Why Your Business Needs Video Content

Videos have been increasing in popularity for several years now. From YouTube, to Facebook and Instagram’s classic feed, to Stories and IGTV, consumers can now watch video on a wide variety of platforms. 

Many online users strongly prefer video. Now, that fact alone would make it essential to include in your marketing tool kit. However, video’s also been proven to be better at informing, engaging, and driving purchases than static content alone. 

Let’s take a more in-depth look at some of the stats that underscore video content’s importance, as well as key ways that using video can help companies connect with customers.

Viewers Prefer Video

  • 6 out of 10 people would rather watch online videos than television  (Google). 
  • 59% of senior executives prefer video over text (Brainshark). 
  • 44% of respondents in a survey stated they would watch at least five videos every day (Promo). 
  • One-third of online activity is spent watching video (Wordstream).
  • In just two years, it’s possible that the vast majority of Facebook’s content will be video (Quartz).

This means that to reach their customers in the way that’s most appealing to them, businesses need to add video to their online marketing toolkit. 

Four Ways Video Content Benefits Your Business

Video has many benefits to your business beyond simply keeping your customers interested in your content. 

Whether you aim to inform, engage, or drive sales, video content can help you achieve your goals. Check out the stats below to learn more!

Videos Inform 

Video ads help your customers retain more information more effectively than text alone (Forbes).

Videos Result In Higher Engagement 

58% of people react to videos they watch online (Promo). Additionally, social video gets shared 1200% more than text and images combined (MarketingSerpa).

Videos Help Drive Traffic

 A majority of customers also report visiting the publisher’s social or web page, according to the same Renderforest survey cited above. Plus, viewers spend 100% more time on pages with videos on them than on pages that don’t. 

Videos Help Drive Purchases And Conversions

After watching a video, 64% of users are more likely to buy a product online (Renderforest). A study  by Internet Retailer found that 85% more likely to buy than visitors who do not. 

Additionally, according to Facebook and Stitcher Ads, “Data from Facebook shows that brands using both static ads and video ads saw a 17% higher rate of conversions compared to brands only using still images in their ads.”

Other Companies Are Embracing The Trend: Don’t Get Left Behind

The value of video content is apparent, and over the past few years, businesses and marketers have begun to include it in their Facebook, Instagram, and online marketing efforts.

  • In 2019, 87% of online marketers say that they used video content. This is up from 81% last year and 63% from 2017.
  • For 2019, 93% of participants in a consider video creation a priority (Renderforest).

To stay competitive, it’s essential to add video ads to your Facebook and Instagram marketing efforts.

Common Video Creation Pitfalls

According to Facebook and Stitcher Ads’ 2019 report, video is in high demand, but difficult to scale. 

Wyzowl highlights that among those who don’t use video, marketers say it is because they:

  • lack time
  • don’t know where to start
  • are unclear on the ROI of video
  • think video is too expensive
  • didn’t feel the need to create video content
  • were unable to convince the key decision-makers in their business that video was valuable (Source: Facebook and Stitcher Ads).

Kickstart Your Online Video Marketing

Starting video doesn’t have to be elaborate or expensive to produce. While investing in a DSLR, GoPro, or other professional equipment can give a professional edge, a newer smartphone on a stable surface with good lighting is all you need to start out. 

If you’re not sure where to start, you can create:

  • Videos explaining products
  • Videos explaining the use of your services
  • Explainer videos related to your industry
  • DIY or instructional videos that complement your products and services
  • Behind-the scenes video based on your content

Looking for more content ideas? Check out the Advoz app for custom post templates for any industry.


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