People have quickly taken advantage of faster internet speeds and made watching video a huge part of their online activity. In fact, video is expected to carter for over 50% of internet usage over the next three years. On the other hand many businesses have been slower to take advantage of the potential to reach customers by including video content in their digital marketing.
It’s not just Game of Thrones and Breaking Bad people are watching. Branded content makes up nearly a quarter of video that people watch online. That’s nearly 15 minutes per week. Online video is a great way to reach your customers online. On top of that it is a great way to improve your SEO and draw traffic to the rest of your digital marketing strategy.
How does video improve your digital marketing?
Search Engine Optimisation (SEO) is an important aspect of digital marketing. To put it in basic terms SEO is about creating content that makes your webpage appear earlier in search engines. Google is constantly updating their analysis methods in order to provide users with useful links. One of the most important factors Google uses to determine whether or not your site is useful is the amount of time that people spend on the webpage. The longer someone spends on your page the more useful Google thinks it is. Video is a simple and effective way to keep your audience engaged and on your site. Comscore showed that people stayed on websites two minutes longer when the page featured video content. Those two minutes will do wonders for your bounce rate and that will greatly improve where you appear in search results. More importantly that’s two extra minutes for your brand to build relationships with its customers. In fact 62% of searches on Google return at least one result with a video. Despite the search engines preference for video there is much less competition which greatly increases the chances of your video turning up on page one of a Google search. You are 53 times more likely to be listed on page one if your website has a relevant video. An added bonus of having a video on your website is that search results for video include a thumbnail. This thumbnail has been proven to attract potential viewer’s attention and make them more likely to choose your link. That means video not only improves your chance of being on the first page of Google, but it also means that once you’re there you’re more likely to be picked. As a result your webpage and the rest of your digital marketing content has more chance of being seen.
How does video add to your brand?
Most importantly Video is not just an SEO tool, it’s a branding tool. It’s a way to build a unique link with your customers. Video content increases the chance of having your audience’s undivided attention for a longer period of time. It’s been shown that a viewer’s understanding of a product or service is improved by 74% after watching video content. That understanding ultimately impacts purchasing behaviour with website visitors 64% more likely to buy a product after watching a video related to that product. So if you are looking at taking the next step at reaching your customers and effectively communicating to them with your branding efforts maybe it’s time that you added video to your digital marketing.