When Your Audience Doesn’t Want to Read, Choose Video Marketing

Why are many companies choosing video marketing and what benefits does it have over traditional marketing strategies?

To start, watching and sharing videos has become a daily activity for most internet users. Video production is incredibly useful for delivering information and promoting social engagement. In fact, video content has become so popular over the past few years that it’s nearly taken over the internet – accounting for 73% of global internet traffic.

Videos are even overtaking written content: more people today would rather watch a video than read text on a website.

Why Video Marketing?

Why choose video marketing? Given its popularity, it’s really no surprise that video marketing is so effective. There are at least 3 compelling reasons why people choose video content. Videos:

• Grab people’s attentions and keep them on landing pages longer,
• Deliver information quickly in an easy-to-digest format,
• Prompt audiences to like, share, and interact with brands.

In other words, videos drive engagement better than almost any other type of content. However, there are also a lot of barriers to producing and sharing video content, not to mention some skepticism about it. After all, producing it can be expensive and time-consuming, and it’s a relatively new marketing medium.

In the past, these companies have simply used alternate methods of marketing. But as video content continues to dominate the internet, it simply can’t be ignored anymore.

Here are some of the most compelling benefits of video marketing for B2B companies – with the stats to back them up!

Related: Transforming Workplace Training with Digital 3D Video

Video content marketing involves the creation of video material via 3D animation, interactive graphics, VFX, and videography by brands to enhance their visibility online. This content is primarily distributed on platforms like YouTube or various social networks, but it can also include webinars, online courses, live streams, or videos hosted on a company’s own site.

When executed proficiently, video serves as an effective medium for brands to convey their messages, reaching a broad audience in an easily digestible format. It is applicable to both consumer-focused (B2C) and business-to-business (B2B) marketing strategies.

If you’re considering choosing video marketing for your brand and business, before you hire an agency, it’s helpful to be aware of the pros and cons:

Pros of Video Marketing

• It’s estimated that viewers remember 95% of a message when viewed via video, compared to just 10% when read in text form. (Insivia).
• Video content can be easily adapted for use across various platforms.
• Consumers prefer video content from brands they like.
• 87% of video marketers have observed a positive return on investment (Hubspot).
• 81% of marketers believe video marketing has boosted their company’s financial performance (Hubspot).

Cons of Video Marketing

• Producing video content can be costly.
• Creating videos involves significant effort and demands a deep understanding of editing and filming.
• It can be challenging to make videos that remain relevant over time.
• Video/animation production can be time-consuming, often requiring months to complete.
• Videos are less accessible for individuals with hearing or visual impairments.

Now that we’ve discussed all the pros and cons, let’s talk about some compelling reasons/benefits of why your company should choose video marketing.

Why video marketing? One of the key advantages of video content marketing is its increasing accessibility and ease of implementation.

With a wide range of tools and platforms available, companies of all sizes and technical capabilities can launch successful video marketing campaigns. There’s truly an option for every type of business, even those lacking in conventional video production or editing expertise.

Let’s talk about the many benefits to a video marketing strategy:

Utilizing video content is an effective method to assist potential customers in comprehending a product’s benefits. WYZOwl reports that 94 percent of marketers believe video content has enhanced users’ understanding of their products or services.

Consumers are more likely to invest in a product once they grasp its functionality and how it can benefit them. The efficacy of video content in this regard is not surprising, given that its visual nature allows companies to succinctly demonstrate how their products work.

Video marketing can be perfect for products such as cosmetic, agricultural, medical, windows and glass, furniture, and more.

The effectiveness of your video content, in terms of return on investment (ROI), hinges on various factors, including the coherence of your content strategy and the production quality of your videos.

While producing video content may seem costly and labor-intensive, advancements in technology have significantly eased these challenges, allowing for the creation of high-quality videos quickly and on a modest budget.

The versatility of video content allows marketers to adopt a strategy that aligns with their business objectives. Beyond the conventional route of YouTube for video uploads, here are additional avenues to consider:

• Social media platforms. These include Snapchat, Facebook, Instagram, and YouTube, which offer the functionality to post ephemeral stories that vanish after a set period. These formats are advantageous for their cost-effectiveness and direct engagement with your audience. To leverage stories effectively, it’s essential to have or be in the process of cultivating a social media following.
• Webinars/livestreams. The popularity of live video has surged, with major platforms like Facebook, YouTube, and Twitch providing avenues for businesses to broadcast live content. According to Facebook, live videos receive six times more interactions compared to standard videos, highlighting their impact. Webinars offer a dynamic way to engage with prospective clients through direct interaction. They serve as a platform for addressing customer queries about your products or sharing knowledge related to your field, thus positioning your brand as a thought leader. Tools like GoToWebinar or Livestorm facilitate the hosting or automation of webinars. An example includes Act!’s webinar on creating landing pages to enhance lead generation from your website.
• Video messaging. Utilizing video in a personalized, one-on-one manner presents another creative strategy. Marketers can craft and dispatch brief video messages to touch base with customers following their purchases or inquiries, enhancing the overall customer experience.

The most obvious benefit of video marketing is quite simply – that people LOVE watching videos! Whether it’s a YouTube, TikTok, or Instagram video, people of all ages are consuming video content online.

Furthermore, the evolution of technology has not only simplified the video production process for businesses but has also made viewing video content remarkably convenient for audiences. Neglecting video content creation means missing out on one of the most preferred mediums through which people engage with content.

Numerous statistics highlight this trend, showcasing the widespread popularity of videos:

• YouTube: According to the official YouTube blog, people dedicate over a billion hours each day to watching YouTube videos.
• X/Twitter: Twitter has reported that its platform garners 2 billion video views daily, with tweets containing videos receiving ten times more engagement than those without.
• Facebook: Digiday reports that Facebook experiences over 8 billion video views per day, with an interesting note that 85 percent of these videos are watched without sound.

Posting videos on YouTube that align with frequently searched terms can effectively boost your visibility on Google’s first page. This is because Google often prioritizes YouTube videos at the top of its search results for many queries.

For instance, a search for “How to edit videos on iPhone” on Google typically displays three videos beneath the featured snippet and the “People also ask” box but above the standard search results.

Video content doesn’t just convince customers to make purchases. It also conveys valuable info about businesses and products to high-level decision makers in companies.

For B2B companies, reaching high-level employees can be difficult. After all, they’re busy and may not be actively seeking information. But research on the habits of execs shows that a short video may help you reach that goal. According to a Forbes report on C-Suite employees:

• 59% of executives say that they’re more likely to watch a video than read text
• After watching a video, 65% were convinced to visit a vendor’s site
• 54% of executives say they share videos with colleagues on at least a weekly basis. Without video marketing, many B2B companies may never get this type of exposure.

Video content is undoubtedly a powerful marketing tool with its ability to persuade consumers.  For that reason alone, companies have been heavily investing in video marketing.

81% of businesses use video as a marketing tool, with 66% planning to in the future according to HubSpot’s State of Marketing report.

But as with any marketing strategy, the benefits need to outweigh the cost. And video content certainly delivers in that area:

• Nearly 52% of B2B marketers around the world consider video content to have the best ROI.
• Marketers using video tend to see revenue growth 49% faster than others
• Videos can increase conversions on landing pages by up to 80%.
• 97% of marketers say videos help improve understanding of their product/service.

Why do videos have such a dramatic impact on conversion rates? Because videos keep people on your landing pages longer.

According to video content research by Wistia, people spend about 2.6x longer on pages with video than on those without.

The more time spent on your website, the more impact your brand’s messaging can have and the longer people will engage with your products and services.

Companies want their audience to remember them, that’s why they invest in marketing right?

Well, opting to include video content in your marketing could help you reach that goal faster. Take a look at these video marketing stats collected over the past three years:

• Videos posted on social channels generate up to 1200% more shares than text and images combined.
• On average, people watch 1.5 hours of video content each day, with 15% reporting more than 3 hours.
• 80% of people can clearly recall a video ad they saw in the past 30 days.

Video content offers everything companies want: increased traffic and social sharing, higher brand retention, and message stickiness.

B2B companies can capitalize on this even further, launching video marketing campaigns to show off products before they’ve been released or even fabricated.

The accessibility of 3D rendering lets companies market products in the perfect light or setting, even without a physical product. If you have just seconds to get an idea across to your audience, doing it with a video is the best option.

Related: How to Create 3D Product Animation Videos for Your Brand

With more companies investing in video marketing, competition is getting fierce. But for a lot of companies, creating and sharing video content can be challenging. They need to spend time and money on resources, staff, and photo or video shoots. Not to mention, that content needs to be unique and creative to set your business apart.

So, what can you do to rise above competitors with bigger budgets?

You can partner with an experienced 3D animation company who knows how to produce beautiful and captivating marketing assets.

Not only will you avoid expensive shoots by opting for photorealistic 3D renders of your products, but you will also be investing in long-term assets that can quickly be updated as trends or styles change.

You can use 3D renderings in some incredible ways, like creating interactive product configurations, VR environments, and for broadcast spots. Working with a 3D partner means you can rise above competitors instead of struggling to keep up.

In conclusion, there are many reasons to choose video marketing for your marketing strategies. Let the team at FUSE Animation work with you to fit animation, VFX, or interactive graphics into your next marketing project!

Maybe you already have video content, and you’re looking to push your project to the next level. Our work brings added value to those existing videos. If you don’t currently have video content, we can help you create it.

Deliver a fantastic brand video to drive traffic and engagement, create unique content people can’t wait to share or use videos to drive home a strong message about your products or services. The right 3D partner can help you capitalize on the growing trend of video marketing and leave a lasting impression on your audience.

Ready to choose video marketing for your next campaign? Contact our commercial animation studio today!