Video killed the radio star … but has it also killed the written word?

It’s an interesting question. HubSpot’s 2023 State of Marketing Report reveals that short-form video has the highest ROI of any media format. And while the written word is not dead (77% of internet users still read blogs), there’s no question that if you want your message to cut through in today’s digital landscape, effective video marketing needs to play a part in your overall content marketing strategy.

Let’s face it, we’re glued to our screens

According to the latest data, the average person spends around 17 hours a week watching videos online, while 54% of people prefer to watch a video about a product than read written text.

While words still hold significance, the potential of video to captivate and convert customers surpasses all other media formats. Our brains are simply wired to process visuals faster than written text, meaning you can get your message across faster. And in a world of shorter attention spans, the quicker the better.

Video content also evokes a greater emotional connection to your brand.

By using storytelling and establishing relationships with your viewers across your digital and social media channels, video content becomes a compelling tool in your marketing strategy to foster brand loyalty and ultimately drive conversions.

So what are the benefits of video marketing?

Increases conversion rates

Including video content on your landing pages can increase your conversion rate by 80 – 86%. In fact, according to Wyzowl’s State of Video Marketing Report, 89% of people surveyed say they have bought a product after watching a video about it.

Leads to higher click-through and open rates

Video also makes a great addition to your email marketing campaigns. According to Campaign Monitor, video:

  • Boosts open rates by 19%.
  • Boosts click-through rates by 65%.
  • Reduces unsubscribes by 25%.

Builds trust and credibility

Word of mouth is perhaps the best marketing tool you have! 89% of marketers say that video testimonials are the most effective content marketing tactic, while 72% of consumers say testimonials make them trust a company more.

A recent report from HubSpot also found that 66% of people watch videos to learn about a product or service, with how-to-videos, reviews and unboxing videos amongst the most popular.

Video content helps with SEO

Search engines look for content that engages viewers. According to data from Wistia, people spent on average around 1.4 times more time on web pages with video than those without.

Having a video presence on your website can help improve your Search Engine Results Page (SERP) rankings, giving you an edge over your competitors.

Supports social media engagement

The introduction of TikTok, YouTube Shorts and Instagram and Facebook Reels has seen video play a hugely important role in social media metrics.

After introducing short-form video content into our organic social media retainers in 2022, we saw an average increase in engagement of 57% across our client’s social media platforms.

Video content on social media is more likely to capture a person’s attention than static posts and is also twice as likely to be shared by social media users. In fact, 66% of social media users say that short-form video is the most engaging type of social media content.

So, does video marketing work? Video is a powerful tool that can help build trust and credibility, increase conversion rates, and engage with potential customers on your digital and social media channels. By using it with other content marketing tools, including SEO-optimised blogs, you can effectively elevate your brand, capture the attention of customers and ultimately drive conversions.

If you need video marketing advice or would like to grow your business, contact the team at IvyStreet here.