become clients. People who watch product videos are 64-85% more likely to purchase. (Source: Linkedin)
- Videos improve lead nurturing and attract 300 percent more visitors. (Source: Marketing Sherpa)
- Landing page videos can increase conversions by almost 86%
- According to Wyzowl, 91% of businesses utilize video as a marketing strategy, an all-time high since we began tracking this data in 2016. (Source: Wyzowl)
- Google offers video results; any given video in the index has a 50 times better chance of appearing on the first page of results than any given text page in the index. Those are some attractive odds. (Forrester Research)
Videos Offer a Better User Experience
UX encompasses all aspects of the end-user’s interaction with a company, its services, and its products.. Successful user experience requires placing oneself in the user’s position. Video material, which is both dynamic and interactive, can significantly improve the user experience. They can also accommodate various learning methods, making your website more accessible to a larger audience. The graph below represents our methodology for content creation.
Senior Marketing Professionals Know The Benefits of Online Video
Surveys report a dramatic trend toward web video, with more than two-thirds of senior marketing and media executives identifying online video as a primary focus of future campaigns. Most media professionals have stated they plan to launch online video projects for their near-future marketing goals.
Now is the time to embrace the video marketing benefits and remain competitive! When it comes to video production and your audience, quality counts. That’s why we are committed to the highest production level while we try to establish a budget that fits your goals. Let Mighty Fine Production Company take your online video marketing and advertising to the next level. Call one of our producers to walk you through the process or if you have any general inquiries.
If you want to know more about our process before calling, check out our post: Video Production Process | How To Choose The Right Production Company. Additionally, check out our Frequently Asked Questions if you have further questions about the production process.
