Why “Video Ads” and “Video Marketing” Aren’t The Same Thing
By this point, our blogs probably have you quoting statistics about video marketing in your sleep. Study after study keeps showing how videos can increase webpage traffic; how one in four consumers will lose interest outright if a business does not have video content; or how even 59% company executives would prefer video over text.
However, there is one big misconception about video marketing. Is it used to connect with prospects? Absolutely. 63% surveyed consumers stated that companies using video content “know how to reach their customers.” But is video marketing the same as advertising? Actually… no. The two may look the same on paper, but they’re not identical when you look at the end results.
People Prefer Content with Value Over Ads
Ads have a single pitch for customers to heed or ignore. Some viewers may be interested, but others could promptly tune out once they feel they are being given a “hard sell.” Video content seeks to avoid this trap by offering value. A subtle call-to-action relaying an offer or unique selling point can still be used, but the majority of the content intends to entertain, inform, enlighten, or generate some sort of emotional response. The videos aren’t always produced to close a sale; they’re made to forge lasting connections and spark relationships with customers.
And unlike ads, the goals of video marketing come directly from the people. By engaging consistently with content on social media and popular websites, consumers have demonstrated clearly where their interests lie. Content marketing therefore co-opts these interests in order to serve the audience best. Rather than someone seeing an ad for a golf course near them, for instance, they can watch a well-shot and produced video about how to get their ball out of a bunker. The latter type of content offers obvious value, generates a sense of trust, and can attract interest. Once the viewer has completed the video, they may choose to watch more content, or they may even visit the uploader’s website to learn more about them.
In this way, video marketing can fit naturally within the online journey of most consumers. The type of content created will always be dictated by the natural needs of the audience and respond to these needs. As a brand learns more about what type of content their audience wants, they can even become a preferred publisher on par with any entertainment blog or channel.
Even When Used in Ads, Video Content Reigns Supreme
The rise of online video provides a unique example of where audiences actually request a specific type of marketing. Forbes’ research shows that 56% of consumers think that companies should have video content on their website. 84% of consumers also professed that they liked a company video that appeared in their social media news feeds.
In other words, the hunger for video is so high that even marketers must satisfy it. When consumers have a purchase motive, marketing videos can provide the exact type of product demonstrations or service explanations they crave. Real live testimonials can also instill trust and make their buying decision that much easier. Going back to the golf course example: footage of rolling green fairways and happy members can convince in ways that text or images cannot.
So employ video marketing in any or all of its myriad forms to get real results. After all, research shows that using video marketing can help your revenue stream grow 49% faster.
Take a look at Optimum’s video content marketing services to get started delivering on your audience’s high expectations today.