Why Video is the Future of Content Marketing, Part 1

No matter where you look online, video clips are popping up everywhere. They are being used on landing pages to convert visitors into leads, in social feeds to explain ideas or generate laughs, and on websites for all kinds of marketing and instructional purposes.

It’s not exactly groundbreaking to say that online video is really coming into its own. And yet, we think the videos being posted to the Internet and 2016 are only the tip of the iceberg. In fact, we think video is the next “big thing” when it comes to content marketing and conversion rate optimization.

To show you why, here are a few reasons video isn’t just dominating the Internet at present, but represents the future, too…

Viewers Love Video

The biggest reason video is becoming more prevalent, and will continue to do so, is that customers love it. Most people, given the choice, would rather watch a video clip than read the same information or hear it in an audio-only version. Video is more engaging, and allows for a greater range of expression. That means it can be understood more quickly and clearly.

As long as viewers have a preference for video, marketers are going to keep using it. And those companies that ignore their customers’ wishes are going to be left behind.

Video is More Memorable

As it turns out, viewers feel like video is more engaging than text, audio, or still images for a reason. In numerous psychological studies, researchers have found that video captures attention in a way that other types of content don’t, and is much more memorable as a result. In other words, buyers will retain more of the facts and details you give them in video than they will if the same information is delivered in other ways.

As the web becomes more and more crowded, making a strong impression on buyers is a must. Using video is a way to cut through the clutter and get prospects to pay attention.

Video Converts

Given those first two facts, it’s probably no surprise that landing pages with video tend to convert visitors into buyers and leads at a much higher rate. In fact, some studies show that conversions can rise more than 300% once a simple clip has been inserted alongside plain text and still photos.

If customer demand is driving the growth of video on one end, then bottom-line realities are going to push it forward from the other. Why wouldn’t you take advantage of any tool that lets you generate more sales than you are getting before?

While these three points are all market-driven, there is yet another factor driving the spread of video online. We’ll explore that topic in our next post.

Previous

Next