Why Video Content Will Grow Your Product Marketing in 2020
Want more product sales? Want better product marketing? Using video content is the answer to both. People spend over 1 billion hours watching video on YouTube each day, and it’s growing on other social channels. People prefer video because it’s easy to digest, gives our eyes a rest from textual information, and is more entertaining.
Why Video for product sales?
Video is the most versatile and engaging form of content that you can use when it comes to product marketing. Consumers like video because it gives them a visual representation of the product. Professionals love video because consumers are 95% more likely to remember a video message than they are a written message. It’s for this reason that video content has, on average, the highest return on investment when it comes to marketing.
Thanks to the internet, video is more accessible today than ever before. The current trends show that higher quality video is viewed more and has much higher engagement than “homemade” videos. So having high-quality video content for your product marketing is a win-win for your business and for your customers.
Types of Video
There are many different types of videos out there and part of creating an effective content marketing strategy is having a solid understanding of your purpose before you sit down to create a video (or any other type of content, for that matter). To that end, you want to make sure both the type of video and the channel (if you’re posting on social) fit the purpose of the video itself.
There are more types of video content than we have time to discuss. But let's go through a few types that we have found are the most useful when it comes to product marketing:
Explainers can help educate people about your product and can be used for instructions, customer service, and a lot of other applications.
Product review and demo videos can be created by current and past customers to show off your products and services. If you can find people in the industry looking to boost their social following, this can be a great way of essentially getting free advertising. This also gives you the added benefit of seeing, in real time, what customers are saying about your products, which helps you to have better messaging in the rest of your marketing.
4 Stats that Prove Video is Essential for Product Marketing
1. Informing and Educating
97% of marketers claim that videos help customers understand products. (Hubspot)
Because of the internet and mobile connectivity, consumers and businesses simply don't want to be sold in the same ways of the past. Instead, they’re doing a quick internet search to find the best product and they are looking at reviews and videos of people reviewing those products.
This is why it's so important to approach any marketing plan today with a value-based offer instead of a “sale”. And videos excel at giving customers a really up-close look at a product and how it works.
2. Search Engine Optimization (SEO)
Over 80% of all traffic will consist of video by 2021. (Cisco)
Search engines, especially Google, love videos because they see them as high-quality content. In fact, an optimized video increases the chance of your brand showing up on the first page of Google search results by 53 times (Forrester Research). That’s why using different types of videos on your main web pages can work wonders for your SEO -- as long as the videos themselves are set up properly. This means using the right keywords, solid descriptions, and a strong title.
3. Staying Competitive
81% of businesses are now using video for marketing. (Hubspot)
Videos are amazing for product marketing (sorry if it sounds like we are repeating ourselves), and if we think in terms of customer attention, a short, unique explainer video can do a world of difference when it comes to educating people on the ins and outs of your products. By using storytelling and unique types of media you can easily catch people’s attention and hold it while they’re actually entertained.
Depending on how it matches your product, you may want to use an animated or illustrated explainer video to stand out from the crowd.
4. Boosting Conversions
90% of consumers claim a video will help them make a purchasing decision. (Social Media Today)
Wyzowl claims that 74% of people who get an opportunity to see a product in action in an explainer video will buy it. And landing pages are great places to showcase videos, boosting conversion rates by up to 80% in some cases.
Another reason why video is great for product conversions is that videos actually keep people around longer on your website. This is especially true today because consumers are becoming less and less likely to read about a product than they are to watch a video about a product. People watching a video stick around for two whole minutes longer if there’s a video.
Tips for Best Practice Video Marketing
Okay, there you have some amazing reasons for using video content in your product marketing. But how do you actually go about making a video that’s engaging and optimized? Here are some tips.
First, figure out what the ideal video length is for your product - here’s what Hubspot recommends:
Instagram: 30 seconds
Twitter: 45 seconds
Facebook: 1 minute
YouTube: 2 minutes
Videos on landing pages and web pages can be very effective but only if they don’t scare viewers away. You’ll also want to be sure to keep your video mobile friendly.
And don’t forget that when you are creating product marketing videos, you need to have a good call to action, regardless of the platform on which those videos reside.
Video is one of the most popular content forms in the world, and it’s growing every year. There is still a lot of room for companies to start creating product video content and to get their piece of the pie.
AutoNetTV has been producing award-winning videos for marketing, training, and product information for over 10 years. We’re experts in the automotive industry and understand a wide spectrum of technical, practical and legal issues affecting your company and products today.
For a free consultation to review the scope, timeframe, deliverables, and potential costs of your next video project, email or call Shawn Bird at firstname.lastname@example.org, (801) 683-6805.