Content marketing is not a new strategy. The last few years, this trend has been increasing its popularity among digital marketers and brand managers alike. This scenario has favored the appearance of different techniques that aim to interact with specific audiences and drive sales. However, although there are many types of content that can fuel this strategy, the truth is that there is one in particular that has dominated the current digital scene: video.
Nowadays, the world moves at frantic speed, people can’t afford to waste time and attention spans are getting shorter every day, particularly among younger audiences. With these circumstances, it is not surprising that text is being left aside and replaced with more dynamic contents. That’s why video was born as the favorite format of the web.
Videos have proven to be entertaining and easy-to-digest resources. They are also ideal to interact with the desired audience and improve the Return of Investment (ROI). Social Media Today reported that ads with video can boost engagement by 22% because users tend to interact more when you combine images and audio. Additionally, this material is also ideal to increase the time users spend on a website, since, according to the Digital Marketing Institute, people tend to stay two minutes longer if a page contains a video.
Likewise, audiovisual products are essential for SEO strategies, because they help to boost organic traffic by 157%. Google algorithm has shown time after time that this type of content is key to rank better. That’s why adding a video to your website can increase the chance to appear on the front page of the search engine by 53 times.
It is not surprising that the perks of including video in a marketing strategy are also related to revenue. 71% of marketers agreed that audiovisual products increase conversions rates considerably. Moreover, 90% of consumers claimed that videos help them make purchasing decisions.
With these numbers, it is safe to affirm that this trend is on the rise. According to Cisco, by 2019, 54% of Google ads will be video-based and by 2021, 80% of online traffic will consist of audiovisual material.
Generally speaking, videos are not only more captivating than text and images, they also offer a great opportunity to get closer to your target audience. It doesn’t matter if it’s through interviews, live videos or product reviews, these resources allow you to educate your potential clients and show them the essence of your brand.
More and more brands are using this trend, so the real challenge is not just to incorporate videos to the digital strategies, but to find a way to make them stand out from the crowd. Nevertheless, this is a very versatile resource, so the possibilities to innovate are endless.
Despite the advantages, many marketers are still unsure about including video in their marketing strategies, especially because of the production costs. However, current technologies are making it easier to create videos in a fast and affordable way. Therefore, with a tailor-made strategy and a moderate investment, audiovisual contents are accessible to practically any marketer.
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Last Edited on May 25, 2018