Customers want to view your content. It might not seem like it when your marketing gets passed over again and again with little to no engagement, but the problem isn’t you. It’s that customers are picky. They want to consume content in their preferred format, and if you miss the mark, it can be nearly impossible to cut through the noise. And, of course, one of the most preferred formats right now is video. The benefits of video marketing production are too good to ignore. Read on to learn more, and for some great video marketing case studies.
People spend an average of 84 minutes a day viewing videos—almost an hour and a half. And that number is rapidly growing.
And do you know what else?
Consumers don’t just “like” videos. They love them, with 91% saying they want more videos from their favorite brands.
Video leverages the power of sound, vision, and storytelling to bring your products and services to life. Or as MarketingProfs explains it, video has the 4 Es, which are:
- Engaging: We’re hardwired to pay attention to storytelling.
- Emotional: Video provides an opportunity to trigger stronger connections.
- Educational: We process video faster and retain it longer.
- Empathetic: Viewers can see themselves in stories, helping to forge meaningful bonds and trust.
If you’re considering adding more video to your content strategy, here are five benefits of video marketing and some tips for successfully leveraging it.
1. Benefits of Video Marketing: Lead Generation
Leads .. who doesn’t want more of them, right? Sure, you’ve got plenty of marketing strategies you could deploy, but there is a really good reason to pull the lever on video marketing: It gets 66% more qualified leads annually.
Plus, 93% of marketers say they’ve landed new customers due to videos posted on social media. Improved lead generation can be attributed to video content being educational and engaging and helping build trust and authority.
2. Benefits of Video Marketing: Higher ROI
Jay Baer of Convince and Convert recently quoted the old adage that states: “Half of the money I spend on advertising is wasted; the trouble is I don’t know which half.”
Of course, we’re discussing marketing, but we could argue the same thing. Marketers diligently measure results, but it’s often difficult to figure out which strategy will give you the greatest impact for your spending. And the surest way to hedge your bets on a winner is to jump on a strategy that is already performing, which is why video marketing is so impactful.
For example, a survey found that 92% of video marketers report that video provides them with a positive ROI. And one of the reasons why, which we’ll discuss shortly, is engagement.
3. Benefits of Video Marketing: Improve Engagement
Video content, by nature, is highly engaging. It leverages the power of storytelling, instantly making your message more “sticky.” Research shows that the human mind is 22 times more likely to remember information when told in a story.
A fantastic example of a video marketing case study is GoPro leveraging video to discuss real-world issues that resonate with its target audience. The company’s videos have captured an audience of over 10 million subscribers on YouTube. They feature average people doing amazing things through user-submitted videos and campaigns.
For example, when the world was locked indoors during the pandemic, GoPro found a way to embrace it.
The outdoor-focused brand invited its audience to submit videos to their #HomePro challenge. The videos showed all the cool things people were doing indoors, and the top videos were awarded cash prizes.
And here’s something else to consider when creating videos. Any time you boost engagement, it has the potential to create positive impacts on SEO. When a user spends more time interacting with videos on your website, Google’s algorithm takes note, potentially viewing you as more relevant and worthy of rising in the search rankings.
4. Benefits of Video Marketing: Build Authenticity
Customers love authenticity. They want to feel like your brand is honest, authentic, and relatable, and video helps create that connection. Another great video marketing case study to consider is Everlane. It’s a brand that has developed quite the following thanks to its message of “radical transparency.” The company has adopted Instagram Stories as one of its main vehicles to convey this mission, building its customer base and engaging consumers.
In its series “Transparency Tuesday,” staff members answered questions from their followers regarding the company’s mission, corporate responsibility efforts, and upcoming product releases. This strategy might be what is fueling the organization’s growth, since research shows that 88% of consumers report authenticity is a critical factor when deciding which brands they prefer.
Video Marketing Case Study: “Show” Rather Than “Tell”
The old quote “Tell me, and I will forget; show me, and I may remember; involve me, and I will understand” is at the heart of why video is so impactful.
A video can show and involve viewers through storytelling. For example, Columbia Sportswear is not only claiming that its products are designed for those who live an active lifestyle, but it’s also using video marketing to show you exactly what makes the company unique. The brand has created a variety of YouTube series, such as “Directors of Toughness,” to tell exciting stories that motivate its target audience to adopt an active lifestyle while also showing you how Columbia’s apparel and accessories hold up in extreme situations and climates.
Creating a Successful Video Marketing Production Strategy
Whether it’s your first time experimenting with video marketing production or you’re a seasoned pro, there are always ways for you to improve your efforts and enjoy the benefits of video marketing. Here are a few tips for creating videos that boost results.
- Capture your audience’s attention. Don’t assume your audience will stick around until the end just because your video pops up in their feed. To keep viewers engaged and get your message across, ensure your video’s content captivates them right from the beginning. Storytelling is a great way to accomplish this task.
- Create the right video length. There isn’t a one-size-fits-all strategy when it comes to creating a great video, but there are some general length guidelines. Research shows that videos around two minutes long seem to get the most engagement. Therefore, keeping things short and sweet for your next video project might be a good idea.
- Determine the best platform to showcase your video. Regarding video length not being one size fits all, not all platforms are created equal either. Think about what you are trying to accomplish with your video and the best place to reach your audience with it. For example, if you plan on live streaming a music festival, Facebook or Instagram Live might be the best place for you to get engagement. But if you’re creating a video customer success story, YouTube might be a better choice.
- Realize that timing is everything. Did you know that the day and time can determine engagement levels? Statistics show that Tuesday between 11 a.m. and 2 p.m. is the best time for B2B companies to get the most views. However, as with any rule, checking your analytics to see what time frames work best for your target audience is always a wise idea.
- Don’t forget a call to action. Like other content marketing efforts, your video should include a call to action. You can ask your users to subscribe to your channel, view a product page on your website, or sign up for your email list. Just make sure to ask them to do something that encourages them to continue to engage with you in the future.
- Leverage analytics and adapt your strategy. Once you’ve published your video, determine which videos your target audience engages with most. Which platforms are generating the most views? When are viewers dropping off? You’ll want to answer these questions for maximum ROI and to guide future content creation.
- Use interactive elements. For example, in-video links, quizzes, and surveys can boost your video’s effectiveness and engagement levels.
Using Video in the Future
Successfully integrating more videos into your content marketing yields benefits, including helping to foster deeper engagement with your customers. But when creating content, it’s important to continually ask, “Why are we doing this?” and “Why do my customers care?”
Because at the end of the day, you’re in the business of solving pain points. And when you leverage video and storytelling to bring content to life, you can more effectively connect with your customers, make them feel understood, and build the loyalty and connection required to fuel better results.
Video marketing and a multi-channel strategy go hand in hand.
Do you want tips for making yours more successful? If so, we’ve got you covered. You can download the complete guide here.