Public Relations & Social Marketing Insight

2017 is the year of video marketing. According to HighQ & Digital Information World, online video will account for 74% of all web traffic. 500 million people are watching Facebook videos every day. If your lack of video creation skills has been holding you back, it’s time to take a leap of faith.

I asked Ali Mirza, a Digital Marketing Strategist and a Growth Hacker, to list affordable and usable tools for video storytelling. According to Ali, for your business to gain the visibility and success it deserves, you need to master these five video tools. With these tools, you can create compelling stories without being on the camera....

YouTube is using Ad Week Europe to underline the change in consumers’ media consumption patterns with a study claiming that online video ad units deliver up to 50 per cent more return on investment (ROI) when compared with TV.

To add credibility to its claims that online video adds a higher ROI than TV, the online video sharing service has paired with Dentsu Aegis Network-owned consultancy Data2Decisions to apply Market Mix Modelling and Ecosystem Modelling techniques of analyse the sales impact of YouTube, as well as identifying the optimal level of spend through budget optimisation simulations.

The analytics firm concluded that brands should invest more of their media budgets on YouTube. Specific points in the study included:

1.    At current budgets, online video delivers 50 per cent higher ROI than TV advertising - this also holds true for YouTube
2.    In the studies completed so far, the YouTube investment should be increased by between two and six times
3.    In the optimised media budgets, between five per cent and 25 per cent of the total  AV budget should be invested in YouTube...

Videos can attract more attention than regular text content can. And since people can’t really skim videos, most will watch the entire thing if it’s interesting.

The biggest benefit of using video is that it typically raises your conversion rate. A video on your landing page will increase your sales, while videos on your blog posts will improve your email opt-in rate.

You should think about incorporating video into all steps of your sales funnel. 

To truly appreciate the power of quality marketing videos, let’s look at a few case studies.