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Why video is the future for web content marketing

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The use of video content in digital marketing campaigns is rising and moving fast. The popularity of video reflects user preferences, so it’s hardly surprising that YouTube is now the second largest search engine on the web.

We live in a video age, and once someone sees one they like it can go viral. They say a picture paints a thousand words, and according to Forrester research a video is worth 1.8 million so it’s no wonder that video is becoming one of the most powerful ways to present your business. A recent campaign from Volkswagen, for example, saw a trio of its videos viewed a combined 155 million times. If such numbers seem out of reach for companies without 12-figure revenue streams, they at least demonstrate video's inherent shareability.

Engage viewers, and they will share the video with others. They will spend longer on your website and more time interacting with your brand. For any social media campaign, any SEO exercise, a video is, without doubt, one of the best tools in the kit.

This may seem fine for large international brands with massive marketing budgets but is this possible for smaller businesses? The answer is an unequivocal YES. Production costs have reduced considerably, and it is possible to produce a very professional video for a very affordable price. 

But is video possible for small businesses? Absolutely. Production costs have fallen significantly in recent years and now it is possible to produce effective videos at a fraction of the cost they were even just 10 years ago.

Testimonials are a great way of building trust in your business and videoed ones are even more powerful; produced in the right way a video testimonial will generate significantly more response than a simple written one. Our own video packages start from £166 per month for 4 videos and 12 mini clips.

The other key reasons for using video include:
Improved SEO
According to Comscore, adding a video to your website can increase the chance of a front page Google result by 53 times.

Audience attention
Videos have been proven to demand more user attention than any other medium. And while we’re during what some might call a content-overload for consumers, capturing attention is particularly key.

Higher Engagement
We’ve heard over and over that visual content is the key to great engagement. Video is no exception. So, when you’re considering what types of posts to schedule on social networks in the coming weeks, think video: audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts.

Higher retention rates
65% of viewers watch more than ¾ of a video, which is considerably higher than text-based content. So, if you have a message to get across (and why wouldn’t you if you’re creating content?), video might be the way to go.

Build a longer-term dialogue with customers
Today video is so much easier to produce and upload onto platforms such as YouTube or Vimeo and if you’re a small business trying to build up a relationship with new and existing customers then a series of ‘helpful tips and advice’ video is a great way of engaging with users. This type of content may well be what gives your company the competitive edge when it comes to buying a product or service. 

To find out how you can video more effectively in your digital marketing without employing a Hollywood film crew to produce some magic material contact us at customercare@splatwebworks.co.uk

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