Here's Why Online Video Is The Ultimate Digital Marketing Tool

By Eric B. Delisle April 2, 2014 General No comments yet

Most businesses today are embracing digital marketing and rightly so; digital marketing works. But all types of digital marketing are not created equal. When you think digital marketing the first thing that probably comes to mind is search engine marketing, social media marketing and content marketing. Within these, however, there is one overlooked component that needs more emphasis: online video marketing.

Many businesses associate video with media companies. If you don’t produce video as a matter of business-as-usual, then video becomes that thing that you probably won’t invest much time on. But that’s a wrong outlook.

Here are a few stats about online video that support this perspective:

  • 89 million people in the United States are going to watch 1.2 billion online videos today. (ComScore)
  • Online video users are expected to double to 1.5 billion in 2016. (Cisco)
  • Online video now accounts for 50 percent of all mobile traffic and up to 69 percent of traffic on certain networks. (Bytemobile Mobile Analytics Report)
  • Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. (Cisco)
  • 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
  • Mobile and tablet shoppers are three times as likely to view a video as laptop or desktop users. (NPD)
  • Mobile video ads that include social media buttons drive 36 percent higher engagement. (Rhythm NewMedia).
  • 92 percent of mobile video viewers share videos with others. (Invodo)
  • More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube).
  • 2 billion video views per week are monetized on YouTube, and every auto-shared tweet results in six new YouTube browsing sessions (ReelSEO).

As you can see, online video is HUGE! But why aren’t more businesses taking up online video within their marketing plans?

The main reason is what may be called expertise bias. This is a situation where a company believes its lack of expertise in the field of online video excludes it from engaging in online video marketing. This is especially true because of all the pressure that comes from watching professionally done videos produced by big brands. The reality, however, is that most videos that go viral on the Internet today are amateur videos. People don’t respond to the clinical finish of a video, they care about the content and how it makes them feel.

This is a vital clue towards utilizing video to market your business. If all people want is to watch something that makes them feel, then you have as a good a chance of capturing your audience’s attention as any other brand, big or otherwise. To achieve this, you’ll need to tap into your business’s ethos. This is the human, emotional aspect of your business.

You could venture into making tutorials for your customers, or video-documenting certain processes that help your customers in their experience with your business. All you’ll need is a good quality camera and microphone, some lighting and a freelance contractor to edit the videos for you. By doing this, you’ll have an active YouTube channel that becomes a source of valuable information to your customers and non-customers.

Of course this is just one of many ways online video can be harnessed to drive awareness and sales for your company. The bottom line is to find a way in which your customers can peer into your business and connect with you in a sincere emotional way. Video does this much better than any other form of online marketing and that is why you must start planning on how to harness online video marketing going forward.

Finally, here's a video from Three Motion UK that sums it up.

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