Now that we understand why videos are so successful, we can go deeper into the mechanisms that make them so powerful.
Videos boost ROI and conversions because they’re most effective at explaining ideas
According to a survey by Wyzowl
, 83% of businesses believe that video provides a good return on investment. And one of the main reasons is because they can explain a product or service so clearly
. There are endless ways to combine information into a video and arrange it so it will be interesting to the viewer. The visual components allow viewers to understand complex ideas that text simply cannot do. This is why statistics show that adding a video to a product’s landing page can increase conversions by 80%
– if a user can understand the product better, they’re more likely to move forward with a purchase
In addition to the explanatory aspect of video, they can also build trust between the user and company
. Since trust and relationship are crucial to getting conversions and many consumers are skeptical about buying services on the internet because of possible fraud or cheating, videos are an effective way to get an emotional response and personal connection. They present the information in a conversational form and shows the product in action so viewers can get a better idea of what they’re potentially purchasing, which explains why 57% of consumers said videos gave them more confidence to purchase online
Video caters to user preferences
We briefly discussed this in the introduction, but video marketing caters to how users want to consume information because it’s easy and entertaining compared to reading text. With video, you don’t have to look anything up, read long descriptions, or do additional research into a company’s services because it can all be delivered and packaged into a video. These viewers want to see the company and product in action and videos are the best at engaging these viewers.
If you consider the amount of mobile users in today’s world and the fact that 90% of consumers watch video on their mobile
, you can see how much it appeals to mobile users
. Therefore accessing their attention through their phone has huge potential to grow your audience and potential conversions.
The results are very clear in this aspect, with 90%
of consumers saying that a video can help them make a purchasing decision and putting videos on landing pages can increase conversion rates by 80%. Videos will keep audiences engaged and interested and will lead them to further explore a website for more information – up to two whole minutes more – and the longer they stay on your website, the more likely they are to purchase from it
The analytics agree that users prefer video content
Since videos increase the time spend by visitors on your website or channel, this means the additional exposure builds more trust and signals to search engines that your website has good content. Therefore you’re more likely to show up higher on Google rankings if you have a video on your site – 53 times more likely
to be exact. This can be further benefitted by optimizing your videos for SEO and adding interesting titles and descriptions, with calls to action that encourage users to take the next step.
According to Cisco
, over 80% of all online traffic will be video by 2021. And search engines will rank video sources high because they’re considered high quality content.
With all of this statistical support pointing to the power of video in increasing your exposure and ROI, it’s hard not to consider implementing video campaigns into your next marketing strategy. Stay tuned for further articles about how to implement specific techniques in your video marketing!