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What Impact Does Video Have On Your Digital Marketing?

Video has become an indispensable tool in the digital marketing arsenal, offering a compelling way for brands to engage with their audience. The statistics are convincing and underscore the necessity of integrating video into marketing strategies.

The Impact of Video By Marketing Channel

  • Advertising: Paid campaigns see a significant uplift from video integration. Video ads can boost engagement by 22%, and it’s predicted that 54% of all Google ads will be video-based. A staggering 36% of online consumers trust video ads, a substantial trust factor in purchasing decisions. Furthermore, enjoyment of video ads can increase the likelihood of a purchase by a remarkable 97%.
  • Conversion Rates: Conversion rates also see a substantial boost with the use of video. About 71% of marketers report that video converts better than other types of content. Consumers seek more information after viewing a video ad, indicating a high level of engagement.
  • Dwell Time: When it comes to retaining visitors, video proves to be incredibly effective. The average website visitor spends 88% more time on a site that contains video content. This improves engagement metrics and provides more opportunities to convey your marketing message.
  • Email marketing: A traditional stronghold of digital communication is revolutionized by video. Emails that include video content can increase a click-through rate (CTR) by 2-3x. Most marketers, 82%, consider video highly effective for email campaigns.
  • Search: Video content dramatically increases organic traffic from search engines by 157%. This is a testament to the power of video SEO, as search engines prioritize content that enhances user experience. Further emphasizing the importance of video, adding it to your website can amplify your chances of landing a front-page Google result by 53 times.
  • Social Media: Each platform shows unique benefits when incorporating video. For instance, video posts on Facebook have 135% greater organic reach than photo posts, and tweets with video see ten times more engagement than those without. Instagram’s video content is no exception, with 40% of users stating they have purchased products or services after seeing them on Instagram stories.

The commitment to video marketing is robust, with 96% of marketers having invested in video marketing the previous year.

Incorporating Video into Your Marketing Efforts: Tips and Strategies

  1. Start with Your Website: Ensure that your homepage and key landing pages include engaging video content that explains your products or services effectively.
  2. Optimize for SEO: Use relevant keywords in your video title, description, and tags to enhance visibility on search engines.
  3. Leverage Social Media: Tailor video content for each social media platform, making use of live videos, stories, and regular posts to engage with your audience.
  4. Enhance Paid Campaigns: Include video in your paid advertising campaigns to increase engagement and trust, which can lead to higher conversion rates.
  5. Integrate with Email: Embed videos in your email marketing campaigns to increase CTRs and keep your audience engaged with your content.
  6. Measure Performance: Use analytics to track the performance of your video content across different platforms and adjust your strategy accordingly.
  7. Encourage Sharing: Create shareable video content that viewers are likely to spread across their networks, thereby increasing your reach organically.

Video is not just a trend; it’s a proven strategy with quantifiable benefits for engagement, SEO, social media presence, paid campaigns, and email marketing. Companies not yet leveraging video marketing miss out on a substantial opportunity to connect with their audience and boost their digital marketing results.

You have to appreciate that the designers of this infographic also included the video… a fantastic way of engaging some users who prefer video while repurposing the content!

impact of video in digital marketing
Source: theEword

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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