Why Video Should Be Considered A Critical Part Of The Marketing Mix

Videography & Social Media

The evolution of videography goes hand-in-hand with the ever-developing social media platforms, it’s everywhere and its popularity is only set to increase. But you may be wondering what the benefits of videography are and how they can benefit your company’s engagement strategy?

As the modern world increasingly begins to orbit around the digital environment, marketing content is required to be more unique, authentic and eye-catching to effectively compete against digital clutter. Nothing is quite as successful in achieving this as video content. In fact, recent studies have found that 84% of people have been influenced to purchase a service or product just through watching video content (Wyzowl, 2021). Therefore, by creating engaging and informative videos that showcase the people, culture and personality of a business higher engagement rates can be achieved.

Capture Consumer interest with Video

Not only does video have the ability to portray a story or brand message but can also capture consumer interest in an instant. Videographer and partner to BFM, Rob Curd, emphasised this when we asked him why he believes video to be so important in marketing strategies:

“A study by Microsoft found that our attention span is now no more than 8 seconds, a whole second slower than a goldfish. Video is the future when it comes to grabbing our client’s attention and keeping them engaged long enough to deliver our marketing message.”

(If you would like you get a better understanding of how to use video get in touch with Rob, to join one of his free online courses.)

Rob’s point is proven by the fact that 96% of people have watched video to learn more about a product or service, and people are twice as likely to share video content with their friends over any other type of content. But it doesn’t end there, the benefits of videography aren’t all from the consumer’s perspective. In 2020, 92% of marketers said that video is an important marketing strategy, 88% of marketers said video marketing provides them with positive return on investment, 83% said video helps them with lead generations and 87% said video has increased traffic to their website. Not only this, but video content can also help to push customers down the sales funnel through regular engagement, with 80% of markers saying video has directly helped to increase sales.

Connor Styche, one of the Built for Marketing team, comments on how “video is so flexible and can be the perfect marketing tool to combine creative and informational messages. It can also allow you to explore different channels and with intelligent reporting it can demonstrate clear ROI.”

Use Video to your Advantage

We always encourage our clients to use video to their advantage; it can be a key part of the customer journey, helping to build trust, retain attention and provide clarity when used correctly. Customers want to be entertained without feeling like they’re being sold to which is why video provides a great soft-sell approach. Identifying customer touch points and areas where customers can benefit from video content creates an audience-centric campaign which results in higher conversion rates and online engagement.

Overall, a positive marketing strategy is about connecting with your audience and successfully building both a brand reputation and strong relationships. This is done by ensuring that the service or product, is in the right place at the right time, through the right form of promotion. Another of BFM’s video partners, Sam Fox from Fox +, demonstrates how video is integral to achieving this, commenting that “video lets you connect with your audience on a more personal level, increasing awareness, credibility and understanding. By telling compelling stories, we can really show the viewer why they need your product or service in their life in the most engaging and accessible way possible”.

To summarise we have put together 5 main benefits of video marketing:

• Video boosts conversion rates
• Allows to establish a personal message
• Search engines LOVE video
• Encourages social shares
• Builds credibility and trust

At Built for Marketing, we love and get excited by including video in our marketing strategies. We partner with a variety of different videographers to capture the story and brand messaging of our clients. Not only this, but they are a great tool to use as part of product launches, event promotions, information sound bites and the list goes on. Any channel which connects the client with their audience in such an intimate way is highly regarded. To see example of video storyboarding and production project managed by Built for Marketing click here.