Video Marketing

Video marketing is a great extension to any website. It can be used to attract new visitors, explain complex concepts, build engagement and keep people interested in your brand. Why does video marketing work so well? There are several reasons for this and they mostly come down to the fact that video combines visual and aural stimulation, things that most people respond well to.

Websites are primarily a visual medium. Few website visitors appreciate it when a video plays automatically when a website loads and having a song auto-play will most likely lead to the visitors clicking the back button within a few seconds. However, if you present your visitors with the option to watch a video, there is a good chance that they will turn up their speakers, or put on their headphones and watch it.

Most consumers will watch a one to three-minute-long video. Video allows you to convey emotion, show things that are hard to describe in words and build a connection with your visitors. That connection will last long after the video has finished playing and will make the visitor more receptive to your other content too.

Video can be a valuable tool in several ways. When you post videos on your own website, you increase user engagement, improve your SEO and keep people on your site for longer. When you post videos elsewhere, you increase brand awareness and increase the reach of your website. A well-made video will make people think positively about your brand, but a poorly made video could leave you looking unprofessional.

To take full advantage of video marketing, you have to understand the thought process that your customers go through when they're watching a video. You should think about how you will make them want to click play and then how you will take them from the passing interest stage, through understanding and towards the desired emotional response. At the end of the video, the viewer should be excited by the subject of the video and interested in learning more about a product or service. They may even be ready to make a purchase. In some cases, it can be difficult to achieve this transition in the space of just a few minutes. You may need to produce a video series instead.

Creating videos that engage and excite viewers can be a challenge, indeed there are many unengaging and boring videos out there, but once you understand how video can work you will see that it can be incredibly effective if implemented correctly. There are many things that can be explained better through video content. That's not to say that video should be the only medium for online marketing, as textual content and imagery still has its place, but there is a lot to be said for sound and motion being the most effective method of content delivery.