Using video on websites demands high priority and is therefore an important marketing tool. Consider that YouTube is now the second largest search engine on the web!

We are witnessing a huge surge in the popularity of video as a content marketing tool. From time-lapse, 360-degree videos to interactive 3D environments. Marketers are responding to audiences’ shorter attention spans by making content more visual.

As broadband and mobile technology roll out faster connection speeds, more people are able to watch larger, traffic crunching content. Historically, web developers have tried to avoid heavier content which might slow down the user experience thereby creating more ‘click-aways’. Nobody likes watching that spinning icon for long. Video compression, processing and streaming have also come a long way in delivering moving content, at increased speeds, without degrading quality.

Using video is growing online and may dominate your audience’s activity.

Each week more than 75% of people watch videos online, and 55% watch online daily, including on mobile phones.
The marketing process uses video as a lead generation tool. And also as a method of building awareness and as a content tool to build upon a lead base. Marketing was one of the first business departments to adopt video as a regular medium. Brands have been using video to market their products long before YouTube was popular.

Using video marketing is frequently an afterthought, its value demands a high priority in planning your content marketing.

Trust is the foundation of conversions and sales, so building trust should be a goal on its own. The whole concept of content marketing is based on trust and creating long-term relationships. Hence, stop selling and let the people come to you by providing them with interesting and useful information.

Videos allow you to increase the time visitors spend on your site. Longer exposure builds trust and signals search engines that your website has good content. You’re more likely show up first on Google if you’re using video embedded on your website, especially if it’s from YouTube which Google own. There has been a significant increase on how much videos affect your search engine (SEO) rank.

If you’re not already using a video marketing strategy for your website and social media take note. You are perhaps missing a tremendous opportunity to reach and engage with your audience.