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Why Video is Popular Content to Share and What You Can Learn From It

Posted by Steve Day

cloud-709107_640If you’re on the fence about whether to invest in explainer videos as part of your marketing strategy, the data can be simultaneously useful and confusing. Crunching the numbers and attempting to make sense of them to establish ROI is a lesson in futility; still, you can’t ignore word on the street that video is outrageously popular when it comes to sharing. So instead of studying metrics and spreadsheets that support the value of explainer video, have a look at the cold hard facts.


Explainer videos go the distance: Video content marketing has an enormous impact on traffic to your website, which is just one of many measurements of success. However, video draws double and triple the number of monthly visitors to your site – and increases the amount of time they spend there. You’ll also see a huge increase in organic traffic from Google and other search engines if you include explainer videos on your website.

Video content will continue to explode: The video trend isn’t going away, as online video viewing is expected to reach 1.5 billion by 2016. That’s double the figure reported in 2013. While it’s great that you have more potential customers than you know what to do with, it also creates a new challenge – competing for their time with the other countless marketing messages they receive daily. Create an excellent, relevant explainer video on topics they care about, and your target audience will follow.

Including video turns your landing page into a conversion machine: When comparing a landing page with an explainer video to one without, the former category delivers 800% more sales conversions. It’s hard to create a method with words alone that can drive the same kind of numbers, so you’re better off creating a video than spending time and money on text-based content.

Videos stick with your prospects: If you’re operating on a limited marketing budget, as many are, you should be aware that you get more bang for your buck with explainer video content. It’s estimated that viewers who watched one minute of video consumed the equivalent of 1.8 million words during that time. Try to write that number in blog posts and see how far you get.

The sharing potential is staggering: Studies have shown that Internet users share videos up to 1200% more often when compared to links and text content. True, many of these videos involve cute kittens and adults acting silly, but there’s no denying the opportunity. You just need to create explainer videos your target audience will want to share.

Google loves a good explainer video: Publishing an outstanding video is a great accomplishment, but you need people to find it if you want to cash in on sales and branding opportunities. Featuring a great explainer video on your landing pages ensures that you’ll be rewarded by Google, as you’re 53% more likely to show up on page one of the search engine results.

It’s said that numbers don’t lie, so data is probably the best proof that explainer video is both popular and effective. Video is one of the most shared content formats, and you don’t need to be an actuarial guru to realize it. What you can do is make sure your explainer video inspires your target audience to spread the word, which earns you exponential reach.

 

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