The importance of video in your digital marketing strategy
2 October 2023
In 2021, video accounted for more than 82% of global web traffic, with YouTube having over 2 billion regular users. For businesses, this channel is essential for capturing audience attention. However, to achieve an optimal return on investment (ROI), a well-adapted strategy is required. Discover why you should include video content in your digital marketing strategy.
High appeal and strong user engagement with video content
There is no denying that videos capture and retain users’ attention far better than any other type of content. By combining visual, audio, and narrative elements, video conveys information in an engaging and memorable way. Users are more likely to watch a video all the way through than to read a long article. This significantly increases engagement and the amount of time spent interacting with your content.
Good to know
According to a 2022 study by We Are Social / Hootsuite, YouTube is the most popular social media platform in Belgium, with 9.52 million users reachable by advertisers, representing 81.7% of the population.
Videos are more effective for showcasing products, telling stories, or demonstrating solutions
Video is a powerful medium for presenting your products or services in a compelling way. It allows you to show what you offer in action, highlight its unique features, and visually demonstrate its benefits. In addition, videos enable you to tell engaging stories that evoke emotions, thereby strengthening the connection with your brand.
However, be careful: it is not enough to create high-quality videos—you must also optimize them so they reach your target audience. On sharing platforms like YouTube, think about catchy titles, relevant descriptions, and appropriate keywords to improve video visibility. For search engines, make sure to transcribe your video content to facilitate indexing.
Towards a higher ROI
Online video advertising often suffers from the misconception that it is merely an extension of traditional TV advertising, mainly focused on brand awareness. This belief stems from the massive budgets allocated by large brands to television commercials. However, this assumption is incorrect. Online video networks have evolved significantly, offering optimized advertising environments designed to achieve conversion goals. YouTube, for example, now offers formats such as TrueView for Action, which directly measure ROI.
Moreover, advances in personalization technologies, attribution tools, and call-to-action options now make it possible to clearly demonstrate the tangible ROI of video advertising and specific conversion objectives.
Measurable effectiveness
Video also has the advantage of being highly measurable. Metrics such as view rate, engagement rate, and conversion rate provide valuable insights into the impact of your videos. You can use this data to improve future videos and refine your marketing strategy.
Conclusion
In conclusion, integrating video into your digital marketing strategy is more important than ever. Don’t miss the opportunity to harness the power of video in your digital marketing efforts. Contact the web agency Hello7 today to benefit from an optimized and targeted video strategy that will help you achieve your conversion goals and maximize your ROI.