20 May 2020

The importance of video marketing in 2020

Video marketing is one of, if not the, most important marketing trend today and likely for the next 5-10 years. These numbers show the importance of incorporating video into your digital marketing strategy in 2020:

70% of consumers say that they have shared a brand’s video
72% of businesses say video has improved their conversion rate
52% of consumers say that watching product videos makes them more confident in online purchase decisions
65% of executives visit the marketer’s website and 39% call a vendor after viewing a video
Video is by far the most popular way customers want to learn about new products. And don’t just think YouTube. To witness higher engagement with your video marketing, you can create a video post or start a live broadcast on Facebook, Instagram or LinkedIn.

One of the issues that marketers have faced in recent years is the growing shift to mobile devices.

Those long-form sales pages and emails of yesteryear are losing efficiency because on mobile screens, they’re simply too difficult to read. But video can present the same information in a format that works perfectly regardless of platform.

Google’s noticed this and is rewarding video producers: If your site includes video, it’s 53X more likely to get a first page spot in search results. Why? Because video improves SEO, which boosting a business’ ranking.

However, one of the most valuable benefits of implementing a video marketing campaign is how it allows you to easily reformat your content. Imagine that you’ve recorded a video for your YouTube channel. Instead of just publishing it to youtube you could also:

Get it transcribed so you have a text version of the video
Publish the transcription on your blog under an embedded YouTube video for better rankings
Upload the raw video with the transcription as subtitles to Facebook (native Facebook videos get a much higher impression share and engagement than shared YouTube videos)
Turn the transcription into a standalone blog article with a short rewrite and addition of relevant stats/images
Rip the audio alone and use it as a podcast episode
Use video thumbnails in your email marketing campaigns and the word “Video” in subject lines to increase email engagement

Here are some other video marketing trends that are gaining more and more traction:

Live video is particularly popular with a large number of businesses who use it for interviews, product demos and behind-the-scenes glimpses of the brand, such as life in the office, how products are made, company events, etc.

1:1 video is when businesses or marketers create personalized video messages rather than make phone calls or send emails. With the decreasing cost of film equipment and increasingly high-quality smartphone cameras, this is easier than ever.

Shoppable video content has become a super easy way to shorten the customer journey by allowing people to buy products directly from a video or image. When someone hovers their cursor over the image, a “shop now” button pops up and takes you to the product page

Video SEO. YouTube and other videos are displayed in the SERPs, so video optimization is becoming much more important – like using text overlays and closed captions, in addition to your description, title and file names. Check out this guide to learn more about YouTube SEO.

360-degree video content, which allows for a more interactive experience, is on the rise – just look for the circular symbol in the top left corner to start sliding the moving image left or right as it’s playing.

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