If a company doesn’t use video marketing and strategy, they are only limiting themselves and their outreach. After all, video is more likely to attract attention, be shared, and go viral. YouTube advertising has become one of the most popular sources of outreach in terms of accessibility and consumer traffic. Forbes has reported that “over 89 million people in the United States alone are going to watch 1.2 billion online videos today — a number that continues to grow”. With numbers as high as these, video advertising ensures reaching a larger audience. Video also relieves potential customers and clients of doing the work- people are more likely to sit back watch a video than read an article. Visuals are processed 60,000 times faster than text- no wonder Single Grain has proven that engagement rates are, unsurprisingly so, significantly higher with video marketing than print marketing. Because video advertising is 600% more effective than print and mail combined, 60% of consumers will watch a provided video before reading any provided text…“none of this is really surprising when you take into account that one minute of video is worth 1.8 million words”.
A prime example of how video marketing and production can advance a company is by looking at BuzzFeed (you know, that website we go on when we’re supposed to be doing something else). The company started a video division back in 2012 and quickly became one of the fastest-growing video publishers. BuzzFeed videos “regularly rack up hundreds of thousands of views on YouTube…the last 10 videos BuzzFeed created have view counts between 221,000 and 1 million on [their] primary YouTube channel.” Through uploading videos on YouTube, featuring advertisements prior to these videos, and working with sponsor companies such as Gillette, Ocean Spray, and Ford, BuzzFeed has been able to create a platform that would have otherwise been challenging and potentially unreachable.
If a company cares to grow their following, strengthen their credibility, and gain consumer and client interest, video marketing, production, and advertisement is without a doubt the way to go. There is now the ability to reach people all over the world, why not take advantage of it?
Written by Caterina Januzzi, Marketing Intern.