The Importance of Video Marketing

In today’s rapidly evolving digital world, you probably feel like you’re constantly seeking (or being forced to seek) new and innovative ways to engage with your audience and enhance your online visibility. Video marketing has emerged as a game-changer, offering a dynamic and visually-appealing way to communicate your brand message. Whether you're a small startup or a well-established corporation, embracing video marketing is no longer optional—it's essential.

In this blog, we'll explore the importance of video marketing and why your business can't afford to ignore it. And maybe even how we can help you get started.

Why Video Marketing?

One of the primary reasons video marketing has gained so much prominence is its unparalleled ability to capture and hold the viewer's attention. Videos are inherently more engaging than text or static images. According to a study by HubSpot, 54% of consumers prefer video content from the brands they support. Well-crafted videos can tell a story, evoke emotions, and convey complex information in a much more compelling manner than traditional media.

Video ads also have the potential to capture the attention of the younger generation. We don’t mean to sound like the “older generation” when we say, younger generations tend to have shorter attention spans. And it makes sense, right? Cause they’re used to consuming media in different ways. So it’s essential to create engaging video ads that quickly grab their attention and convey the message. Younger audiences (hell, older audiences too) also respond well to storytelling. Creating a compelling narrative with your video ad can help create a deeper connection with viewers.

Market Crafters TikTok Video Example

Social media platforms have become an integral part of our daily lives, and video content reigns supreme in this space. Platforms like Facebook, Instagram, YouTube, Snapchat, and TikTok prioritize video content, making videos you post more likely to reach a broader audience. Sharing videos on social media can lead to virality, expanding your brand's reach exponentially and potentially attracting new followers and customers.

Take TikTok for example. We have a client that works with colleges across Wisconsin and our objective for this year’s campaign was to engage senior high school students who are in the process of applying to colleges. TikTok was clearly the platform for us (fish where the fish are and all that). So we ran a TikTok video ad test, using a :15 second and :30 second video showing beautiful clips of the campuses and the fun activities students were enjoying on campus.

In this campaign, TikTok emerged as the second most effective strategy, generating more than 3,000 clicks within a month, and achieving a click-through rate (CTR) of 0.93%. Which was 24% higher than the target CTR we set based on industry averages. When we compared year-over-year results, we had a 411% increase in pageviews and 96% of the traffic that came to our site was brand new.

Creating Video Ads

And listen, I understand your concerns; creating video ads and content can be costly and time-intensive, and the process might seem overwhelming. Something that should make you feel better: we've conducted thorough ad testing that demonstrates that low production videos not only perform just as effectively but, in some cases, even outperform high-production videos.

We partnered with one of our clients to assess the impact of video ad quality on performance. In this test, our videographer and creative team crafted a stunning video to promote their new products. At the same time, we collaborated with a marketing class from UW-Madison, tasking them with producing a video showcasing their visit to our client's business, ordering the product, and providing a review.

Remarkably (or unremarkably depending on who you ask), the student-produced videos lower quality video created by these students surpassed the performance of the highly produced video by an impressive 30%. And these students were able to create and share their video with thousands of local viewers in just 15 minutes.

That said, the effectiveness of a video ad, whether low or high production, depends on so many factors including the context, relevance, storytelling, target audience, and even the specific goals of the campaign. There is no one-size-fits-all answer, and a balance between production quality and authenticity is key. Since this campaigns target audience was college students, an authentic video created by their peers just made sense!

Here are a few reasons why low production videos are performing so well:

• Viewers find these videos to be more authentic. They feel like they are seeing a real person or a real situation, which can create a stronger emotional connection.
• Low production videos may align better with the platform they are placed on. Viewers on some platforms (TikTok, Snapchat) may be looking for more raw and real content.
• Low production videos can be more relatable, particularly for younger audiences. Videos that resonate or move people are more likely to be successful (especially on platforms like TikTok where there’s so much innate shareability built into it).
• You’re more likely to go viral on platforms like TikTok with their innate shareability with videos that resonate, move or motivate people.
• You regularly see people go viral on TikTok, in part because of the platform’s innate shareability.
• They can also be more inclusive and diverse, representing a wider range of people and experiences.
• Then there’s just the reality that low production videos are cost-effective to create, which can lead to a higher volume of ads and more opportunities to reach your audience.
• And low production videos can be created quickly, allowing companies to respond to trends and events in real time, which is important in a fast-paced digital landscape.

Now, let’s talk about why video in general.

Digital video ads offer advertisers unparalleled opportunities for data collection, brand exposure, precise targeting, and personalization—capabilities that traditional TV ads simply can't match. This author (who might be kind of biased because she’s obsessed with digital) thinks the future of advertising lies in digital video because it enables advertisers to authentically engage with audiences in the format they favor. Video ads should transition from being just a component of your broader digital advertising strategy to assuming a pivotal role in capturing the attention of your prospective customers.

Video ads can capture attention more thoroughly and convey your message more effectively, ultimately resulting in enhanced engagement. Studies have shown that people are 35% more likely to click on online video ads than standard banner ads. While image or text ads depend on the written content, punctuation, and visual cues to convey the desired tone; video ads harness movement and sound to captivate attention. This format is exceptionally effective at delivering your narrative to your target audience. That is when you create ads that intrigue users and conclude with a compelling call-to-action.

Like I said earlier, one of the best parts of video ads is your ability to tell a story. That makes them not only more engaging for audiences but also more effective at generating clicks. In our agencies’ historical digital data, we see video ads drive more clicks than image ads by as much as 20-30%.

While video ads may require more time, creativity and expense to produce, it might just pay off for you. Their capacity to compellingly narrate your story enables you to captivate a larger audience and secure more ad clicks.

Another benefit that comes with video ads is you often come across stories of

Ok, have I finally convinced you video ads are a good idea?

Here are a few things to remember when trying out video ads:

• 15-30 second videos are ideal, nothing longer and nothing shorter. This amount of time will capture your audience’s attention more effectively.
• Make sure to create a captivating story that answers questions (like questions your prospective buyer would have), captures emotions, and feels relatable to the viewers.
• Video marketing serves as the perfect platform for showcasing your products or services in real-world scenarios. Whether you're illustrating a product's features, offering instructional guides, or spotlighting customer testimonials, videos empower potential customers to grasp the value you provide. The saying "seeing is believing" rings true, and expertly crafted videos have the power to nurture trust and confidence among your audience.
• And, don’t forget to finish your video with a strong call to action! That way all your viewers know specifically what to do after watching your video.

Video marketing is no longer just a trend—it's a necessity for businesses looking to thrive in the digital age. With its capacity to engage, inform, and persuade, video marketing is a versatile tool that can boost brand awareness, drive traffic, and increase conversions. Embracing video marketing isn't limited to a specific industry or business size; it's a strategy that can benefit everyone. So, if you want to stay ahead in the competitive digital landscape, invest in video marketing and let it power your brand's success, better yet contact Market Crafters so we can help!

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