Video marketing is a win-win situation for brands, businesses, and consumers. And by adding social media to the mix, the wins are practically guaranteed. With the relatively recent advent of Instant Video on Facebook, the partnership between video and advertising cannot be underestimated.
Here, we highlight why video marketing is so important to your marketing strategy.
Why you should develop a video presence, even if you’re campaigns are already strong:
First off, let us state that video advertising is not a magic solution. It will not turn prospective customers into loyal followers who will rush out to buy your brand. As with every effective campaign, the success comes from integrating different forms of media that make people sit up and take notice. This may range from traditional print to a cutting-edge website to social media pages. The inclusion of video in a campaign, and especially on social media, will definitely make any particular brand more noticeable than it might have been before.
As Amy Edel-Vaughn, EGC’s Content Strategist and Developer, points out, “While video in some ad formats may not drive as many initial conversions (for example a Click to Website ad featuring video may not drive as many clicks as a CTW ad featuring a carousel or single static image might), what we do see is that video generates incredible engagement – not only Post Likes, but Post Shares and Post Comments. Users share vital feedback, express excitement about what’s featured in the video, and they pass that content on within their network of friends, creating valuable positive impressions for brands.”
“When combined with other elements in a Facebook Canvas ad, for example,” she adds, “we do see the action increase in clicks through to learn more. In fact, we’ve seen our highest Click Through Rates (CTR) happen from a Facebook Canvas ad that prominently featured video in the mix of rich content within that digital experience.”
Where will video take marketing in the future?
Digital marketing expert, Swati Josh, stated in Tech Crunch, that “Video marketing has been unanimously chosen as one of the rising stars in marketing corridors, thanks to social integration and investments by Internet giants.” Additional strengths of video marketing include SEO benefits and the ease with which the brain can process video content, thus boosting ad recall.
Supporting Ms. Josh’s predictions, EGC’s Social Media Community Manager Adam Chan adds, “Video ads are a great way for advertisers to create custom audiences in Facebook. You’re able to create different audiences for remarketing purposes based on how long the user viewed your video ad. So essentially, you can target other ads to this specific group of people who have shown interest in whatever was featured in your video – all while creating a lot of brand awareness with the cheapest CPMs by far, when compared to other ad types.”
So in conclusion, with video marketing, brands can make a quick – but strong – impression that people will remember. Since videos receive a ton of engagement, you can get maximum exposure with shares, likes and comments. And on top of all the positives, video marketing is also cost-effective. Like we said in the beginning, it’s a win-win situation.
Find out how video marketing can be incorporated into your strategy: