Why is Video Marketing Still Popular?

04/04/17

Video has taken digital marketing by storm and has changed the way audiences engage with content, ads, and brands. In 2016, video ad spend grew 50.7% to £711 million, including an increase by 98% on mobile to £353 million, this trend shows no sign of slowing down. Here, we go through the reasons why video is still growing.

Reaching a large audience

When it comes to potential reach, video excels. Channels such as YouTube receive more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook. One in three Britons view at least one online video a week – that’s a weekly audience of more than 20 million people. No other platform offers an opportunity to reach such a large audience, so it’s no surprise that 64% of companies are using video.

Positive results and conversions

Videos are one of the most effective ways to generate conversions. The reason video is more persuasive than other types of content is that the human brain requires emotional input to make decisions. The emotional impact of video content is significant. Researchers found that watching videos help viewers to retain 80% of the information, while reading text articles only allows for a retention rate of 20%. Video helps memorability and emotional engagement which is more likely to result in a positive experience.

Video Watching

Keeping up with consumer behaviour

The Millennial generation loves online videos in comparison to traditional TV and 80% say they find video helpful during initial purchase research.

Millenials and video

Millennials are a very active video viewer group, so a brand seeking to target this group should have video as part of their marketing strategy.

Video works well with other marketing tactics

In addition, simply including the word ‘video’ in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribers by 26%. Video has also seen massive success on social media with Facebook announcing at the company’s third-quarter earnings call that they are generating 8 billion video views per day.

To discuss your video needs today, please give us a call on 01832 280032 or go to our contact us page.