As video content has become more prevalent in recent years, it’s become clear that videos are a necessary facet of any successful digital marketing strategy. As a business or nonprofit organization, you have the opportunity to explore different creative avenues to determine what works and what doesn’t for your target audience. Here are some key insights into the power of video marketing, and how videos can be used to tell your brand’s story.
VIDEO IS A POWERFUL STORYTELLING TOOL
With so much changing in the world of marketing, we know it can be difficult at times to keep up. One thing we know for sure: Video marketing is one of the most powerful strategies for telling your brand’s story online.
THE IMPACT OF COVID-19 ON DIGITAL VIDEO CONSUMPTION
Video content was already on the rise before the COVID-19 pandemic struck, and now it’s even more relevant: In fact, A recent study by ClickZ shows that 80% of consumers have increased their consumption of digital content since the COVID-19 outbreak.* Furthermore, the marketing resource company predicts that that by 2022, 82% of internet traffic will be driven by video.*
Why is this important? Because now, more than ever, your company or organization is swimming in a very large pool of other brands that are all competing for attention. The question is, how will you stand out?
VIDEO MARKETING TRENDS
One surefire way to stand out is by utilizing popular video marketing trends to increase traffic. Current trends include live video streaming, 360-degree video experiences and animated explainer videos.
Marketing trends are always changing, and it’s important to develop a flexible strategy that allows your business or organization to adapt accordingly. At the same time, remember to always keep your brand’s voice, values and purpose at the core of your digital marketing strategy.
BY THE NUMBERS
Still not convinced video marketing is necessary for a successful digital marketing strategy? Don’t just take our word for it – let the numbers speak for themselves. Consider these facts and figures from YouTube:
500 Hours of Videos uploaded per minute: Last updated: 10/20/20
YouTube Demographics in the United States
- 73% of adults use YouTube
- 62% of businesses use YouTube
- 51% of people over 75 watch videos on YouTube
- 51% of YouTube users say they visit the site daily
- 37% of people aged 18-34 are binge-watching YouTube daily
- 70% of YouTube watch time comes from mobile devices
Furthermore, consumer Insights for 2020 from Animoto, a leading video creation platform, found that despite continued growth for Facebook and Instagram, YouTube is the platform rapidly gaining traction as the place where consumers are checking out new brands and making purchases. In fact, this year, YouTube outranked Facebook as the top platform impacting consumer behavior.
USING VIDEO FOR BETTER BRAND STORYTELLING
Brand storytelling is a necessary feature of any successful marketing strategy. Industry research shows that stories are the most effective way to communicate your brand and connect with your audience. Combine a great brand story with video, and you get a powerful combination.
Videos are the ideal medium for communicating brand stories because they allow you to combine multiple sensory details — voiceovers, music, visuals, graphics — to connect with viewers on a deeper level. Ultimately, telling your story with video helps humanize your brand in a way that the written word or a static image cannot.
Effective brand storytelling requires a multi-dimensional marketing approach, and in today’s increasingly digital world, video is the most dynamic way to tell great brand stories.
If video marketing is the future of brand storytelling, then the future is here. If your business or organization isn’t already utilizing video to tell your brand’s story, the time to start is now.
*SOURCES
Clickz.com Definitive Guide to Video Marketing
Clickz.com Adapting to the New Normal Video Content Strategy