The use of video in a company’s marketing mix has grown to become absolutely essential. YouTube is the second largest search engine behind Google, and it’s where your customers are going to find out more about products and services like yours through promos, reviews and testimonials.

From retailers through to manufacturers; when it comes to industry sectors, video does not discriminate. In fact, the more process driven your product or service is, the more essential video is to your brand.

Here are the top 10 reasons why video marketing is a must.

1. Improved Google rankings
Adding a video to your website can increase your page rankings on Google by over fifty percent because Google generally favours video content over that which is written. As a bonus, visual content is also favoured by audiences searching for content. However, all this relies on the basis that your video is properly optimised. To find out more, see our guide on YouTube advertising.

2. Attention grabbing
Videos catch and retain the attention of audiences far more than other mediums. Cutting through the noise is especially crucial at a time when the average buyer is hounded by marketing messages 300 times a day.
“The attention economy is not growing, which means we have to grab the attention that someone else has today.” – Brent Leary, Co-Founder, CRM Essentials.

3. Higher Engagement
People are over ten times more likely to actively engage with visual content – particularly video – so keep this in mind when you decide between content forms for your marketing mix.
Video performs especially well on social channels, and your viewers are more likely to share a good video amongst their peers than if the same content was in a different form. 
65% of viewers watch videos (even ads!) in full, which is more than we can say about text-based content. So if you have a message to get across (and why wouldn’t you if you’re creating content?) video is the way to go.

4. Better analytics
Are you able to tell how much of your blog post your readers actually read? Do you know if they returned to it later? Did they send the link to their peers?
With video, you are more empowered to track the analytics of engagement down to the very second. Measure CTR (click through rates), drop-off points, shares, and the amount of times the video was watched – and then use this to improve on your content and strategy.

5. Easier information
It has been stated that a 1 minute video can put across information worth over 5,000 words. By moulding your message into video form, you are not only encouraging an increase in engagement with your content, but you are providing your viewers with persuasive and useful information in bite sized, consumable chunks. On top of that, video has been proved to be 50% more memorable than other forms, meaning your viewers are much more likely to recall your brand later.

6. Rise in accessibility
Video production is still widely seen as a luxury, but with today’s more agile teams it is much more affordable. It is worth considering what type of video you need, though; for regular, casual marketing messages, you can most likely produce this in-house on your smart phone. For more polished promotional pieces that have a much longer shelf life, you may consider going to a production company to talk over your requirements. When it comes to corporate video, for example, you simply cannot skip on quality.

7. YouTube advertising
You can run your video content as an advert on YouTube through TrueView, just like Google ads. Ads are mostly run as CPV (Cost Per View) and you’re only charged when an ad is interacted with – either by clicking on it, or by watching it past a particular point in time.
YouTube ads are great because the Cost Per Click keyword bids are significantly lower than that of Google’s PPC ads and you can get exceptionally targeted with your campaign. Ads won’t guarantee sales, but at the very least they will guarantee views and exposure of your service. It’s essential you know what your outcome goals are before you run any campaign (and that goes for any type of sales or marketing!)

8. Stronger emotional connections
Nothing invokes an emotional response – both consciously and subconsciously – than a good piece of video content. Think tone of voice, facial expressions, emotive content and music.
Evoking emotion in marketing has been proven to positively impact consumer decision-making, even in B2B markets. Trust me on this one, my colleagues are experts! To read more about this, check out this piece on emotional storytelling.

9. Advertising on The Audience Network
The Audience Network is a collection of applications and sites that advertisers can use to extend the reach of their video content that is native to one channel, like YouTube. This means that you can now share your video ad across several different platforms – including news sources – to get it viewed by wider audiences. 

10. In summary
Recent research shows that 71% of marketers say video conversion rates outperform other marketing content. Simply put, video converts more customers. So the choice is yours (and the choice is easy). Get in touch to find out more.

Jo Oct 12th, 2016

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.