The Benefits of Video Marketing for Business


Did you know that a huge majority of marketers (87%) used video marketing for business as a strategy to grow their brands in 2018, according to HubSpot?

There’s a reason for that, too. Your customers love video, it can boost your conversion rates, and can help you get more visibility on social media and in Google’s search results.

In this post, we’ll dig into everything about video marketing for business. We’ll start with a deeper look at the benefits (with plenty of hard data). Then, we’ll share some actionable tips for the best ways to get started with video marketing for business.

Five Big Benefits of Video Marketing for Business

Before we cover how to get started with video marketing for business, let’s start off with some of the benefits so you have some motivation to put those tips into practice.

1. Happier Customers (Your Customers Want to Engage With Video)

Let’s start with a simple fact that helps explain all the other benefits of video marketing for business:

Your customers want videos.

Not only do they want videos, but they also prefer videos to text and images more often than not.

Here’s what the data says:

In a survey from Wyzowl, 68% of consumers said they’d most prefer to learn about a new product or service by watching a short video. The next highest preference was text articles, with just 15% of respondents choosing that option.

Furthermore, Hubspot asked consumers what kind of content they’d prefer to see from brands. The number one answer? Videos, with 54% of respondents indicating they prefer video from brands.

And overall, Hubspot found that 87% of consumers said they want to see more video from brands in 2019.

Finally, it’s important to note that this preference for video doesn’t just apply to consumers. In Forbes Insights’ Video in the C-Suite analysis, Forbes found that video is also a great way to connect with executives:

  • 75% of surveyed executives said they watch “work-related videos” at least weekly
  • 59% said that, if video and text were both available on a page, they’d prefer to watch video

So no matter who you’re targeting, your customers want video, and giving them what they want is going to make them happy, which explains why Wistia found that people spent 2.6x longer on pages with video than pages without:

2. Higher Conversion Rates

With consumers’ preference for video, it’s no surprise that video marketing can also have a positive effect on your conversion rates.

For example, in a single case study, Unbounce found that embedding a video in their landing page led to a 69% increase in conversion rate.

Furthermore, data from video marketers in that same Wyzowl survey found all kinds of benefits like:

  • 94% of video marketer respondents said video has helped increase user understanding of their product or service.
  • 81% of marketers said video has helped them generate leads.

When you’re helping people learn more about your product or service in the medium they prefer, your conversion rates are going to see a positive effect.

3. More Visibility on Social Media

In a river of text and image content on social media, video stands out.

Pretty much every social network these days has its own native video player that puts a special emphasis on video, and might even start autoplaying (with the volume on mute, of course).

What’s more, people on social media like being able to engage with videos.

According to Animoto’s 2018 State of Social Video: Consumer Trends report, 45% of survey respondents, a large plurality, said that video is their favorite type of branded content on social media. The next highest preference was images, at just 22%.

As you’d expect from those numbers, video content also gets shared more often. For example, on LinkedIn, video content is 20x more likely to be shared than other content formats.

4. More Visibility in Google, Too!

Video marketing for business is also a great way to improve your search engine optimization efforts. Google gives video content special emphasis in its search results, with both a dedicated search tab for videos, as well as its large, visual video carousel:

And while it’s hard to draw a causal relationship, Moz found that pages with video had almost triple the number of inbound links compared to pages with just text.

5. A Great Return on Investment

All the other benefits of video marketing for business only matter if they’re still able to generate a positive return on investment.

That is, while the benefits above are attractive by themselves, they still need to provide more benefit than what it costs to run your video marketing efforts.

So – does video marketing offer a good return on investment (ROI)?

It sure does – 83% of video marketers in Wyzowl’s survey said that video marketing gives them a good ROI, and Animoto’s 2018 State of Social Video: Marketer Trends report found that 88% of marketers are “satisfied” with the ROI of video marketing on social media.

How to Get Started With Video Marketing for Business

Ok, so you’re convinced that video marketing for business is a smart investment. But…how do you get started? Do you need a high production budget? What type of videos should you produce? Should you pre-produce videos or connect via live video?

Here are your answers…

Go Live for More Engagement (and Easier Production)

When it comes to video marketing, there’s a reason live streaming platforms like Twitch have exploded in popularity over the past few years.

Quite simply, live video engages people.

From August 2016 to June 2017, live videos went from 1.09% of all Facebook videos to 4.40% of all Facebook videos according to Gartner L2. What’s more, Gartner L2 also found that live videos had about a 25% higher engagement rate than non-live videos and a survey from Livestream found that 80% of respondents would rather watch live video from a brand than read a blog post.

Live videos don’t have to be some high-production affair shot in a studio, either. With a little focus on lighting and sound, you can create an engaging live video from a smartphone or webcam.

For example, BuzzFeed successfully collected 800,000 live viewers using just a smartphone on a tripod (plus a single watermelon and a ton of rubber bands):

How to Get Started With Live Streaming

While Facebook and YouTube make it easy to create a livestream, the downside is that you lose control over your content. Instead, you can use Hapity to live stream on your own website and then simultaneously share that livestream on Facebook, Twitter, or other networks.

That way, you can still reach people on social media, while also maintaining control of your content and driving people to your website.

To use Hapity, you’ll get started by registering for a free account. Then, you can connect Hapity to your website using a simple plugin. Hapity supports:

  • WordPress
  • Drupal
  • Joomla

Making the connection doesn’t require any technical knowledge. All you do is take one value from your Hapity account…

And then paste it into the plugin on your site (here’s what it looks like on WordPress):

From there, you can start a livestream using your computer’s webcam right from the Hapity website:

Or, you can use Hapity’s apps for iOS or Android to live stream from your phone!

Either way, your livestream will automatically begin on your website, where visitors can follow along. You can also click a button to share the URL on Facebook, Twitter, and other social networks.

And once you’re finished streaming, visitors can watch a replay at any time in the future.

Not Sure What to Cover? Use One of These 6 Video Topics to Start

Next, let’s talk about the content of your videos. When it comes to video marketing for business, there are a lot of different ways that you can approach things.

Here are some simple ideas for the types of video content you can create:

  • Product demo videos – show people how your product/service works. Remember, 68% of consumers prefer learning about products via a short video.
  • Explainer videos – a well-produced explainer video can help people understand your products’ core benefits.
  • Case studies/testimonials videos – video testimonials offer an engaging way to demonstrate social proof.
  • How-to videos – show people how to do something “better” or how to use your product.
  • Behind-the-scenes videos – these can help people connect with your business as a brand, and are also another great opportunity for simple livestreams.
  • Webinar videos – you can use livestreaming to host a public webinar and then make the video replay accessible for people later on.

Aim for Shorter Rather than Longer (When Applicable)

This is definitely not a hard rule, and longer videos have their place (especially for webinars and livestreams). However, as a general rule, you want to keep your videos short, especially when you’re sharing them on social media.

HubSpot analyzed the optimal length for videos on various social platforms and found the following results:

  • Instagram – 30 seconds
  • Twitter – 45 seconds
  • Facebook – one minute
  • YouTube – two minutes

Promote Your Videos on All of Your Channels

No matter whether you’re using Hapity for livestreaming, YouTube for pre-produced videos, or any other video platform, don’t limit your promotion efforts to a single channel.

Instead, use all your available channels to cross-promote. You can:

  • Share your video on social media. Try to write a unique post for each network.
  • Repurpose your video into a blog post. This gives you a chance to rank the blog post in Google and get that attention-grabbing video thumbnail.
  • Include your video in an email blast. In fact, GetResponse found that “emails with video still generate the highest engagement rates”

Final Thoughts on Video Marketing for Business

In the end, the numbers are pretty clear:

Video marketing for business is an important part of your marketing strategy because:

  1. Your customers want it. Whether you’re B2C or B2B, most people prefer engaging with video content.
  2. Video can increase your conversion rates and help people better understand your offerings.
  3. Video does great on social networks and often gets shared significantly more than other types of content.
  4. Google places special emphasis on video, which gives you new ways to get your content onto the first page of Google.
  5. Video marketing for business offers a great ROI

Getting started with video marketing for business doesn’t require a huge budget and production team, either. Using just a smartphone or a webcam (and a little focus on lighting), you can start connecting with your customers via engaging livestreams with Hapity. Beyond that, you can also consider other types of videos, including product demos, how-to videos, and more.

Break out your camera, put on your best Hollywood impression, and start recording something today!

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