When it comes to turning viewers into customers, video takes the lead as the core element of your marketing strategy. We’re not making this claim merely because we specialize in video creation. Numerous studies support the effectiveness of video over written content in most cases.
Now, let’s clarify what we mean by “effective.” Effective refers to building an audience, generating buzz around your brand, and driving sales of your products or services. In these aspects, video emerges as the superior choice.
Video Earns Praise from Marketers and B2B Buyers
Mastering video marketing requires finesse, but when done right, there’s no better way to convert viewers into customers. Don’t just take our word for it—ask those who possess valuable insights: your fellow marketers. An overwhelming majority of marketers, 98%, agree that video outperforms or matches the conversion rates of other content types. It’s an impressive statistic, with 98% agreement being a rarity in itself.
But it’s not just marketers who recognize the power of video. B2B buyers also strongly prefer video content, with 95% acknowledging its significant role in their purchasing decisions.
If you’re still on the fence about investing substantial resources into video creation, let us present five reasons why video is exceptionally effective.
Videos Capture Attention
In the realm of digital ads, half the battle lies in catching people’s eyes. Consider what grabs your attention while scrolling through a website. Is it a plain text ad or a vibrant video?
Videos inherently possess greater allure than static ads. It’s rooted in basic psychology—our eyes are naturally drawn to movement. As a result, videos stand out and capture attention. Statistics support this claim, as online video ads are over 27 times more likely to be clicked than static banner ads.
Videos Engage Viewers
Beyond grabbing attention, videos have the remarkable ability to hold it. By blending movement, sound, and text, videos can convey substantial information in a condensed format. It’s often said that a one-minute video is equivalent to 1.8 million words.
Moreover, our brains process visuals significantly faster than text—thousands of times faster, in fact. When you have only a few seconds to engage someone, video becomes the medium of choice.
Additionally, videos excel at storytelling, a beloved activity for the human brain. Stories evoke strong emotional responses, driving people to share, comment, and like. For instance, tweets with videos are six times more likely to be shared than those with images, and images themselves are 150% more likely to be shared than text-only tweets.
Videos Drive Website Traffic
We’ve emphasized it before, and we’ll do so again: videos have a substantial impact on SEO. Wistia, a leading video hosting company, discovered that indexing their videos with search engines led to a 10% increase in overall organic search traffic. Marketers widely echo this sentiment, with approximately 87% stating that videos helped boost their web traffic in 2022—an impressive growth from 55% in 2015.
When viewers share your videos or link back to your website, it creates inbound links. Inbound links significantly influence your SEO ranking, as they enhance your site’s authority in the eyes of search engines like Google. Consequently, your website climbs higher in search rankings, creating a positive feedback loop.
Videos Enhance Brand Recall
Have you ever found yourself reading an entire page of a book, only to realize you can’t recall what you just read? This frustrating phenomenon is known as regression. However, videos substantially reduce regression.
According to HubSpot, 80% of customers remember a video they watched within the past month. Videos have the unique ability to package information into a concise narrative that engages viewers in a way that text cannot replicate. This makes videos more memorable because people are far more likely to remember a story than a list of facts or information.
Videos Increase Buying Intent
Videos play a pivotal role in guiding customers through the marketing funnel. The success of any marketing campaign is ultimately measured by conversions—when people purchase your product or service, it signifies that your marketing efforts are effective.
Research indicates that videos can significantly boost purchase intent by as much as 82%. Furthermore, a substantial 73% of consumers claim they are more inclined to make a purchase after watching a branded video about a product or service.
In conclusion, the advantages of video over written content are evident. Videos capture attention, engage viewers, drive website traffic, enhance brand recall, and increase buying intent. Incorporating video into your marketing strategy can yield impressive results and help you achieve your goals.
If you’re considering investing in video creation and need assistance, feel free to reach out to us. We are here to support you in leveraging the power of video for your business.
Remember, when it comes to maximizing your marketing efforts, video is the compelling choice that can propel your brand forward in today’s digital landscape.
