The Benefits of Video Marketing in 2017

shutterstock_520079620If you’ve ever seen a Harry Potter movie, you might have seen the “magic” animated photograph of Harry’s parents that he keeps by his bedside. While that may have been reserved for young adult fantasy novels in 2003, it’s definitely no longer a fantasy in 2017. Video is the medium of the future—that’s no secret. But what your competition may not want you to know is that video has come unto its own as an important marketing tool, and if you want to remain ahead of the game in 2017, it’s time to get on board.

Online video accounts for about 74% of global web traffic. In fact, 55% of Americans watch videos online every single day. That’s over half the population. The rise of OTP streaming services, live streaming platforms, and user-generated video apps like Snapchat and Vine has been well documented over the past couple of years, not to mention the more recently developed Facebook Live and Instagram Stories. All of this is to say that video has not-so-slowly but surely come to dominate any given user’s web experience, especially within the scope of social media.

Both consumers and businesses understand that videos are no longer just for entertainment. They are easily accessible, visually appealing, instantly gratifying ways of getting and providing information about products, services, and ideas. Not taking advantage of this kind of massively marketable, shareable, and likable content would be a tremendous missed opportunity to reach potential customers. Captivating videos can reach a previously untapped customer base or educate existing customers in the middle of a buying cycle, and smart businesses know this.

In fact, according to a 2015 survey by Flimp Media and ReelSEO, 96% of B2B organizations are already engaged in video content marketing. 73% say that video has positively impacted marketing results. 83% are using video content for website marketing, 50% for email marketing, and 75% are optimizing video content for SEO.  Animoto stated that 60% of marketers and small business owners said they planned to increase investment in video marketing in 2017.

It is clear that having a video marketing strategy (and a reliable video hosting and streaming platform) for your business or organization has a notable impact not only on brand recognition and revenue, but also on user engagement. Here’s how:

Brand Recognition

  • 62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.
  • Companies using video enjoy 41% more web traffic than non-users.
  • 81% of people feature video on their brand website.
  • 93% of marketers use video for online marketing, sales, and communication.

Increased Revenue

  • Businesses using video grow revenue 49% faster year-over-year than those without.
  • After watching a video, 64% of users are more likely to buy a product online.
  • 40% of consumers state that video increases the chance they’ll purchase a product on their mobile device.
  • 90% of user say that seeing a video about a product is helpful in the decision process.
  • 74% of millennials find video helpful when comparison shopping.

User Engagement

  • Social video generates 1200% more shares than text and images combined.
  • 70% of marketers say video produces more conversions than any other content.
  • Video drives a 157% increase in organic traffic from search engines.
  • Four times as many consumers would rather watch a video about a product than read about it.

So while creating marketable video content today might not necessarily be magic, it can still have a magical impact on your business or organization and your consumer base. Just remember to employ the same basic methods to your video marketing campaign as you would to other campaigns–generate content that consumers can identify with, educate and engage with your intended audience, and work on building a lasting relationship with your customers. Regardless of which video marketing road you decide to go down (and there are plenty of options: live streaming, animation, or plain old transient video), be sure you are providing something that consumers want, and then incite a call to action.