As usual, the year starts hundreds of blogs about upcoming trends. If you’ve read any content marketing or customer experience blogs, you’ll know that video is set to dominate the digital landscape for the next year.

So, is it worth all of the praise it’s been getting? The short answer is hell yes! In fact, we’ve just released some of our very own videos. Click here to check them out.

Even though we’re trendsetters and using video is cool now that we’re doing it, I thought I’d include some more concrete reasons you should use video in your content marketing.

Video Marketing: Your new best friend

1. Video increases conversions and sales

Probably the most important reason to use video in your content strategy is that it can make you money, and lots of it. And this isn’t some vague platitude, there are some stats to back it up:

  • Including video in a landing page can increase conversion by 80% (EyeView).
  • Using the word ‘video’ in an email subject line boosts the open rates by 19% (Syndacast).
  • Almost 50% of Internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle).
  • Online shoppers who view demo videos are 1.81 times more likely to purchase than non-viewers (DMB Adobe).
  • 4 times as many customer would rather watch a video about a product than read about it (Animoto).
  • Marketers who use video grow revenue 49% faster than non-video users (VidYard).

2. Video builds trust

You won’t be surprised to hear that consumers are naturally suspicious of new brands – and with good reason. They’ve probably been burned before by products that simply don’t live up to their expectations.

Video is an excellent way to build up some trust and remove the barriers preventing consumers from choosing your product. Not only can you explain the benefits of your product to your customers, but you can show them how well it works!

To nurture an even greater sense of trust, give your most passionate employee some screen time. You’ll be amazed at how well their passion translates to video and reassures your customers.

3. Video can boost your search engine rankings

Google and other search engines use advanced algorithms to decide which websites are useful to Internet users. One aspect that gets used is how long users stay on your website. A compelling video will keep people on your website for longer, which shows search engines that people find your website useful. To drive the point home, consider this statistic from Moovly: websites with an embedded video are more than 53 times more likely show up on Google’s first page of results.

4. Video can educate your audience

The number one rule of writing a compelling story is show, don’t tell. Instead of telling your customers what you want them to know, use a video to help them experience your product or service through action, words, thoughts, senses and feelings.

A fun little statistic is that people who watch a video retain 95% of a message compared to 10% when they read it in text. That’s a massive difference that can’t be ignored.

If your product or service is particularly complicated, an animated video is far more effective than the written word.

5. Video engages even the most lazy customers

As much as I want to think the best of people, I have to admit that people are lazy – especially online. A paragraph of text (even a very well-written paragraph of text) looks much more daunting than a 30-second video.

It may feel like you’re spoon feeding your customers but even lazy customers have money to spend with you.

While South Africa may be behind other countries in terms of Internet technology, we’re catching up fast. Soon everyone will be scrambling to incorporate video into their content marketing and customer experience strategies. Click here to elevate your marketing with video.