What Video Content Does For Business

Whether you’re a small company getting ready to take on the world or a major global player, brand awareness and visibility are key ingredients for online success. The numbers validate the hunch we all have about video content: it plays an important role in visibility, brand trust, and in the buyer decision-making process.

Give the people what they want

Video is a growing medium, as is its value for B2Bs and B2Cs. According to a Wyzowl study surveying 613 marketers and consumers, 68 percent of people prefer to learn about a product or service by watching a video than by reading, and 79 percent of people say a video has convinced them to buy a piece of software or app. The same study revealed that the number of businesses using video for promotions has risen from 63 percent in 2017 to 87 percent in 2019.

Video marketers generate views both organically and through promotions, but in both cases, you want to make search engines your friend. Google, for example, displays videos as one of the first content types in Search Engine Results Pages (SERPs). A SERP is a search engine’s response to a query and includes organic search results, paid Google Ads results, Featured Snippets, Knowledge Graphs, and video results.



Video is the preferred content type among consumers. Source: Wyzowl

By leveraging the search engine’s video carousel function, it is possible to bring your video thumbnails to the frontline of organic search results. In doing so, you’re bringing your brand higher visibility and traffic. YouTube also allows users to add custom video thumbnails, so you can promote your brand organically by simply taking time to customize the image.

Take the time to strategize

Every business should be able to pinpoint what differentiates it from its competition and to take advantage of the differentiating factor. This is especially true with video marketing – since videos are consumers’ favorite content type, and consumers are expecting more video content in 2020. A recent Animoto marketing study revealed that video ranked as the favorite type of content across social media.

Marketers know that simply posting videos without a strategy is not a strong move. In order to achieve successful results, marketers must define a consistent video strategy, analyze results, and adjust accordingly. And with 87% of consumers wanting to see more videos from brands (Wyzowl), there has never been a better time to take advantage of the most preferred content type and strategize accordingly.

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10 February 2020
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