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Why should businesses use videos in their digital marketing

Lights, Camera, Action! Why Video is Your Secret Weapon in Digital Marketing

Imagine this: You’re scrolling through your social media feed, bombarded with text posts, static images, and the occasional clickbait article. Suddenly, a video pops up. Intrigued, you tap to play. Within seconds, you’re captivated by a visually stunning product demo, a hilarious customer testimonial, or a heartwarming brand story.

This, my friends, is the power of video marketing.

In the age of short attention spans and information overload, video has become the undisputed king of content. Think about it. Would you rather spend 5 minutes reading a dry product description or watch a 30-second explainer video that shows you exactly how it works? Yeah, me neither.

That’s why Neil Patel would tell you (and I wholeheartedly agree) that incorporating video into your digital marketing strategy is no longer optional, it’s essential. Here’s why:

Why You Need Video in Your Marketing Arsenal

Let’s face it, people are hardwired for visuals. Videos are more engaging, informative, and memorable than text or static images. Studies show that viewers retain 95% of a message conveyed through video compared to just 10% of text [Source: Hubspot].

Think of it like this: Imagine a potential customer visiting your website. They have two options: Read a lengthy product description or watch a short, snappy video that showcases its features and benefits. Which option do you think is more likely to capture their attention and lead to a conversion?

Videos are a goldmine for search engines like Google. When you include videos on your website, you’re increasing the amount of time users spend there, which is a key ranking factor. Plus, YouTube is the second-largest search engine in the world, and optimizing your videos for search can drive a ton of organic traffic to your website.

Videos allow you to put a human face to your brand and connect with your audience on a deeper level. Customer testimonials, behind-the-scenes tours, and expert interviews can all help build trust and credibility with potential customers.

Videos are perfect for social media marketing. Platforms like Facebook, Instagram, and Twitter all prioritize video content in their algorithms. This means your videos are more likely to be seen and shared by a wider audience.

Studies show that videos can increase conversion rates by up to 80% [Source: Wordstream]. Product demos, explainer videos, and customer testimonials can all help convince viewers to take action, whether it’s making a purchase, signing up for your email list, or downloading your app.

But Wait, There's More!

Having clearly established the importance of video in the marketing mix, the question some will have is, “What type of videos should I create?”

The answer to this question is that it depends on a few factors, as do all marketing decisions, including the type of business and services/products you offer, the target audience, budget, and your imagination.

What should not be a cause for concern is relative video quality. Gone are the days of videos needing to be overly directed, produced, or polished. The beauty of video marketing today is that authenticity resonates more than ever.

Here are some Video Ideas to Get You Started

  • Explainer Videos: These short, informative videos explain what your product or service does and how it benefits customers.
  • Product Demos: Show, don’t tell! Product demos give viewers a firsthand look at how your product works and its key features.
  • Customer Testimonials: Let your happy customers do the talking! Testimonials build trust and credibility and show potential customers why they should choose you.
  • Behind-the-Scenes Videos: Give viewers a peek into your company culture and team. This helps build brand loyalty and humanizes your business.
  • Live Videos: Live videos are a fantastic way to interact with your audience in real-time. Host Q&A sessions, product launches, or live events to connect with your audience on a deeper level.

Pointers to Remember When Creating Videos

  • Know Your Audience: Tailor your video content to the specific needs and interests of your target audience.
  • Keep it Short and Sweet: Attention spans are short, so aim for videos that are under 2 minutes long.