Why is video marketing so effective? 6 keys to understanding its importance

Did you know that a 60-second video is equivalent to about 1.8 million words, according to Forrester Research? There is no doubt that today’s consumers prefer audiovisual content to textual content. But this format promises to come as a surprise in 2019 in ecommerces promotional campaigns. Why is video marketing so effective?
Optimizing ROI in advertising campaigns, increasing conversions or improving organic positioning on the Internet are some of the invaluable benefits of video marketing. It’s not surprising, then, that online retailers and other companies have joined the video content fever – they really are very powerful!

Numerous statistics demonstrate the power of audiovisual content to attract, retain and generate investments. However, many people are still wondering why they should use video marketing. In the following lines you will find a list of benefits, supported by data, that will convince you. Are you going to lose them?

They increase the number of clicks

Achieving an optimal click rate can be a challenge in certain sectors. However, the use of video content has been shown to increase the number of clicks in PPC ads and the opening rate of emails in mailing campaigns. The explanation is that moving images attract more attention than static images or textual content.
Thus, thanks to the use of videos, it is possible to easily improve the performance of marketing actions. But conversions and ROI also increase with video marketing, as will be revealed in the next point.

Helping to increase sales

Another answer to why video marketing is so powerful lies in the most important metrics of any campaign: conversions, i.e. sales achieved. This is demonstrated by an interesting study by Vidyard: more than 7 out of 10 marketing professionals (71%) say that their conversion rates with the use of videos are higher than the rest of the content used.
Leaving aside this and many other studies, ecommerces must dare to use video marketing in their campaigns. Only then will they discover whether their sales improve or not. Of course, common sense says this format will improve their sales performance. Why else Amazon, eBay, AliExpress and other ecommerce giants are investing millions in video marketing?

Bringing a plus to SEO

Organic positioning in search engines has ceased to be a fashion, to become consolidated as one of the main marketing strategies in e-commerce. The algorithms of Google, Bing or Yahoo change rapidly, and in 2019 various statistics suggest that video content will play a crucial role.
According to a Video Explainers report, video content is an ally for SEO campaigns: a page is 53 times more likely to be at the top of SERPs if it contains at least one video. This curious fact probably exaggerates reality but reveals the value that search algorithms attach to this content.
On the other hand, it is important to include YouTube in the equation: after Google and Amazon, the YouTube search engine is the most used on the Internet. And since this site is owned by Alphabet, like the famous Mountain View search engine, using video marketing should be a winning strategy in every way.

Improve the presentation of products or services

The boom of videos on product sheets is far from being an isolated trend. More and more consumers are looking for content in this format about products and services. Why? Because it is more comfortable to watch tutorials or video guides than to read texts with the same amount of information.
This does not mean that ecommerces should dispense with textual content. But the use of videos has ceased to be an option, to become a necessity for companies. Without a doubt, another interesting answer to why video marketing is so effective.

Optimize the ROI of marketing campaigns

Due to some of the above benefits, video marketing has a very positive impact on the ROI of ecommerces. In fact, 8 out of 10 companies (83%) say that the return on their video marketing campaigns is very positive, according to a study by Wyzowl.
However, audiovisual production is an art that not all companies dominate. It is important to partner with professionals specialized in this type of marketing. Only in this way will it be possible to achieve good results and, therefore, an optimal return on investment.

Encourages trust towards ecommerce

Another advantage associated with video marketing is trust, which is essential to achieve sales, customer loyalty and a better ROI than the competition. That’s why marketing veterans say that trust is the cornerstone of all business relationships.
But why does video marketing produce this benefit? Due to the limitations of e-commerce (where consumers cannot touch, smell or taste products), there is a certain distrust of buying online. However, the use of product videos has proven to be an excellent remedy to combat this problem.
Almost 6 out of 10 online consumers (57%) say that the presence of videos positively influenced their purchasing decisions, according to data published in an eTailing white paper.
In view of the above, it seems clear that the importance of video in marketing is beyond doubt. According to a Cisco study, 80% of online traffic from shoppers will be video. As a result, today’s ecommerces that rely on video marketing will be tomorrow’s big winners.

Image credit : Julia Fedorenko


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ECN Team
E-Commerce Nation is The 1st B2B Web Media about E-Commerce in Europe. The team of E-Commerce Explorers help businesses to reach new potential market through delivering useful content. Let us know in comment if you enjoyed this content.