Brands are increasingly recognising the importance of video when it comes to boosting web traffic to their sites. They appreciate that by increasing the number of hits their website gets and building up a relationship with customers, there is a much better chance they will be successful in the long term.

The case for video

According to Google, one in three Britons views at least one video a week. A study by eMarketer also found consumers are 40 per cent more likely to visit a company's website if they have already viewed one of their web videos.

The popularity of the medium is unquestionable - YouTube currently receives over one billion monthly views - and so the real dilemma for companies is how they can harness its power to achieve their objectives.

More traffic, more purchases?

Simply boosting web traffic is not enough to guarantee an increase in sales. Instead, brands have to go the extra mile if they want consumers to become return purchasers.

Video is an excellent platform for building customer relationships, as it not only gives brands the chance to offer additional information, but also lets them create an in-store experience online - particularly useful for luxury brands. The medium also works perfectly for social media marketing activities, as channels such as YouTube, Instagram and Twitter have the functionality to upload videos.

Just look at Red Bull as evidence of video's potential. The energy drink giant has over 2.5 million YouTube subscribers and its videos regularly go viral - Felix Baumgartner's death defying 24-mile skydive has been viewed 34.7 million times.

Experts are also convinced that video is the way to go, as a recent study by the Content Marketing Institute and Direct Marketing Association UK found 57 per cent of UK-based businesses are using YouTube specifically for marketing purposes.

Simply put, if brands want to increase conversions, it is essential that video plays a significant role in their marketing mix.

 

By Rory Mallon, Content Manager at ReelContent.

PrivSec Conferences will bring together leading speakers and experts from privacy and security to deliver compelling content via solo presentations, panel discussions, debates, roundtables and workshops.
For more information on upcoming events, visit the website.

comments powered by Disqus