It’s no secret that video content marketing is on the rise, and there are a number of reasons why. YouTube has become the second largest search engine on the Internet, and an increasing number of consumers love watching and sharing videos from brands.


In a 2016 HubSpot survey, 43% of consumers wanted to see more video content. Today, around 45% of Internet users watch at least an hour of video content a week on YouTube and Facebook.


If you still need convincing, here are seven key reasons why video should play a part in your content marketing strategy:


1. Video Builds Trust

Building trust should be one of the main goals of content marketing. Trust is important for developing long-term customer relationships, but it also drives conversions and sales.


It can be difficult to create a personal connection with readers through text alone. Video allows your audience to see who is behind your company, and view your products and services without the hard sell.


2. Video Improves SEO

According to comScore, adding a video to your website can increase the chance of a front page Google result by 53 times. This is partly because videos tend to keep users on your website for longer. They can also increase backlinks, which also impacts search rankings.


In a Wyzowl study, 76 percent of marketers said video marketing helped them increase website traffic. That means more leads and hopefully more sales.


3. Video Boosts Engagement

If you want to engage more of your audience on your website and other channels like social media, consider posting more informative and entertaining videos. When people enjoy a video, they’re more likely to share it with friends and comment on it.


Creating in-depth content using text and images is still important, but some people don’t have the time to read long posts. Videos are easier to consume. They create a stronger emotional connection that has been shown to impact consumer decision making.


4. Video Technology is More Accessible

Creating a video used to be expensive, but the growth of video marketing has resulted in more companies producing budget-friendly video production technologies to help marketers. Some are even free to use.


Apart from being able to shoot video directly from your smartphone, you can easily create videos with tools like iMovie, VideoMakerFX, and GoAnimate. You can then fine-tune your video content with editing tools such as Wideo, Splice, Videorama, or Magisto.

5. Video Appeals to Mobile Users

More people are consuming content on their mobiles, and video is the perfect format for consumers looking for information and inspiration on the go. As the number of smartphones continues to increase, your audience is also likely to grow.


What’s more, Google revealed that smartphone users are twice as likely as TV viewers and 1.4 times more likely than desktop viewers to pay attention to ads. Ultimately, this is because people feel less threatened by video content that appears on their own device as it seems more relevant and personal.


6. Video Increases Email Click-Throughs

A simple way to improve the power of your email marketing is to embed more videos in your emails. When viewers see a clickable video, they’re more likely to pay attention to your message. Using videos in emails has been shown to increase open rates by 19 percent and click-through rates by more than 50 percent.


7. Video Drives Conversions

According to one recent study, 71 percent of marketers agreed that conversion rates from video outperformed other marketing content.


Explainer videos, customer testimonials, and demonstration videos are great vehicles for moving customers along your sales funnel. Around 80 percent of people have been convinced to buy a product or service after watching a brand’s video4.


Enhance Your Content Marketing with Video Content

It’s hard to ignore the power of video to build credibility, increase customer engagement, improve SEO, and drive conversions. Just be aware that some consumers prefer other formats, so use it wisely to add more depth to your content marketing.


Are you being creative enough with video? Try to find ways to incorporate video into your content strategy to engage more of your audience and provide the answers they need.


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