The three reasons you should use video marketing as part of your digital strategy

24 Jul 2018

Are you utilising video in your digital marketing strategy? Read on to learn more about its three key benefits

More and more brands are turning to video marketing to promote their services and products, using tutorial, behind-the-scenes, product and testimonial videos to engage with customers. To help support its advertisers and clients, Archant Bride is rolling out a new digital marketing offering in the form of social media videos.

For a competitive price, the Bride team will supply a videographer to film up to two interviews on location, resulting in a 60-90 minute video that is published across Archant Bride’s social channels. This includes the relevant regional Facebook page (i.e. Norfolk & Suffolk Bride), bridemagazine.co.uk, and the main Bride Twitter and Facebook pages. The video is also provided to the client for use on their own channels and website.

But how, exactly, does video marketing benefit a company’s digital marketing strategy?

1. Engagement

It has been proven that video posts on social media reach a larger number of people compared to other forms of posts. For example, video posts on Facebook have a 135% greater organic reach versus photo posts. On Norfolk & Suffolk Bride’s Facebook page, the video “How to find the perfect wedding dress with Pure Brides in Norfolk” has reached 7,735 people to date, with 17 shares and 3,500 views - compared to 846 people and zero shares reached by the “How to find your perfect wedding dress” article link, which was accompanied by a photograph. Not only that, users are more likely to comment on video posts, tag their friends and start a conversation, as well as share the video on their own channels. An increase in engagement leads to an increase in exposure, allowing businesses to reach more potential customers/clients and grow their brand awareness.

2. Search engine rankings

Google’s search algorithm prioritises websites with quality, informative content – and that includes videos. If a company’s website or social media page includes high-quality videos, it is likely to be pushed up on search engine result pages, drawing in more visitors. According to Mist Media, the average user spends 88% more time on a website with video than without, thereby improving the bounce rate and amount of unique visitors. The combination of bounce rate and time-on-site metrics is known as ‘dwell rate’, i.e. how long a person spends on a website before clicking back to the SERP. The higher the dwell rate, the more content a person has consumed on the website in question; this high volume and proof of informative and engaging content generates better authority in the search algorithm, further increasing the website’s ranking. The higher up the search results a company is, the more likely customers and clients are to click on the website.

3. Enriched user experience

In today’s digital age, it is important to capture people’s attention quickly and efficiently. Videos are a medium of communication that is easier to consume; instead of reading through paragraphs of text, customers can receive the information they require in just a couple of minutes. Not only that, videos are also more accessible and more likely to be viewed than an article or photograph. One-third of online activity is spent watching video, and 45% of people watch more than an hour of Facebook or YouTube videos a week. Furthermore, videos give businesses the opportunity to put a face or personality behind their brand, or prove their expertise on a certain subject, increasing consumers’ trust in the company as a leader in its sector.

Videos cost a lot to make, not just in terms of money but also time, effort and energy. Despite this, 52% of marketing professionals worldwide name video as the type of content with the best ROI. This is due to a combination of the above factors. Higher engagement, increased search engine rankings and an enriched user experience are all indicators of a successful digital marketing strategy – particularly when they convert into qualified leads, sales, or an increase in bookings. After watching a product video, 64% of viewers are likely to purchase that product online.

Take the stress out of video marketing by getting in touch with Archant Bride now at bridemag@archant.co.uk for more information about its social media video packages, or take a look at the examples below: 

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