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Case Study: Video Marketing in 2016: Here are Four Reasons Why You Need to Invest

July 19, 2016 in Marketing
In the next five years, Facebook predicted that it “will be definitely mobile, and will be probably all video.” This quickly came following an announcement that Snapchat overtaking Twitter’s spot in the top three social media platforms, behind Facebook and Instagram.The reality is that online marketing increasingly being driven by video, and it’s critical for advertisers, publishers, and brands to hop on board or risk being left behind. Here are 4 reasons video marketing should be at the forefront of your online marketing efforts.

1. Moving Images are More Compelling than Written Text

“90% of all communication is non-verbal.” Basic human nature forces us to seek out visual content as opposed to written text. This translates into the marketing world as well. Four times as many consumers would rather watch a video about a product than read about it. While today’s marketing is saturated with text and images, a brand can catch more of their audience’s attention simply by translating their brand messages into video. Forrester Researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words.

2. Video Marketing Delivers a More Emotional Connection

According to the Harvard Business Journal, establishing a customer connection can reap huge payoffs for a brand, stating that “emotional motivators” can gauge a customer’s value to the business more than anything else, and that brand awareness and customer satisfaction can be an “important new source of growth and profitability.”
A great example would be Dove’s Father’s Day commercial from a few years ago. While concept is very simple, the video is able to bring out strong emotion and connection in under a minute.

3. Video is Viral

Users are more likely to share video content more than any other form of online content. In fact, social video generates 1200% more shares than text and images combined. Brands that use video are able to to educate, inspire entertain, and increase brand awareness all in one video. And with the saturation of information  online these days, video marketing makes it quick and easy for communication and understanding to happen as quickly as possible.

4. Video Boosts Conversion Rates

Not only is video shareable, it has the ability to increase conversion rates. 90% of users say that seeing a video about a product is helpful in the decision process. 46% of users take some sort of action after viewing a video ad, according to the Online Publishers Association. Video not only draws your customers in, but provides a compelling reason for them to consider your products and services.