In today’s fast-paced digital landscape, video marketing has emerged as a powerful tool that no business can afford to ignore. As you consider your marketing budget for the remainder of 2024, it’s crucial to allocate resources to avenues that guarantee a high return on investment (ROI). Video marketing not only promises impressive results but also offers a myriad of benefits that will elevate your brand to new heights.
At Reels in Motion, with 20 years of experience in the video business, we understand the immense power video holds in unleashing a brand’s full potential. We also know it can seem daunting and complex. These key insights will help you cut through the noise.
If you’d like a free video marketing audit for your brand, get in touch. We’ll help bring your vision to life and make video marketing a breeze.
Let’s delve into why video marketing should be the cornerstone of your 2024 marketing strategy.
Videos capture attention more effectively than text or images, making them a powerful tool for the purpose of sharing your message. Research by the DCA highlighted that people are more likely to watch and engage with videos than any other type of content. HubSpot also surveyed over 700 people in a 2024 Consumer Trends Report, with 37% admitting they prefer to discover products through short-form video content. By utilising video in your marketing strategies, businesses can significantly enhance user engagement, encouraging longer website browsing, longer social media visits and higher interaction rates. Video content marketing not only attracts viewers but also keeps them engaged, leading to a deeper connection with your brand.
Marketing videos can drive higher conversion rates, making them essential for any video marketing strategy. According to video marketing statistics, adding a video to your landing page can increase conversions by up to 80% (Eyeview, 2024). This comes as no surprise, with videos having the ability to explain products and services clearly and concisely. These compelling videos can easily address potential customer pain points, leading them down the sales funnel more effectively than solely text-based content. Additionally, paid advertising utilising videos, such as across Facebook and Google, has been proven to consistently deliver more results, with Gartner reporting that 64% of customers are more likely to buy a product online after watching a video ad.
Search Engines love Video! Optimised videos can enhance your search engine rankings, playing a crucial role in your content strategy. Search engines prioritise websites with rich multimedia content, meaning well-optimised videos can help you rank higher in search results as ultimately it likely means your page is going to be more useful to the customer.
You may have seen that Google displays a video thumbnail next to a search result when a page is promoting video content. This is what is called a “rich snippet,” and it’s been proven that if this appears, users are much more likely to click. To secure one of these, search engines will want the video to be the champion of the page, and you’ll need to ensure that the video has relevancy to the page context.
Video can also increase your SEO because search engines favour websites that have a good user experience, which video offers. Visitors are much more likely to spend time on the page to finish watching a video, video also encourages more click-through and share actions on the page, as well as those all-important conversions.
Video marketing significantly boosts brand awareness by providing a memorable and shareable format for your message. High-quality marketing videos help establish and strengthen your brand identity, making it easier for audiences to remember and recognise your brand. Producing unique videos that reflect your brand’s values and voice can create a lasting impression on your target audience and differentiate you from competitors.
Social video platforms such as Instagram Reels and TikTok offer immense potential for boosting engagement and brand awareness. These platforms favour short, engaging videos that can quickly capture attention and drive interaction. By creating and sharing short-form videos tailored to these platforms, businesses can tap into a vast audience and foster a sense of community. TikTok and Instagram Reels are particularly effective for showcasing your brand’s personality, highlighting product features, and participating in trending challenges to increase visibility.
According to Hubspot, videos are 52% more likely to be shared than other types of content (HubSpot 2024). So, social media platforms not only favour video content by showing it to more people, but users are more inclined to share these videos with their network, amplifying your reach and visibility. By leveraging video marketing techniques and creating compelling, shareable content, you can increase your video’s chances of being shared, thus expanding your brand’s reach and attracting new customers organically.
So, if it’s so great I hear you ask, why doesn’t everyone do it?
Let’s look at some of the reasons why people tend to avoid video marketing, and hopefully, we can bust some of the myths:
Parting ways with that marketing budget that you’ve negotiated may send shivers down your spine. Admittedly, video production can be expensive – however, it all depends on what you need and the scale of the video you are aiming to produce. If you need something that has actors, voiceovers, popular music, and different locations, that will cost more than a set of product videos you are shooting in a studio, for example. That needn’t put you off; however, video production agencies and services will work with you based on what budget you have available.
While traditional forms of video advertising were harder to attribute direct ROI to, such as national television advertising, it’s now easier than ever to track how your videos perform. You can utilise functions such as A/B split testing, heatmapping, trackable links, SEO parameters, sales data and engagement metrics to truly understand the return on your investment. You can even utilise video-analytics platforms such as Wistia so you can measure and optimise your video content. This means you can know those all-important CPC’s, CPA’s, and engagement metrics. What’s more, you can now use trackable television and streaming advertising to target individuals, locations, and demographics and cross-reference that with your CRM data – so you can reach who you want, when you want, and monitor how it does. Simples!
We get it, with marketing teams often being small, it can feel like you won’t have the time or ability to manage a video marketing campaign. By partnering with an experienced video production agency, like us, can take the pressure off your shoulders. We can manage the budget, timescales, creative brief, filming, and edits.
This means you can focus on developing a distribution strategy and ensuring your videos reach the right people. If you’re doing it in-house, however, you can also make the process easier for yourself by planning as much as possible, doing research, utilising project planning documents, and ensuring you determine core milestones and objectives. Using planning documents will help you manage your resources, and it’s going to ensure that your video marketing project keeps on track.
Hopefully by now you have a deeper understanding as to why video marketing is important, and why it should be utilised within your 2024 marketing strategy and beyond. Incorporating video into your marketing efforts not only enhances engagement and conversion rates but also improves SEO and brand awareness. By planning carefully and possibly partnering with a professional video production agency, you can create impactful videos that drive results.
If you would like any more information at this stage, feel free to get in touch with us. We’re here to help you harness the power of video marketing and achieve your business goals.
If you’d like to see how we’ve helped other businesses with their video marketing projects, check out our showreel.
