The power of the content you create and publish cannot be overstated, which is why any professional content marketer worth their salt should be striving to produce engaging and original content. And currently, the biggest trend in this regard is video content.
It is a known fact that 90% of customers feel that video content helps them make more informed purchasing decisions. This is just one of the many reasons why it is widely believed that video marketing will be the future of content marketing.
Since the outbreak of the COVID-19 pandemic, digital content consumption has increased significantly. When executed effectively, video content can be a standout medium in this crowded online space.
Allow me to expound upon the reasons why video is the future of content marketing.
Firstly, video humanizes your brand in a way that written content simply cannot. The proliferation of YouTubers as entrepreneurs is testament to this – YouTube became popular because people realized that posting informative content helped them create a deeper relationship with their viewers. Brands have adopted a similar strategy, with the aim of creating online video content that humanizes their brand and establishes a relationship with their audience. When people are emotionally triggered, they are more likely to make a purchase.
Pinterest is a prime example of this. They produced an online video that showcases what it is like to work at Pinterest and introduces the people behind the product. In a similar vein, you can use visual content to tell your own story and allow your audience to get to know you and your company, thereby increasing their trust in your brand.
Secondly, video improves your conversion rates. The impact of visual content on conversion rates is not a myth, it is a fact. Statistics show that embedding videos in landing pages can increase conversion rates by a staggering 80%. This is because adding a video to a landing page will increase the time visitors spend on your website. If you are able to capture their interest with entertaining content, they will be more likely to browse the rest of your website. To further encourage action, consider adding a call to action or inspiring text alongside your video.
Thirdly, video makes your content more digestible. Lengthy articles can be off-putting to some readers, and even though you may be providing relevant information and key facts, too much written content can be overwhelming. Video content resolves this issue. By presenting key points of an article or post in easily digestible video form, you are able to give the visitor an idea of what to expect before they even read a word.
Global brands such as Panasonic have embraced this technique. In addition to providing informative and well-written posts, they also include short videos that summarize the key points. In this way, while an article may offer in-depth solutions, a video accentuates and highlights the main points, thereby increasing interest in the topic.
Fourthly, video is more fun and shareable. Building brand awareness is a key goal for any content marketer, and video is particularly effective in this regard. Statistics show that people share videos 12 times more than text and images combined. Brands have taken this approach to the next level by creating personalized videos, which are both enjoyable for the user and valuable for the brand. How-to videos, for example, can focus on highlighting the benefits of a product and offer a tutorial on how to use it.
Finally, video is good for SEO and can be used on various platforms. By including relevant keywords and phrases in the video’s title, description, and tags, you can improve the chances of your video being discovered through search engines. Video is also versatile and can be used on platforms such as YouTube, Instagram, and Facebook.
In conclusion, the trend towards video content in content marketing is undeniable, and it is likely to continue growing in the future. By creating engaging and original video content, you can effectively connect with your audience and differentiate yourself in a crowded online space. So, if you want to ensure your success as a content marketer, it is essential that you keep up with the latest content marketing trends and statistics, and consider incorporating video into your strategy.