2021 Survey Reveals How Marketers Take Advantage of Video

Whether you are a small-town mom-and-pop business or a global conglomerate, you cannot deny the value of video content in marketing.

In fact, 70% of marketers swear by the value of video marketing and say that it has shown a positive return on investment. This statistic alone should be enough to get you excited about video.

Video content has immense value. If generated craftily, video has the potential to showcase the important features of a business while giving a touch of a personal connection.

Visual content is always more entertaining because it is catchy with fun graphics, spunky audio and a variety of styles.

According to a latest video marketing statistics report, there were some key takeaways about the objective and preference of marketers when it comes to what value video content offers.

Business objectives behind video marketing

Trying to pivot video marketing can be like opening a digital can of worms, quite intimidating. However, it doesn’t have to be.

Understanding what kind of video works where can ease up some of the intimidation and streamline a strategy that works for your benefit.

There are multiple value-adding objectives that can be achieved with video marketing. Here’s what marketers opt for:

1. Building awareness

Building brand awareness using video content has quite a ripple effect. The more people see your content out there, the more they know about you.

The more people know about you, the more chances you have at expanding your consumer base.

Video is an SEO goldmine as it gives a very fertile opportunity to create backlinks, increasing likes, shares, and to direct traffic back to your website.

The chart above shows that 28% of marketers use video to build awareness for their brands.

2. Explain products

An explainer video is the step-by-step breakdown of a product or service. They provide the necessary context and information required to understand the concept.

According to our survey, 24% of marketers use videos to explain their products.

Combining audio and visual tools is the most succinct way of explaining a product. What is more is that they do so in a colorful, playful, and entertaining manner.

3. Increase sales

Having a diversified content portfolio can help you engage more of your customer base. Visitors on a website tend to stay on a page twice as long if it has a video on it.

What happens when a person spends more time on your website? They find out more about your products and become more inclined to purchase them.

About 18% of marketers prefer using videos to increase conversion rates.

How-to videos are also a great way of increasing sales. Look at how Home Depot does it.

4. Increase traffic

We talked about how videos make the users spend twice the amount of time on a website. This increased visit time renders your page valuable.

It signals Google to rank your website higher in the search results. A higher ranking ultimately leads to larger organic traffic towards your website.

About 18% of marketers prefer using videos to drive traffic.

Look at how MotionCue uses a video on their landing page. It makes things look a lot more interesting, doesn’t it?

5. Customer onboarding

The traditional way of onboarding the customer through an intimidating text manual has become pretty outdated.

An onboarding video is a great alternative. It can help your customers get the maximum value from a purchase and their positive experience will foster brand loyalty.

According to the MotionCue survey, 12% of marketers use video content for customer onboarding. Which means not many people are taking advantage of this type of video.

Now, there are several things you can do with an onboarding video to help your customers.

You can add a helpful demo or how-to video in your onboarding package to get the customer acquainted with your product.

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In addition to instructional videos on the product, you can also add a separate video of FAQs or common problems that a new user could come across while using the product.

Doing this will save your company a lot of time in customer service.

Videos marketers prefer to create

While determining the type of the video, there are several factors that marketers consider.

What is the goal of the video? What is the requirement from that video? Who is the target audience? On what platform will the video be published, and so on.

The aforementioned survey helped us understand the preference marketers have when it comes to the type of videos that they prefer.

In terms of high-value content, marketers picked the following types of videos.

1. Training videos and how-to content

In a world where work from anywhere is becoming more and more popular, it’s no surprise that employee training videos are also catching on.

Training video are convenient and can allow you to upskill your team no matter where they are or when they’ve joined the company.

Since the videos can be easily accessible, any staff member can refer to them at any time if they want to revise the training material.

To summarize, a training program supported by video is scalable, accessible, and cost effective!

These are all the reasons 24% of marketers picked training videos while 10% specifically opted for how-to videos.

2. Promo videos

Promotional videos promote a business initiative, event, a new product or service to customers and prospects.

A promo video is most often a sizzle reel or a teaser.

They are mainly for the purpose of grabbing the attention of your audience, drawing them in and making them learn more about you.

It brings the conversation to a more personal level without making it too salesy. A total of 24% of marketers opt for promo videos.

3. Demo/explainer videos

One cannot deny the efficacy of a demo/explainer that provides the necessary information and instructions.

It saves the viewer a lot of time in understanding what the product does and how to use it. Not only do they fill the gap in context, they do so in a colorful and interesting way.

They also serve as a great point of entry for new businesses and are especially popular with start-ups. A total of 14% of marketers go for demo/explainer videos.

4. Livestreams

The level of interaction livestream videos offer is unparalleled to any other kind of video. It has the highest rate of engagement outpacing every kind of video format out there.

Almost all of the social media platforms offer a livestream option now with real-time comments from the audience popping up.

And on top of everything, they are relatively hassle-free to make.

All of the reasons stated above could be why livestreams exploded in popularity during the pandemic and are still going strong.

5. Personalized videos

Personalized video content is when companies use customer data to create video marketing content for a specific group of customers or each individual.

There are several kinds of personalized videos like event invites, thank you videos, special offer videos, and more.

You can expect them to really hit home which may be why 12% of marketers choose to utilize the power of personalized videos.

The takeaway

When all is said and done, the one thing that really gets overlooked is the customer’s post purchase experience with your product or service.

This is evident form the fact that only 2% of marketers think that onboarding videos are worth it for the business. And it means that delighting customers with video isn’t something companies are looking into, but there’s a lot of untapped potential here.

If you keep entertaining and delighting your customers with personalized onboarding videos, you have a good chance of turning them into brand advocates.

Therefore, building long lasting relationship with this type of content is crucial.

And the more you understand what type of video content is good for business, the faster you will get a grip over your customer base.

Happy marketing!




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