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People are visual learners. 90 percent of the information that our brain processes on a daily basis are visual. And, it is processed 60,000 times faster than written text.
These are facts that as a content marketer, you cannot neglect.
You need visual content in order to keep your audience engaged. Therefore, if your strategy didn’t include it so far, it’s time to adapt to the present times and try making a real effort towards it.
Visual content is a vast concept. It includes images, infographics, videos, graphs, charts, sketches, and doodles. In fact, when we refer to visuals, we think about all content that is not text or audio based. Sure, visual content can include audio and text as well but nevertheless, they are not the backbone of it.
Today, however, I will talk about video content only, and try to pinpoint the importance and the benefits of using videos in your content marketing and advertising campaigns. Therefore, let’s start with some interesting stats.
If you are still wondering about the popularity of video content these days, take a quick look at YouTube. People consume videos more than ever, and I am not talking about online streaming services for series and movies. YouTube is focused mainly on independent content, the kind of content you, as a marketer, are most likely to create and share with your audience. And, the platform’s success is indisputable.
8 out of 10 18-49 year-olds watch YouTube every single month, with 1 billion hours being consumed on YT daily. Also, there are more than 1 billion mobile video views per day. What about video content in general? How does it impact the marketing world?
Well, video content has become quite essential for marketers, since 60% of them are using it for their marketing efforts. Moreover, half of them are also considering using live video in the future. By 2020, we are expecting that no less than 75% of the total amount of mobile online traffic will be video.
In conclusion, video content is popular among the average content consumer. It doesn’t count the age group of your demographics, nor their social background or how much they earn. The video is popular and it will remain popular in the years to come.
As you can clearly imagine, there are many benefits of using video content in your visual marketing. In fact, it’s recommendable to at least try to make room for some video content in your strategy right from the start.
What types of videos can you create and share with your audience?
The answer to this question depends mostly on what types of campaigns are you engaged in. You can create videos as advertisements but you can create them as well for educational purposes. Video tutorials are quite popular online and if you have expertise in a particular domain, don’t hesitate to share it with your audience.
Also, you can choose to greet the visitors that land on your page with an animated explainer video, a demonstrative video clip or even client testimonials. In fact, according to EyeView’s report, a video on a landing page can increase conversions by 85%.
This is an impressive number considering that we are talking about a single piece of content. Moreover, according to MOZ, blog posts with videos receive 300 percent more inbound links than text-based posts.
Let’s talk about the most important types of video content you can share with your audience. Each of these options may help your campaign. You can use all of them at once or, you can choose the ones that best suit your visual marketing strategy.
If you want to establish yourself as an expert in your field, these types of videos are the best way to do it. You can create them with our tools or, you can use your screenshots or a screen recording if necessary.
Tutorials may also help you if you want to sell a specific product. Show your potential customers how to use it and explain them via video why they should choose your brand.
Here’s a great example in this case from Callaway Golf. This is a company that produces golf clubs, which at the same time decided to provide their audience with video tutorials for the same sport.
Advertisers and visual marketers tend to ignore sometimes the power of video. They shouldn’t. While some might argue that a video ad may need to long in order to deliver a message and thus, the user will walk away before it ends, you can solve this issue right from the start. How? Well, you just need to make your video ad shorter. The most popular advertising channels advise you to make the video shorter than 15 seconds. If you are unsure about the perfect length, make it even shorter.
And, it doesn’t take much of an effort either to create professionally looking animated ads. There are online tools to help you with this task, such as Bannersnack. These tools allow you to work in a clean and professional environment, they have a full set of tools and they are easy to learn and master.
A great example, in this case, comes from Ford and their video advertisement entitled “Go Further”. This ad encourages consumers to take a fresh look at life itself and transcends the traditional advertising strategy by not focusing on the brand itself or the products but on creativity.
There is no better way to convince your audience to buy your products or services than genuine customers’ testimonials. People trust other people more than they trust brands. They trust them because they are authentic. Video content of this sort adds to the authenticity of the testimonial because the audience will see and hear the customers talking to them.
A great example, in this case, comes from Codecademy, that created a dedicated page for video testimonials on their website.
Take the example of Red Bull and expand your audience through user-generated content. They do it on social media and on their dedicated website as well. In fact, they invest more in content than on traditional branding and it seems to work great for them.
This is a good choice because many people prefer content generated by their peers and not by the brands themselves. I am talking mostly about the younger generations of clients you may have. User-generated content is, on the other hand, free, effortless and it allows you to concentrate on other important marketing tasks rather than producing content. All you need to do is engage with the community and select through their videos which ones to post on your websites.
A video blog is a great way to engage with your audience. There are plenty of successful vloggers to inspire from. There are of course the independent contributors and the visual marketers as well. The point is, if you have the means to create a professional video channel, you can achieve great things with it.
The example, in this case, comes from Entrepreneur, a successful publication, and website that chose to also share video content on YouTube in a way similar to what vloggers do. They have created a relevant library of relevant video content anyone can access freely on the video platform, a great resource for entrepreneurs and marketers alike.
We’ve learned together that video content is important for a visual marketer. It is more attractive to the audience and it manages to deliver your message more rapidly. Video content can help you drive in more engagement and convert your occasional audience into a regular one.
There are several types of video content you can use in your content marketing strategy, you can also use videos for your advertising banners. The point is that whatever type of content you choose to share, a video is a great choice for the present and for the future as well.
Robert Katai is a visual marketer, blogger, and content strategist at Bannersnack, a professional banner creation app for designers & marketers. Passionate about visual marketing, Instagram, content marketing, and always up-to-date with the latest trends.
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