Navigating Video Marketing Today

It is no surprise that the increasing popularity of videos offers opportunities for companies. From communicating brand stories to explaining value propositions, videos help companies engage with prospects and build relationships with customers.

Is video marketing important?

New technologies spun new consumer behavior, and the rise of visual and social media networks leads to multiple options that shorten consumers’ attention span. It is then critical for companies to produce content that not only catches but also retains customer engagement.

According to Brightcove, 45% of consumers consider video more engaging than other forms of content, and 53% report that they engage with a brand after viewing one of their videos on social media. People engage by visiting a brand’s website (20%) and conducting research into the brand (20%).  

Does video marketing work?

Meeting the demand for video content, Adobe found that 51.9% of marketers worldwide rate video as the content with the best ROI. Marketers using video also saw revenue grow 49% faster than those who were not, according to Aberdeen as cited by Content Marketing Institute.

Given its powerful benefits, the use of video in marketing has its challenges. Besides managing the costs of video creation, here are some of the questions marketers have:

  • Do videos drive prospects down the funnel?
  • What kind of videos work?
  • Which channel works best for reaching the target audience with videos?

Discover these answers on my presentation “How we Boosted Conversion Rate 4X with Video Marketing” under Next Case’s International Track slated on November 12, 2019, at 15:00.


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