The evolution of video marketing

While we agree that you shouldn’t aim to make viral videos, your company should still focus on producing compelling and inspiring video content. Why? Well, look at the numbers!

 

  • by 2019, 80% of online content will be video
  • video marketing causes 27% increase in click-through rate (CTR)
  • >the average click-through-rate of video ads is 1.84%
  • 97% of marketers say that video has helped increase user understanding of their product or service
  • 76% indicated that it has helped increase web traffic and sales.
  • >81% have bought a product or service as a result of watching a brand’s video.>

 

2018 was a year where video truly became the main driving point of any marketer that is worth their penny: it drove brand awareness, conversion and traffic. Video allowed for a company to put a face to the business.

This major shift of 2018 was mainly created thanks to extensive research – brands became aware that customers are looking for interactive content. This was further helped by big platforms evolving to meet these expectations. YouTube added their TrueView for action and the rest was history.

If your brand has yet to capitalise on these changing behaviours, 2019 can truly be the year where you can progress. Most importantly you need to try and cut through the noise. That means having excellent customer insights. Are your customers impulse buyers? Look at Yoox, who have created pre-roll video campaigns where viewers had 25 seconds to click on a link that brought them luxury items for a discounted price.

 

Customer insights can help you pinpoint a custom audience, and then it’s only a matter of adjusting your creative to be multipurpose. Blend it so it doesn’t only attract, but also includes, performance formats that Call To Action.

Also, don’t be worried about repeating yourself. Incorporating a message across different formats will only drive the subconscious need of your buyers to know more. Take a look at Netflix. When launching a campaign on a specific title they do it through a multi-channel approach that is personalised to each platform.

Lastly, 2018 has brought about a penchant for the authentic and raw. You don’t have to have a high production value. Yes, the quality is important, but you can leave the special effects and instead focus on the authentic story and experience.

If you’re interested in creating an online video strategy for your business, get in touch – we’d love to help.