The Tribune

Some marketing executives are caught in the conundrum of trying to decide whether to embark on a video advertising campaign or wondering why they are not already doing it.

High-quality visual content in your social media marketing efforts can generate more likes, shares and comments than a simple text.

Simply put, if your business is not using video as part of your marketing strategy you will be left behind. Here is why:

Your customers are watching videos from rival companies

The statistics prove that your target audience is watching video. Some 92% of B2B (business-to-business) prospects consume online video. Around four billion videos are watched on YouTube every day, while about one-third of shoppers will purchase a product after viewing a video advertisement.

Video ads convert sales

The biggest names in online marketplaces report that adding a video ad to a product description increases the chances of a shopper buying that item by up to 35 percent.

People share video

An engaging visual content is more likely to go viral, meaning that people will share it further with their friends, family and other members of their online community.

Educational

Because they incorporate audio and visual elements that appeal to multiple senses, video ads perform just as well as educational tools. They are especially effective when used for product demonstrations or as a ‘how to’ guide.

Search engines love video

The biggest search engine companies place priority on video content when making tweaks to the algorithms that present certain sites higher on the rankings page. Distributing videos via social media and websites increases the likelihood that your target audience will find you when searching for relevant information.

A video conveys huge amounts of information in a short time

More information can be shown in a shorter space of time on video as compared to text. Videos are more engaging to the senses.

Video tells your story better than other formats

A more personal relationship is captured when you are storytelling through sight and sound, as it connects a viewer’s emotions to your product or service.

Analytics are telling

The primary video sites, including Facebook and YouTube, include features that enable you to see how your content performs. Subsequently the views, shares, likes and social interactions are more effective at reaching your target audience.

Increases views

Your social media content will generate 94 percent more views if it contains visual elements, which proves that people prefer to engage with content that is both informative and pleasing to the eye.

Boosts engagement

An appealing visual content will boost engagement among social followers. The fact of the matter is that Facebook users watch eight billion videos per day, and a live video turned out to be the most popular format.

People are visual beings, and video marketing is an incredibly easy way to put your product or brand before new customers each day. Young consumers are not fond of sifting through pages of information to figure out what your business offers and why it could be of importance to them.

Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game.

NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Deidre M. Bastian is a professionally-trained graphic designer/brand marketing analyst, author and certified life coach with qualifications of B.Sc and M.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of The Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.