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The benefits of video marketing

2016 was a revolutionary year for marketers embracing video marketing, as more and more small businesses discovered its power and embraced its benefits. The reason for this popularity is that videos are becoming cheaper to produce and easier to distribute through channels such as YouTube and Vimeo, as well as social platforms like Facebook, Instagram, LinkedIn and Twitter. The video marketing trend has progressed rapidly and many people are using this profitable marketing tool for many reasons. Read on to discover the benefits of video marketing.


1. Increasing user attention

As competition for consumer attention on social media increases, it can result in the disengagement of potential prospects. A few years ago, before every business was on Facebook and before Facebook changed its algorithms, attaining consumer attention was much easier. Now, businesses need to work harder to gain user attention and to stand out from the crowd. Consumers are overwhelmed with information, advertising and content, so you need to make sure that every message you distribute is unique and valuable in order to catch the attention of your audience. In fact, engaging people could be facilitated with the help of videos. According to Animoto, a content is 4 times more likely to be watched in a video than read about in a text. Moreover, videos are less present on the internet than written content, so your video has more chance of being seen. Finally, the truth is that videos are much more amusing and entertaining than text, so people are more likely to play them. Video is an excellent way to spread your message and to get more visibility.

2. Enhancing corporate identity

People prefer to do business with brands they trust and who they can build a long-term relationship with. So by using videos, your brand is given a personality and people will start to know and appreciate your business. Through video, prospects may discover the members of the team, the office environment, and enjoy the company’s personality. Even these little things can drive traffic to your website and increase your sales. Plus, videos are a smart way to showcase the benefits of your products. Indeed, some people need to see things to believe them, so a video gives you the possibility to prove the efficiency of your products/services.

3. Clarify complex information

When it comes to explaining complex ideas or processes, video does the work better than any written content. This can be explained by the fact that about 65% of the Australian population are visual learners and another 35% are auditory learners. If there is one type of content that fits with any learning style, it’s video. In addition, researcher Dr. James McQuivey has found that just one minute of video contains as much information as 1.8 million words!

4. More likely to go viral

If you have the choice between sharing a 5 pages of text or a 1 minute video, I bet you’d share the video. If you create a buzzworthy video, there is no doubt that people will share it and spread it on the web. Moreover, if the content of the video is strategically planned, produced and distributed for a particular audience, it’ll reach prospects that are invested in your message. Consequently, qualified and engaged leads will be generated.

5. Improving SEO efforts

The fact is that since Google has owned YouTube, there has been a significant increase in how much videos affect your brand’s search engine rank. According to Moovly, if you have a video on your website, you’re 53 times more likely to show up first on Google. The only thing you have to be really careful about is to optimise your videos for SEO. Titles and descriptions must contain appropriate and relevant keywords and of course a link back to your website.

Now that you’re convinced that video is the marketing tool to adopt, your next question might be “How can I make an awesome video without breaking the bank?”.

Get in touch with us and we’ll be able to find solutions to help you with video marketing!


Clémence Barthélemy

Clémence is a Junior Marketing Assistant at Sierra Marketing. Joining the Sierra team, Clémence got to experience the various facets of marketing. Her work at Sierra Marketing mostly focuses on online marketing, social media and community management. Through Clémence’s work for different clients, she found a passion for digital marketing.

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