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From Views to Conversions: The Impact of Video Marketing in 2024

TL;DR:

  • In today's digital landscape, video marketing is only becoming more crucial for engaging audiences and achieving marketing goals. 
  • With high ROI and conversion rates, businesses must leverage video content to stay competitive. 
  • Short-form videos lead the way, offering promising results. (They’re expected to dominate 90% of internet traffic this year!) 
  • As 91% of businesses adopt video marketing, ensuring it’s part of your 2024 marketing strategy is essential to not falling behind.
  • 68% of consumers prefer learning about new products through video content.
  • Video content boosts users’ dwell time on a website by 1.4x. 
  • If you have to prioritize, investing in high-quality product videos is the way to go — we’ll explain why.

 

the impact of video marketing

The Impact of Video Marketing: Insights Backed by Data

In today's fast-paced digital landscape, one tool stands out among the rest, ready to catapult your marketing efforts to new heights. No surprises here, it’s video. It's not just a trend; it's a powerhouse strategy that savvy marketers are leveraging to achieve their goals. 

The fact video is only becoming more essential to marketing efficacy is hardly shocking. With the surge of video-focused platforms like TikTok, Instagram, and YouTube, video content has become an irreplaceable tool for captivating and converting audiences. Chances are, you immerse yourself in video content daily. Do you remember the last time you were intrigued by a new product or wanted to explore a new software solution? Odds are, you were first exposed to that product or learned more about it via a video. According to Wyzowl, 82% of people have been convinced to buy a product or service by watching a video. 

Plus, did you know that 68% of consumers prefer learning about new products or services by watching a video over reading articles, infographics, ebooks, and presentations?

If you’re part of a scrappy marketing team and need to make the case for video marketing’s importance, or if you’re a new founder who wants to better understand what all the fuss is about, keep reading. We’ll dive into the numbers to help illustrate video’s role in any competitive content marketing strategy today. Then, we’ll share our recommendations for how you can begin harnessing video’s potential, including the type of video you should focus on if you only have budget and bandwidth for one.

audience for video marketing

Why Is It Crucial for Your Company to Embrace Video Marketing as a Strategic Tool?

Impressive ROI

Video content stands as a tried-and-true investment that offers tangible returns for your business: 90% of marketers confirmed its positive Return On Investment (ROI) to Wyzowl (2024), and a remarkable 93% of participants in Vydiard's The State of Video 2023 report endorsed its conversion power. It’s no secret that video has cemented its status as a cornerstone of modern marketing strategies. 

Specifically, short-form videos have been identified as the frontrunner, offering the most promising ROI and positioning for substantial growth in 2024, according to the latest State of Marketing report by HubSpot.

Haven’t put out any video marketing content yet? The great thing about video is that with the user-friendliness of so many of today’s channels, it’s easier than ever — and never too late — to get started with some short-form content. To begin your journey, try crafting your own reels or TikToks. Here are some creative ideas to maximize their impact:

  • Make a short tutorial on specific product features
  • Answer FAQs on a video
  • Share testimonial videos of clients or customers reviewing your product

Staying Ahead of the Curve 

With a whopping 91% of businesses incorporating video in their 2024 marketing strategies, adoption is at an all-time high, and the landscape is evolving rapidly. Case in point: According to the 2023 Social Media Marketing Industry Report, 59% of marketers plan on increasing their YouTube organic activities this year.

And with 86% of individuals expressing a desire for increased video content from brands, it's clear that catering to their preferences is key. Let's meet their expectations and deliver the engaging video content they crave. You can begin today by opening your own YouTube channel. Start creating short format videos like the ones detailed above.

Building Trust and Authenticity

Authenticity lies at the heart of modern marketing. You can foster a deeper connection between your business and your audience through personalized, short-form videos that help you humanize your brand and foster trust by showcasing the faces behind the business. Start by introducing yourself and your company and telling your story in short videos. You could answer some of these questions on social media: 

  • What problem is your product solving?
  • Why did you start your business?
  • What are your values? 
  • Where are you located? 
  • What’s your favorite thing about your business?

 

be where your buyers are: video marketing

Meeting Your Customers Where They’re At

The buyer journey is becoming increasingly complex. With 60% of users engaging in six or more actions before making a purchase decision, it's key for businesses to be present and engaged throughout the decision-making process.

Data from Wyzowl’s report reveals that an overwhelming 88% of video marketers say video has enhanced user understanding of their products or services. You can harness the power of video for this purpose by creating explainer videos of new features, sharing clear and comprehensive product videos, and by featuring video testimonials from your customers. Before choosing where to start, analyze your customer journey and identify the moments where a video could help provide context and information.

Boosting Website Engagement 

In Wyzowl’s 2024 video marketing statistics, they shared that 86% of video marketers say video has helped them increase web traffic. Many marketing experts agree that Google favors search results containing video content over those lacking it. According to Lemonlight's experience, incorporating video into existing posts led to substantial boosts in organic traffic, ranging from 10% to a staggering 250%.

Statistics also show that users typically spend around 1.4 times more time on web pages featuring video than on those without it. Given that dwell time — or, the duration a user remains on your website — is a crucial metric for SEO (Search Engine Optimization), this is just another way that video can boost your site health and help you drive organic traffic. And beyond time spent on-site, crafting a captivating video that addresses the needs of your audience, appeals to their emotions, and offers an immersive element to your webpage can significantly extend your site’s user engagement, too. 

Finally, as an off-site channel for reaching new audiences, did you know that YouTube is the second largest search engine globally, coming right after Google? Not only that, it’s also the second most visited website in the world

Leveraging video content, then, becomes imperative for maximizing inbound traffic to your site and increasing your users’ time on it. By adding video to your content strategy, you can join the ranks of video marketers who say video has helped them increase web traffic.

Informing and Converting

use video marketing to convert users into customers

If a picture is worth a thousand words, then how many is a video worth? When it comes to sharing your brand’s story in an engaging, direct, and digestible way, don’t just tell — show! 

You can use explainer videos as educational tools that inform your audience about your products and services. Remember that according to Wyzowl’s report, 91% of people have relied on these types of videos to gain deeper insights into a company and its offerings, and a compelling 82% of viewers have been persuaded to make a purchase after watching such a video. This means the game-changing puzzle piece to getting more conversions could be only one video away! 

 

The Bottom Line: If You Only Have to Choose One, Invest in High-Quality Product Videos.

Spend your spend where it counts. If your budget is tight and you need to prioritize, there’s a lot of video strategy ground-building you can do that’s low-cost or free. We recommend beginning by establishing your YouTube channel and utilizing short-form video content. Maintain the authentic tone of your brand and avoid excessive use of graphics if it’s not your expertise. Use these videos to address customer inquiries and concerns, fostering credibility in your product.

And if you're wondering where to allocate your limited marketing budget for maximum impact, the answer is clear: invest in high-quality product videos

These videos showcase and promote your product while giving you the ability to dynamically highlight key features, benefits, and unique selling points. These assets have the potential to inform, engage, and convert your audience, all while delivering a substantial return on your investment. Meet your customers with a detailed, professional video that explains all the benefits of your product, right when they are about to make a purchasing decision.

Ready to up Audience Engagement and Conversions With Video?

Video marketing isn't just a trend — it's a strategic imperative for businesses looking to thrive in today's competitive landscape. So, harness the power of video to tell your brand's story, and watch as it transforms your marketing endeavors into measurable successes.

While the importance of video marketing is widely acknowledged among marketers and non-marketers alike, many still seek assistance in its execution. That’s where we can come in.  Ophina’s team of seasoned marketers are at the ready, here to provide expert video marketing guidance that’s tailored to your specific needs and level of expertise. Whether you're just starting out or seeking to refine your existing video marketing strategy, we're here to support you every step of the way. Explore our video marketing services and learn how we can help you achieve your marketing goals.

 

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