7 Key Benefits of Marketing Video
By Nicolas Pagniez
What are the advantages of video product presentations? Below is a list of 7 good reasons for adopting this best practice in your marketing and business strategies.
- But first: why using video marketing?
- What can be the different forms of marketing video for inbound marketing?
- 1. A better understanding of the offering or service
- 2. The power of illustration: the product from every angle
- 3. Adding value to your company
- 4. The ubiquitous presentation medium
- 5. Highlighting the ultimate benefits for the customer
- 6. Product videos boost engagement
- 7. Product videos increase conversion rates and generates leads on the web
What are the advantages of video product presentations? Below is a list of 7 good reasons for adopting this best practice in your webmarketing and business strategies and other communication purposes.
What are the advantages and importance of video product presentations? Below is our guide, a list of 7 good reasons for adopting this best practice in your marketing and business strategies, to inspire you in your video marketing.
But first: why using video marketing?
Nowadays, video has become a standard format almost essential for being able to exist and being noticed on the Internet, and especially on social media such as Instagram, Facebook, Tiktok or Youtube. Beyond visibility, videos with a good script allow you to multiply by 5 times the memorisation rate of your branded content. No matter what the message (product launch, communication video, event, social media animation, video storytelling …) and your target (internal or external), marketing video adapts perfectly to all needs. Afterwards, these videos can be part of your blog articles (for an efficient content strategy).
What can be the different forms of marketing video for inbound marketing?
With a good design, the event video reaches a very wide audience and meets several goals: create a teaser of an event to record registrations, produce live videos and bring the event back to life thanks to a retrospective of it. Your brand will have more awareness from your viewers and it will have a good impact on your brand image.
Video in a social media strategy increases by 10 times the engagement rate of the audience compared to any other type of post. The uses of “”social video” at a low cost (and sometimes for free) are multiplying at all levels: video tutorials or customer testimonials on YouTube, live videos on Periscope to cover a news or a corporate event.
The launch of a new product is a major event in a company. To make this event a success, the choice of communications media is essential. 92% of video views on social networks are shared. What better tool in the digital world to promote on the market your newest products?
Want to tell people about it and reach new prospects? A promotional video is the perfect way to make an impression and highlight your content in a fun and interesting way.
To give more credibility to your concepts/products, it is important to have your best customers provide testimonials. Warmer and more relatable than plain text, testimonial videos are the support that conveys more authenticity.
1. A better understanding of the offering or service
97% of marketing professionals say that video content provides a better understanding of their product for the end user (HubSpot, the state of marketing video 2017).
Video content also provides reassurance; 50% of customers say they’re less inclined to return a product if they watch a video demonstration of the product (Source: ReelSEO).
2. The power of illustration: the product from every angle
You can use several shots, animated effects and sequences in your product presentation so that consumers can view the product from every angle. You can incorporate mockups, 360° photos or shots from different viewpoints. It’s a way to reproduce the in-store experience without the consumer having to actually go there.
Video content is also a first way to take in a product. It can provide lots of promotional information, allowing your prospects to make a decision, to save time researching the product (less time consuming, less effort, etc.). It improves your prospect’s visitor experience and product perception (and brand perception in the meantime).
Learn more: create your own product presentation video!
3. Adding value to your company
The impact of the video content lies in the storytelling around the product. Contextualising the product by attaching a story to it can engage your customers emotionally and create empathy.
Buying behaviour specialists agree that “the act of buying is triggered primarily by emotion and not by information” (in Comportement du consommateur – Nouvelles tendances et perspectives, Broché).
4. The ubiquitous presentation medium
Video content is a medium that can be viewed everywhere. Its mobile consumption has been growing exponentially for several years now. One sign of this is that 85% of videos on Facebook are viewed without sound, especially in public places. It’s also the most popular medium. According to Wyzowl, 68% of consumers prefer a product presentation video to any other type of medium (text, infographics, instructions, brochures, images, etc.).
5. Highlighting the ultimate benefits for the customer
One of the biggest advantages of video content is that it is featuring the product in real conditions. It allows you to explain all or part of the features to improve the consumer’s understanding of the product. In this format, the goal of these product explanations is to link the product’s functions to its benefits for customers, using visuals to show how it can effectively meet their needs.
6. Product videos boost engagement
In addition to your video and detailed presentation, your product page must allow visitors to add comments. Like for a post on social media. Besides the additional engagement this will create around the product, you can also use this feedback to improve your product video or highlight the positive comments. Also remember that your audience’s engagement rate is 10 times higher with video than with traditional posts. This type of video also makes it possible to reach new audiences depending on the social platform used.
7. Product videos increase conversion rates and generates leads on the web
After viewing a video, 68% (according to Google) or even 73% (according to ReelSEO) of users are more likely to buy a product online. Product videos viewed at the end of the buying process help your prospects with their decision making. A/B testing has also demonstrated the benefits of video presentations. When posted with an order form, video can increase conversion rates by 57% compared to a page with no video (Source: Teester).
The best practice is to include a call-to-action in the middle and at the end of your video. Remember if your video is longer than 2 minutes, only 50% of your audiences will watch the video till the end.
It’s especially important to note that 81% of marketing professionals say that video has a direct impact on sales growth (HubSpot, The state of video marketing 2017).
Here is an example of a video presentation, made with Pitchy:
Interested? Want to make an oiginal marketing video, such as a quiz? A launch for a new service or app? Ask for a demo of the Pitchy solution: you will discover various templates for various usecases with our video maker 😉
- Complete demo
- Examples of customer video creations
- Offers and prices