Video In Marketing: Why Wouldn’t You?
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Those who read my “stuff” as the late George Carlin would refer to it, know I don’t usually use such direct, conversational titles. I write very conversationally, however I am not one prone to using that tone when it comes to titles of my articles.
But in this case, after toying with a more traditional approach, I pretty much said: the heck with it and went with Using Video In Marketing: Why Wouldn’t You? because it’s exactly how I feel. Consider just some of the following stats, courtesy of CodeFuel, when it comes to video then ask yourself: Why wouldn’t you?
– 70% of marketing professionals report that video converts better than any other medium.
– The average internet user spends 88% more time on a website with video than without.
– 64% of consumers are more likely to buy a product after watching a video about it.
– Using the word “Video” in an email subject line boosts open rates by 19%, click-through rates by 65%, and reduces unsubscribe rates by 26%.
– 69% of smartphone users say videos are a perfect solution for smartphone viewing as it offers a quick way for consumers to grasp an overview of a product.
I could go on, trust me. But I will stop here.
So, if you’re a marketer and you’re not using video as part of your overall integrated marketing endeavors: Why Wouldn’t You?
Well before you answer, let me tell you if you are not using video, you’re not alone. Here’s one more stat to chew on: Only 24% of brands are using online video to market to consumers .
Big And Small
As for the 24% of brands who are using video, you can count both large and small brands among them. The CEO of Gempacked, Cyrus Nemani says “we use video marketing to give tutorials on how to use the different jewelry making components that we sell.”
One of the larger brands is one you may have heard of before. They’re the ones with the golden arches. I asked Matt Biespiel, McDonald’s Senior Director Global Brand Development how they incorporate video into their overall content strategy.
“McDonald’s was one of the first companies to build a brand and drive our business with television advertising,” he told me. “As viewing habits evolved, we also evolved our strategy to continue being part of the conversation. Today, we look at creating unique video content across multiple platforms.”
He added that the in-store experience is benefitting from video, too telling me that many restaurants are shifting to digital menu boards, giving them an exciting opportunity for video storytelling at the point of sale.
Biespiel warns that video is not one size fits all. “Marketers need to understand that one size does not fit all. Marketers can’t expect to cut a 30-second TV commercial and use that exact edit on a YouTube pre-roll. It won’t work. At McDonald’s, we look for the idea first, then customize the content across multiple channels.”