Video content is destined to become the most used tool by online marketers in 2017. According to HubSpot, a well known English Inbound Marketing & Sales Software, video will represent 74% of all Internet traffic by the end of the year and Cisco forecasts that video marketing will represent 80% of the Internet traffic by 2019. On top of that, more than 60% of marketers and small business owners intend to increase investments in video marketing in the current year.
This phenomenon will predominantly be observed through the use of Live Video platforms on Social Media. Since the launch of Facebook Live in 2016, there has been a dramatic increase of video consumers and companies that have started to use the live videos platforms to promote their products. This trend reached its peak last January, when Instagram started to offer businesses the opportunity to begin advertising in their Stories.
The innovation will prove to be highly profitable for brands across industries, given that 150 million users engage with Instagram stories and that 70% of these users follow at least one brand on the platform. Louis Vuitton, for example, was able to triple its average engagement rate after announcing the release of its Men’s Fall-Winter 2017 collection via Instagram Live during Paris Fashion Week.
Why is video content so effective?
Video marketing results tend to be appreciated by both brands and consumers. An Animoto survey, for example, shows that using video marketing has a direct positive impact for almost 77% of marketers and business owners and, according to EyeViewDigital, the introduction of targeted videos in landing pages can increase conversion rates by 80% and enhance a site’s SEO value. This happens because consumers feel more comfortable watching a video about a product rather than reading about it, with 90% of them affirming that product videos are a relevant factor when making purchasing decisions.
Moreover, videos are available on any technological device and suitable for any social network, and this high accessibility will help companies reach a wider audience and thus attract more customers. Because videos are more likely to be remembered, they could represent a useful tool to strengthen the message communicated by brand and its relationship with customers. Finally, because videos can easily be shared by viewers and quickly turn into viral phenomenons, companies can improve their brand awareness almost instantaneously.
Overall, effective video, created consistently while upholding brand strategy and identity, will allow brands to create personal, relevant and emotional content, consequently generating a positive impact on sales and audiences’ perceptions.
Photo attributed to: Forbes