Video marketing is one of the advertising communication techniques that can offer value, relevance and flexibility that consumers demand. In this article you will find out everything you need to know about video marketing and why it is a valuable addition to a web marketing campaign.

In the past few years, the digital landscape has considerably changed. Fewer and fewer people use desktop computers and notebooks to search on the web and interact with content. Instead, people are largely using smartphones and tablets which are getting cheaper and cheaper. This means that there are no longer limits on how, when and where people can interact with content marketing.

Today, content can be deemed successful only if it perfectly meets consumers’ expectations. Fortunately, it is easy to keep up with the changes, as long as you invest. However, it is not so easy to stand out from the crowd. For this reason, we will unveil the importance of adding video content marketing to your company’s toolkit.

  • VIDEO CONTENT MARKETING IMPROVES BRANDS’ IDENTITY In this modern, video-mad world, if you are not integrating video comprehensively into your content marketing strategy then you are missing out on a powerful way to not only engage your target audience but to attract attentionand draw it down your marketing funnel. Statistics show that, today, 80% of people remember videos they have seen in the last month. As a matter of fact, one of the greatest strengths of video marketing is that images and sounds are more memorable than text. When customers remember your videos, they will also remember your brand, which will result in an increase of brand awareness and brand reputation. By using videos in your web marketing strategy, you have the opportunity to increase the relevance of your message and communicate your identity. Simple features such as design and branding, or more advanced features such as voice and content, make video marketing the ideal tool to reinforce your brand identity and ensure that customers know who you are.

  • VIDEO CONTENT MARKETING IMPROVES GOOGLE RANKING The quality and relevance of your video content can greatly improve the search engine rankings of your company website, as well as increase conversion rates: around 41% of buyers contact companies after watching their brand's video. Adding videos to your website and content offerings can improve your company's SEO and increase the number of people who will click on your ads. One of the biggest trends in web marketing is responsive design. When a company's content doesn't display well on a certain device or browser, the company loses traffic and its conversion rates decrease. Fortunately, video content can be viewed on all types of devices, from computers to smartphones. This massively improves the reach of videos and makes the content more user-friendly and consumer-oriented.

  • VIDEO CONTENT MARKETING IS MORE EFFECTIVE In the social media marketing field, it has been estimated that over 90% of people who watch videos on smartphones share them with other people. This is a very high percentage, higher than the sharing rate of many other types of content. As a matter of fact, videos are shared about 12 times more than text content. Moreover, 60% of people prefer to watch a video rather than read a post. Therefore, video content shows again how powerful it can be for any brand that aims to expand its online presence or increase its audience. Due to its viral nature, accessibility and value, video marketing is a much more effective tool for creating personalised content as it can leverage consumers' emotions to increase sales.

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