Video Advertising: Is it worth it in 2021-2022?
by Arina Smith Sales & Marketing 27 October 2021
The world of marketing has changed considerably in recent years, yet one thing remains stable – video marketing remains a must. No matter how small your business is and in what industry you are working, video can open new opportunities for you.
Active use of Facebook, Twitter, Snapchat, and YouTube made video the most important content element these days, dominating others. As of 2020, about 86% of brands have been using video marketing.
Thus, for instance, video actively penetrated email marketing as well. Most probably, your email signature generator can provide you with a video email signature. Video has transformed from a single marketing tactic into a business strategy.
But merely producing various videos would be enough to feel the effect and achieve success. There are some secrets of video marketing you need to learn before trying. This article discloses why video marketing is so effective and how you can use it for your business not to lag behind your competitors in 2021.
Videos are popular among consumers
Nowadays, the world of marketing is full of marvelous opportunities to place ads in various formats. Besides, many platforms make advertising widely available and easy to make.
However, they all can’t guarantee that users will spot your ad and interact with it. At the same time, the highly engaging nature of the video can make the situation much better, as there is nothing easier than watching a brief video.
Besides, video ads are easily digestible. According to some estimations, in 2021 the average person will spend 100 minutes every day watching online videos.
One of the best formats among mobile users
One more important fact to take into account is that mobile users love video format. The mobile video consumption rate increases every day. Thus, about 75% of video views come from mobile devices.
Furthermore, the engagement of mobile users is much higher. 92% of videos that are viewed on mobile devices get shared with other users. Therefore, mobile video optimization may open a gold mine for your business.
Video is one of the most shareable content
The true power of social media is getting numerous shares for your content. And guess what? The video appears to be the most shareable content format. 83% of consumers consider sharing branded videos with their friends after watching them.
Therefore, the best way to make your video visible and seen by users is to make it as shareable as possible.
Video increases an email open rate
The increasing popularity of video ads does not mean destroying all the other marketing tactics and strategies. The situation is quite the opposite. As video is a universal content format that may be used almost everywhere, it successfully combines with other content types in different strategies and makes them even better.
Email marketing is no exception. Even adding the word “video” to your email subject can increase open rates by 6%. Therefore, making a video a part of your newsletter or adding a video email signature can considerably affect you.
The last one is to be considered because of its enormous potential. Thus, currently, only 17% of sales professionals use video signatures for their emails. Here are some best email signature examples that can make you stand out from the crowd.
Video drives brand awareness
Brand awareness combines the features of brand recognition and the emotions and values associated with your brand. Thus, if brand recognition largely depends on your branding (colors, logo, etc.), they are hard enough to build brand awareness.
Luckily, the video format perfectly fits the process of brand awareness building on all the stages of the customer funnel. Besides, studies have shown that 54 % of users want to see video content.
Building your brand awareness with video requires the following actions:
- define your goals
- know your audience
- choose your video format and style
- plan, test, and analyze
- automate and track.
The effect of video marketing, in this case, is twofold: the video quickly catches and retains the user’s attention; the video presents the information of any complexity in a digestible and helpful format.
Video lets you tell a lot of information in a short time
Video format appears to be the most effective content type to condense complex information and easily perceive it for a standard user. Viewers tend to retain up to 95% of a message watching a video, compared to 10% when reading a text.
Thus, short-form `how to` videos are red hot these days. For instance, video format can be an excellent solution for the FAQ section of your website. For complex tools and software with numerous functions and features, video tutorials are a must.
Explainer videos are excellent to engage potential customers and convince them to purchase. According to HubSpot, 72% of customers would instead learn about a product or service through video.
Today’s video production is not expensive
In the past professional high-quality videos were rather expensive. Today, due to the fast development of the sphere and video application of video content, video production is much more accessible and affordable for companies.
Now the scope of options is vast. The average price per video piece will diverse depending on the following factors:
- Time spent on pre-production preparation
- Talent and skills of the professional working on the video project
- Tools applied in the process of video creation.
Before launching a video marketing campaign or introducing video content into the existing one, identify your key goals and major video formats to use. This will allow you to make rough planning of the budget and set realistic expectations.
It goes without saying that video will retain and even reinforce its positions as a top marketing medium in 2021. Besides, the benefits of video content are far-reaching.
If you are still hesitating to leverage video content into your marketing strategy, it is actually high time to take a risk. Undoubtedly, the video will take you much closer to your audience and help to build more profound and more trustful relationships.