- Index hide
People between 25 and 34 years old are the ones who make the most videos on-line come in the world.
87 percent of professionals marketing They use video as a strategy.
Almost nine out of ten specialists say they plan to campaign in video format.
The Covid-19 pandemic has driven endless changes around the world, ranging from how we consume to how we currently live. Given this, many companies in the world have had to change and establish strategies of marketing to adapt to people’s new consumption habits, so the way in which they show their products or services to them has become entrenched in a single format and tool such as video.
The video marketing how this trend is known is one of the most used words in recent years and it is a marketing technique in which audiovisual material is used to promote a brand, service or product. This strategy has emerged thanks to online marketing, the Internet and especially social networks.
According to a recentsurvey conducted by Renderforestamong various audiences and companies points out that, 85 percent of people say videos help them connect with brands effectively and 88 percent of companies using video marketing They have a positive ROI (Return on Investment).
These data are essential to understand the importance of this strategy in today’s consumers, many of whom are part of the new generations and they prefer a story told through these formats than in other slower and more tedious ways.
A powerful tool for marketing
Video content is a perfect opportunity for businesses to differentiate themselves from their competitors. He demonstrated this in a recent survey conducted by HubSpotthe leading CRM platform for growing businesses, where it was revealed that 25.10 percent of the participants prefer videos, while thirteen percent are more attracted to social media posts they find while browsing.
According to Digital Market Outlook datathe global spend on video ads on-linehas experienced a continuous increasing trend in recent years, standing at around 76.5 billion US dollars in 2020. Therefore, this increase is expected to continue in the future until it exceeds 145 billion in 2025.
That is why this type of audiovisual format is driving conversions in companies, where another study carried out by 1to1video indicates that eighty percent of those responsible for marketing says his efforts marketing Of video have directly resulted in increased sales, and 83 percent also say they’re getting more leads.
These data show that this is why companies have had to innovate in their marketing strategies. marketing and rapprochement with its consumers, since the way people currently consume online has diversified and seek experiences far beyond web browsing.
“Video is useful not only for entertainment, which has been quite noticeable in recent years. This format on a landing page can increase conversion rates by up to eighty percent. Additionally, 90 percent of customers say that videos positively influence their final purchase decision; which is why it is necessary for those responsible for marketing in the region not to lose sight of the impact and benefit of these audiovisual formats, within their strategies”, Shelley Pursell, Marketing Director of HubSpot for Latin America and Iberia, stated in the report.
The report also reveals that the video, today, “It is not just one piece of a complete plan of marketing“is a crucial element to promote and increase the reach of campaigns and ensure that the efforts put into them pay off, especially when it comes to strategies for social networks, which continue to gain users every day and according to a report by We Are Social and Hootsuiteexplained that there are currently 4.62 billion network users worldwide.
“Video is an extremely powerful tool for connecting with audiences beyond entertainment. What social networks have taught us is that digital transformation is unavoidable in engagement strategies. Now they are the main source of consultation for videos with business and entertainment content for 44.84 percent of users in Mexico, and not only that, the mobile phone is the tool that has given them that power, since 70.62 percent of users respondents consume it through this device”, indicates Pursell.
Solid video strategy marketing
In that sense, the report also mentions that for a brand or company to be successful, a solid video strategy is necessary. marketingespecially if you consider points like: choose the target audience and know where they spend their time, connect with the parties involved and have a clear objective, establish a timeline and budget, choose the best platform to distribute the video, create messages for each type of audience, and define the metrics a revealing fact.
“We cannot ignore that the format in which the video is presented greatly influences consumer decisions. Seventy percent of people prefer a short format, while 21.64 percent prefer a long format, and only 8.25 percent say they have a predilection for live content”, says the HubSpot study.
Currently there are many brands that are applying this type of strategy in their marketing campaigns. marketing one of them is Ben & Jerry’sthe American company has tested the opportunity to create longer videos on the social network Instagram and According to Tubular, the ice cream giant generates an average of 33 percent engagement from its uploads on the platform, making its followers more interested in its products.
Another successful example is Toyota USA using video on Instagram in a way that appeals to just about anyone who wants to get behind the wheel of one of their cars.
In conclusion, video has proven to be a very powerful tool. to encourage the engagement with the audience, building a bond of loyalty.
Now read:
Video marketing trends for small and large campaigns
Video marketing ideas for your Christmas campaigns
This is the process you must follow to create an effective video marketing strategy