When done well, video marketing can be the most effective way to increase interaction between business and their customers. To help you decide if you should be using videos in your marketing efforts, we’ve summarised the top 4 benefits of online video for businesses in this post – an increase in email click-through rates, an increase in conversion rates, better search result rankings and higher consumer engagement.
1) Video Marketing Increases Email Click-Through Rates
Forrester reports that video content in email marketing can generate 2-3 times as many click-throughs. Surprisingly, the use of video in email marketing has declined by 10% over the past year according to WVMC’s survey.
The majority of the people who did use video in their email marketing however reported positive results. Quick Sprout reports that subscriber opt-outs decreased by 75% and subscriber-to-lead conversion increased by 51% when video was used in an email marketing campaign.
As an example, the benefits of online video for Zumba Fitness were huge. A case study by Marketing Sherpa shows how health and dance brand Zumba Fitness utilized video email marketing to personally invite instructors to their annual Instructor Convention. Zumba took actual footage of previous years at the event and used it to create personalized videos that were sent out in a launch email.
These videos were seen to grab their audience’s attention and immerse people in the experience before they even attended the event. The campaign resulted in a click-to-open rate of 50%, the highest rate seen for any Zumba Fitness promotional email. Users spent more than nine minutes on the video landing page and some videos had over 700 views.
2) Online Video Increases Conversion Rates
Benefits of online video also include instilling trust in consumers.
70% of marketers say video is the most effective means to driving conversions, according to Cisco. Consumers prefer to be able to touch, see, and test products before they purchase.
This need is even greater when it comes to high involvement products or services – those that prompt consumers to undertake considerable research before making the purchase due to a high perception of risk. These risks may be functional, financial, temporal, physical, psychological, social or sensory.
The intangible nature of online shopping causes an increased need for businesses to provide as much information as possible about the product or service to relieve any doubts about purchasing.
Consumers are more likely to make a purchase after viewing a demonstration video as it replicates as close as possible the traditional in-store experience, thus relieving any fears they may have about purchasing. Quick Sprout reports that informational videos increase viewers understanding of a product by 74%. Embedding video on webpages can be done by any business in any industry – thus it’s crucial for digital marketing staff to know essentials around making use of video such as how to convert video to MP4 in order to use it more easily on social media profiles and ecommerce sites.
For example, fashion brand ASOS converts visitors to buyers by overlaying a “view catwalk” function to increase interactivity and to try and replicate as much as possible the traditional clothing shopping experience.
Similarly, a case study by Advance Auto Parts demonstrates how they use online videos to increase conversion. Advance Auto Parts uses informative, how-to videos and emphasizes that the advice they offer is from their own in-house, ASE-certified mechanics to instill trust in their customers.
Cisco found that product videos alone can increase purchase intent by up to 85%. According to Eyeview Digital, adding video to landing pages can increase conversion by 80%.
3) Video on Websites Increases Google Rank
Google uses Google PageRank to determine a page’s relevance, importance, reliability and authority. Pages are ranked on a scale of 0 to 10. The most relevant pages rank higher and subsequently appear at the top of Googles search results page.
Forrester reports that adding video to your website can increase the chance of a front page Google result by 53 times. This is because Google ranks pages with high quality content (pictures and videos) better than those without rich media content. The amount of time spent on a web page also affects your Google ranking, and web pages with videos give rise to longer dwell time.
In addition, Google will positively view websites that are linked to by other sites. For example, creating content on YouTube and linking your website in the description or video can create good backlinks that improve your Google PageRank.
4) Viral Video Increases Engagement
Content Marketing Institute states that adding video to the social mix means audiences are 10 times more likely to engage and share posts. Videos that have elements of surprise, generate an emotional reaction, or encourage involvement are paramount to a successful video marketing campaign.
For example, Cadbury Dairy Milk’s social media campaign ‘thanks a million’ generated thousands of new followers and increased engagement using a single video. Upon reaching one million fans, Cadbury created a giant Facebook like thumb out of dairy milk chocolate pieces. Their campaign generated 40,000 new Facebook fans and over 350,000 people were actively engaged in the campaign.
The Benefits of Online Video
Utilizing the benefits of online video for your next marketing campaign can ensure greater engagement, better your search engine rankings, increase conversion and click-through rates. In all this, Clipchamp’s video creation and processing tools can help you use your video content more easily online, from basic tasks such as converting videos to MP4 to collecting user-generated content for your social media channels.