How to Use Video Content Effectively to Grow Your Business

Dakota Murphey
Business Growth Consultant
15th February 2022

We’ve long known that content is king when it comes to marketing. But this doesn’t have to mean written blogs, websites or social media posts. Did you know that videos are now the top format for marketers to use in an effective multi-platform content strategy? 

According to industry statistics, 86% of businesses use video as a marketing tool. The average person spends around 100 minutes per day watching online videos, which will make up more than 82% of all consumer internet traffic in 2022. Video viewers retain 95% of the message compared to only 10% when reading the same message in a text.

Whether you run an ecommerce site or a yoga studio, have a manufacturing business or offer legal services, it is clear that using video content well can boost your business. Not only is this the medium that can convey the most information to consumers in the shortest amount of time, it’s also the type of content that people now prefer to consume.

If you want to connect and engage with your target audience, tell them about your brand and convert them to customers, the best way to do this is to meet them where they are. The right video and visuals with the right message, targeted at your customer demographic with pinpoint precision, can really help your brand stand out from the crowd and drive sales.

For best results, create quality content that your viewers want to watch and share. Engage a professional videographer to help you produce professionally crafted and visually engaging pieces, or invest in some good quality equipment and retain control of your own in-house production. The Best Value Photo and Video Kit for 2022 video below is a great example of how it’s done.

Increase audience engagement

If you are looking to boost engagement on your website, video marketing is a highly effective tool. Figures suggest that internet users spend nearly twice as much time on a website with a video. Over three quarters of customers prefer to learn about a product or service by watching a video about it, and 84% of buyers report making a purchase as a result of having watched the video. That’s a huge engagement rate compared to other media.

Engaged users are more likely to respond to a call to action, whether it’s to follow your business on Instagram, subscribe to a newsletter or fill in a contact form.

Even just putting the word ‘video’ in an email subject header is said to increase open rates by nearly 20%, reduce unsubscribe rates by 26% and boost click-through rates by two thirds.

Convey a clear message

When it comes to getting the message across, we know that pictures are worth a thousand words. With video, the effect is compounded further. According to Dr James McQuivey’s Forrester study, a video is worth 1.8 million words! There is simply nothing to beat video as a medium when you want your customers to understand complex messages – it cuts straight to the chase.

The power of communication by way of video is that it is simple, quick and direct. With no blocks of text to read, the customer’s mind is free and open to receiving moving images combined with sound, leaving a strong impression on the viewer and a clear message that is easily absorbed and better retained.

And, with 90% of consumers watching videos on their smartphones, video marketing is perfect to attract mobile users.

Improve Google rankings

Here’s another compelling statistic. Company websites with video generate over 40% more traffic than those without. What’s more, your business is 53 times more likely to appear on the first page of Google search results if there’s a well optimised video on your website. To optimise your videos for SEO, give them compelling titles and descriptions and include a link back to your website or product page.

In terms of social shares, videos produce a staggering 1,200% more share volume on networks such as Facebook, YouTube, Instagram, Twitter and most recently TikTok than posts consisting of text and images. People are more likely to share content that is relevant to them. Give them what they want and see social shares driving more traffic to your business website.

Drive forward sales

The use of visually engaging and entertaining video content is an excellent strategy to convert more leads to sales. Did you know that you can increase your conversion rate by 80% simply by having a video on your landing page? And that businesses who use video grow nearly 50% faster in revenue than those who don’t?

Perhaps it shouldn’t be that surprising that video content is proving to be a super effective marketing tool. After all, vision is our most dominant sense. As a business, invest in the quality of your video content and the return on your investment will take care of itself.

The rise of real-time video

Finally, spare a thought for live video content, which is becoming increasingly popular. Facebook Live and Instagram Stories are the front runners. “Instagram Live lets you broadcast video to your followers in real-time as part of Instagram Stories - a feature that launched in August and is now used by 100 million people every day,” explains one industry expert.

Use ‘lives’ to give your audience a glimpse behind the scenes and a sense of direct personal interaction. Give your customers casual, interesting updates or perhaps time-sensitive promotions and build greater awareness and trust in your brand. Facebook Stories and Instagram Stories are only up for 24 hours, which adds to the real-time feel.

Keep it authentic

Rather than using video content as a hard selling tool, focus on sharing information, education and valuable advice. Build a relationship with your customer demographic over time based on trust and authenticity and reap the benefits of long-term brand loyalty.

Without a doubt, video is the best marketing tool to help position your brand and stand out from the competition. In a world that is becoming increasingly impersonal, we all crave human connection and share in people’s everyday lives. As a business, video offers the perfect way to get up close and personal with your target audience.

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