Why Online Video Marketing is Essential for Marketers in 2012
Youâ€™ve heard it all before, web video is the way of the future and will soon replace television advertising as we know it. Ok, ok, we might be getting a little carried away with that statement. Our friends at B2C.com seem to think that 2012 is the year that marketers embrace branding videos in their social marketing efforts. Â If youâ€™re not convinced that you need online video marketing, check out reason #4. The numbers might just surprise youâ€¦
What do you think â€“ does your business need online video?
By Mike Lewis
No other tool in your marketing toolbox delivers the bang-for-your-buck like video content.
From our ebookÂ Biggest Social Marketing and New Media Predictions for 2012,Â Jay Baer, social media strategist, coach, speaker and all-around good guy, shared that 2012 will be â€œthe explosion in short-form multimedia, as companies start to truly embrace video and mobile photography.â€ With predictions like this, we asked: Could 2012 be the year marketers embrace video in their social marketing efforts? We think yes, and hereâ€™s four reasons why:
Since May 2011, there are more thanÂ 48 hours of videobeing uploaded toÂ YouTubeÂ every minute.Â And as of December 2011, YouTube boasted more thanÂ a trillion videosÂ viewed this year alone. WithÂ 71% of all online adults participating platforms like YouTube, video sharing is up 38% since 2006, 28% of which share on a daily basis.
2. Video Sells to the C-Suite
If you think that video marketing is only suitable for end consumers, then think again. Senior executives watch videos to make purchase decisions.Â A Forbes InsightsÂ report points to 65% of senior decision-makers visiting a vendorâ€™s website after watching a video. In fact, 83% of the surveyed senior executives report watching more online video today than they were a year ago, with 75% indicating they watch work-related videos at least weekly. Younger executives (those under 40) areÂ more likely to make a purchaseÂ based on video alone. It is clear that video is becoming an essential way to connect with and sell to both senior decision-makers and end consumers.
3. Video is Essential for Inbound Marketing and SEO
Hosting videos on your site is a great way to attract and engage visitors. Visitors spendÂ an average of two more minutesÂ on websites that host videos than on sites that donâ€™t. Video helps to increase a websiteâ€™ quality score too. A â€˜long clickâ€™, which leads to more time spent on site, results from higher quality content, ultimately enhancing user engagement.Â In fact, video can increase your chances of getting on the first page Googleâ€™s search resultsÂ 53 times.
4. Video is Killing the TV Star
AÂ Bright RollÂ survey early this year reveals 65% of marketers plan to reallocate campaign dollars from TV to online video.Â Over 25% see online and mobile video as the two areas that will see the overall largest spend increase this and next year. Most marketers report taking advertising budgets away from television and display. Marketers plan to spend more on video because it works â€“ video drives sales.
For instance, meetÂ Old Spice, the menâ€™s body wash and deodorant manufacturer. About now, everyone has likely heard of the Old Spice campaign,Â The Man Your Man Can Smell Like. This one commercial, originally aimed for television, generated 5.9 million views on YouTube in the first 24 hours of its launch.Â It got 20 million views three days, 1.4 billion impressions over six months. The ROI? Sales increased by 107% over six months.
GoPro, which makes mountable cameras, goes after current customers who are posting cool and interesting videos to YouTube using their cameras. One video, watched six million times in two days,Â showed a buck leapingÂ across a mountain bikerâ€™s trail in Africa and knocking him to the ground. Quoted in aÂ New York Times article, Stephen Baumer, GoPro CIO, said this: â€œThe content ends up selling the cameras.â€ He went on to say, â€œthese consumers, to our delight, are advertising on our behalf.â€
Integrating Video into your Marketing Mix
We partnered withÂ MarketingProfsÂ to bring to our community of savvy marketers a new free white paper onÂ Why Video is Essential to Your Marketing Mix. This resource focuses on examples from leading brands using video marketing to increase their visibility, attract new users and increase sales. You will learn how video can help you reach a specific audience, keep them engaged longer, and bring your brand to life in ways previously unimagined.
Here are a few of the examples shared in theÂ whitepaper:
- Informative videos:Â WebMDÂ is a great example of how video can be used to both inform and educate â€“ theirÂ videosÂ are of high-quality, focused on specific medical conditions and diseases.Â The goal is to help consumers take better control of their health.
- Instructional videos:Â Iron Mountain, the leading information management and storage provider, offers fun, creative vignettes to theirÂ Facebook page.Â D-Link, a company selling networking equipment, has a library of short,Â instructional videosÂ teaching both home and business owners how to use and set-up their products.
- Entertaining videos:Â Kinaxis, offering on-demand software for supply chain management, showcases a series ofÂ videosÂ poking fun at the challenges associated with large supply chain environments. As ofÂ April 2010, the company had more than tripled its leads, and was able to increase the number of registered community members by 38%.
We welcome your thoughts, reactions and feedback.Â Let us know how do you approach the process of video creation and promotion?Â What are your top video tips and tricks? Has video helped your company?Â As we embark on 2012, we promise to continue to provide deeper dives into best practices, successes, and notable trends to help you, social marketers, do more and do better. Comment on this blog, onÂ TwitterÂ at hashtag#AwarenessSMM,Â on Facebook at Social Media Marketing Best Practices, or LinkedIn at theÂ Social Media Marketing MavensÂ Group.