written by Abby Avery
THIS is why you should be incorporating video into your digital marketing mix


If you keep up to date with our helpful business articles, or the latest digital marketing trends, then you’ll already know how important video content is for your business. But maybe you know that you should be using it, but you’re not sure why? How important can it really be? How much of a difference can it really make to your bottom line? Well, we’re here to outline all the reasons why you should be incorporating video into your business marketing strategy. 


Video makes your social media better 

Running your business and all your social media accounts can be hard. It’s time consuming and often very slow to grow organically. So if you are going to spend the time planning and posting content on social media, surely you want to post the type of content that is going to generate the most engagement?

On Facebook, video is THE highest performing type of content; so why wouldn’t you post videos? Statistics also show that we spend approximately 100 million hours(!) watching videos every day! Video is how people are consuming information these days, and there’s no stopping it! (It’s been predicted that by the end of this year, video content will account for 80% of all consumer internet traffic!)

You’ll probably know that Instagram is a great platform to share all of your photos, but actually videos on Instagram have 38% higher engagement rates than photos do! There’s a similar story for Twitter, where tweets that have a video receive 10% more engagement than those that don’t, and are 6x more likely to be retweeted over tweets that just have a photo. On Pinterest, it’s been confirmed that users are 2.6x more likely to purchase a product after watching a branded video on the platform. So, next time you post a photo on social media and are disappointed by the lack of engagement, try a video!

The number one source for video content is still Youtube, so if you have useful and engaging video content that you think people are looking for, create a channel and upload them all there.




Video captivates consumers’ attention

Consumers today are content hungry, but they’re busy and have short attention spans. To get around this and feed them as much information as possible in the most interesting way and in the shortest amount of time, video is your answer. Your customers or potential customers just aren’t going to read through paragraphs of text. They don’t need to anymore. 


Video keeps you ahead of competitors

If your competitors are already utilising video in their marketing mix, then they’ll likely be capturing the market’s attention much more than you are. If you stand a chance of competing with them, you need to follow suit. If no competitors are using video, now’s your chance to do so first and lead the way in marketing your business. You’ll appear old fashioned with no video content, so keep up with changing trends and offer consumers what they want to see. 


Video appeals to millennials and gen z

If your business is aimed at teenagers, or those in their twenties or thirties, then you need to adapt your marketing strategy accordingly and adopt video to gain the engagement you need from your target market. Surveys have revealed that 85% of millennials have purchased a product after watching a video, and gen z’ers watch nearly 70 videos a day! They prefer video content to written content, so focus on what works.


Video provides excellent business insights

Unlike written content, video content provides revolutionary insights that can help to identify and track various details and results. Several analytical tools are available, including Wistia or YouTube Analytics, which help to gather information about your video’s performance, and help to improve your video strategies going forward.


Video improves your SEO

We know that carefully thought-out text is great for your website SEO, but often it is written solely for the purpose of SEO and not really for the consumer. A lot of your website copy won’t be read, but it’s required for your SEO so it stays on your website. Well, video can provide something that helps your SEO by interesting your audience and keeping them on your site for longer, meaning it definitely earns a higher place on your website. Also, YouTube is the second largest engine on the web, and you need videos to be a part of their channel. YouTube videos rank better in Google, so that’s another great way to increase your SEO and brand awareness.




Video is shareable

Word of mouth referrals are the best referrals, and video content is a great way to encourage this behaviour. Video content is more shareable than any other type of content, and people love to consume it and share it with their peers. If it’s engaging, fun, persuasive or interesting, with a strong CTA, you should see greater shares and conversions than written content or images.


If you need help bringing your marketing strategy up to date, get in touch and we’ll be happy to help.