As business owners, the decision to invest in new marketing strategies can feel daunting. Video production often gets labeled as expensive, leading some to shy away from it. However, the truth is, when used strategically, video content pays for itself in the long run. Let’s break down why video is not only a wise investment but also an essential tool to grow your business, drive awareness, and generate more leads.
1. An Investment That Pays Off Long-Term
Yes, video content might seem like a large upfront investment. But here’s the beauty: video’s ability to engage users far surpasses static images or text-based content. Higher engagement rates mean your cost per engagement (CPE) actually decreases over time. This makes video one of the most efficient forms of marketing.
Platforms like Meta (Facebook and Instagram) are designed to favor video content. Algorithms reward higher engagement by extending your organic reach, so videos are naturally more likely to be seen by a larger audience compared to static posts or carousels. This means you get more views, clicks, and interactions for every dollar spent.
2. Consumers Love Video—And They’re Watching More of It Than Ever
Video content is a powerful tool for engaging audiences and driving meaningful connections with potential customers. In a recent HubSpot study, they found that 54% of consumers want to more video content from brands they support. Why is that? Likely because one-third of all online activity is spent watching video, highlighting its dominance in the digital landscape.
The numbers further reinforce the importance of video in online engagement. More than 100 million Internet users watch video content every day, and over 1 billion hours of video are consumed daily on YouTube alone. In total, more than 92% of global Internet users watch videos online every week, with people averaging 17 hours of video content consumption per week. With over 244 million video viewers in the U.S. and a massive audience reach of 92.3% worldwide, video content has become a cornerstone of online behavior.
Simply put, if your business isn’t leveraging video, you’re missing out on the opportunity to meet your audience where they’re already spending their time.
3. Boost Your SEO with Video
Did you know that sharing videos can improve your SEO performance? Google prioritizes brands that utilize video content, especially on platforms like YouTube and Google Business Profile. Videos appear in 62% of Google searches, making them a powerful asset for discoverability.
Here’s how video helps your SEO:
- Improved ranking: Videos encourage users to spend more time on your page, reducing bounce rates—an important factor in SEO rankings.
- Google Business Profile: Google favors businesses that share engaging content, and videos can significantly enhance the visibility of your profile in local search results.
- YouTube: As the second-largest search engine, optimizing and sharing content on YouTube helps boost your visibility on both YouTube and Google.
4. Why Video Ads Outperform Static Ads
Video ads consistently outperform static ads, driving higher conversion rates on platforms like Facebook, Google, and Instagram. This is because video ads convey more information in a shorter time, capture attention more effectively, and foster deeper emotional connections with viewers. The takeaway is clear: video engages audiences more powerfully, resulting in stronger conversions. On Facebook, video ads generate 20-30% higher engagement rates than static image ads.
Want consumer to remember your brand or your message? Use video. Users retain up to 95% of the information presented in a video, which is a striking contrast to the mere 10% retention rate when consuming information through text-based content. This makes video an incredibly effective medium for communication, ensuring that your message sticks with your audience long after they’ve seen it.
Facebook video ads generate 20-30% higher engagement rates than static image ads (Facebook, 2023)
Users typically retain 95% of the info presented in a video, but they only retain 10% when they read it in text-based content. (Source: https://invideo.io/blog/video-marketing-statistics/)
5. How Video Enhances Your Search and Digital Advertising Campaign
Video is a powerful tool that can significantly enhance digital marketing campaigns, improve search results, and drive key metrics for sales. Beyond social media, video plays a crucial role in search and display advertising. Integrating video ads into campaigns can boost click-through rates (CTR) and engagement, with video ads on the Google Display Network generating more than four times the CTR of display-only ads. This demonstrates that video not only attracts attention but also encourages action from potential customers.
The impact of video extends to website performance as well. In fact, 86% of marketers report that video content drives more website traffic, while 82% say it helps keep visitors on their sites longer. Users stay on pages with video content almost three times longer than on pages without it. This increased engagement not only improves user experience but also contributes to better SEO rankings. Marketers also see substantial ROI from video marketing, with 90% reporting an increase in return on investment and 87% noting that video has generated more leads and sales. Businesses that incorporate video into their marketing strategies grow their revenue 49% faster than those that don’t.
The power of video extends to conversion rates as well—companies using video experience conversion rates that are 34% higher, and on e-commerce sites, video can increase conversions by as much as 80%. Adding a video to a landing page can similarly increase its conversion rate by 80%, making video an indispensable tool for driving sales and improving overall business performance.
6. Why Major Platforms Prioritize Video
Platforms like Facebook, Google, and Instagram have made it clear: video is the future of content marketing. These platforms prioritize video in their algorithms because it keeps users engaged longer. Facebook, for example, ranks video content higher in user feeds, ensuring that businesses leveraging video get more visibility and reach. Google’s algorithm also favors pages with rich media, including videos, contributing to higher search rankings.
In Conclusion
In conclusion, while the initial investment in video production may seem daunting, the long-term benefits it provides far outweigh the costs. From driving more website traffic and improving engagement to boosting SEO and enhancing conversion rates, video is a powerful tool that can transform your digital marketing strategy.
As consumers increasingly turn to video for information and entertainment, businesses that embrace video content are better positioned to capture attention, build brand loyalty, and generate sales. Whether through social media, digital ads, or organic search, video has proven to be a key driver of growth, offering higher engagement, improved ROI, and faster revenue growth.
If you’re looking to stay competitive and effectively reach your audience, investing in video marketing is not just a choice—it’s essential for success in today’s digital landscape. Ready to add some video to your marketing? Let’s chat!