The Effectiveness of Video Marketing

 Articles like this one will only be read by a small percentage of the online audience. There Were An Estimated 3.37 Billion Internet Users watching Video in 2022. According to  Statista, a data collection company, there were over 3 billion internet users streaming, downloading or watching video at least once per month in 2022. This number is projected to increase, ultimately reaching almost 3.5 billion by 2023. In just the U.S.A, there were 244 million video viewers (approx) in 2020.

In the 4th quarter of 2022, it was said that videos had an audience reach of 91.8% among internet users, the most popular types being: music videos, comedy/viral videos and how-to videos.

Demonstrating the popularity of video content; “Cisco reports that 82% of global internet traffic will come from either video streaming or video downloads in 2022.”

Why is video more popular than text? This might be because humans have been sitting around the campfire listening to stories for a lot longer than they have been reading books.

So how can you leverage video for your business?

People have short attention spans so you need to make an impression on your audience as quickly as possible.

There are a number of ways of doing this. Stimulating peoples senses is one way. Video combines auditory and visual stimuli, which reels people in before their attention goes elsewhere. Also, high quality content assures people that their time and attention is valued and respected.

When you watch an enjoyable movie or show, you are often forming an emotional connection with the characters / presenters in that show or video. Can people watching your video form an emotional connection with the people on the screen? Successful videos often incorporate these kinds of emotional elements to engage viewers.

Seeing the human side of a business or organisation can be a big factor in encouraging potential clients to choose you because by introducing yourself through video you are making viewers aware of who you are and who they will be dealing with. Also, when people see you in action, it helps forge authority as an expert in the field more convincingly than a written description of your abilities or skills.

Video Testimonies

Video testimonies are another brilliant way to instill confidence in potential clients. Customer testimonial videos are more believable than written reviews because they clarify that these are real-life customers that other consumers can actually see, hear and trust. Further to this, video can capture the emotion of a customer which an audience can relate to more easily.

Challenges…

So what are the challenges facing businesses using video marketing? Statista conducted a survey with a group of marketers in the U.S.A. who were actively creating videos to find out what their biggest video challenges were. This was the outcome of their survey:

• 48% said they feel their organization wasn’t using existing video to its full potential.
• 43% said lack of in-house skill (filming, editing, etc.) was another challenge.
• And 40% said their biggest barrier to video marketing was the lack of a budget dedicated to creating videos. 

Conclusion

Making videos for your business requires creativity, knowledge of human psychology and knowledge of the craft of videography. The combination of these components makes it possible to create real results with a minimum advertising cost.

Emotionally charged, creative video advertising can be spread on the web in a short period of time, potentially getting thousands of views. And this is the whole purpose of video marketing: only the will creative survive!

See the below example of how music can give impact to promotional videos.